Alani Nu
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Alani Nu 〰️
Case Study
Alani Nu
Integrated Brand Campaign
Empowering Your Every Move
Role
Copywriter / Art Director
MY CONTRIBUTION
Helped develop the campaign strategy, consumer research, messaging, and creative direction for a three-part integrated marketing campaign. Contributed copywriting across paid, owned, and earned media while helping build concepts that expanded Alani Nu beyond energy drinks into a broader wellness brand.
Skills
Research Art Direction
Consumer Insights Integrated Marketing
Campaign Strategy Paid Media
Copywriting Earned Media
THE BIG IDEA
The campaign expanded Alani Nu beyond energy drinks by positioning the brand as a lifestyle companion that supports consumers across fitness, wellness, and everyday moments.
Every campaign execution reinforced the same positioning: Alani Nu isn't simply an energy drink; it's a lifestyle brand designed to support every part of consumers' daily lives.
Campaign 1
Peppermint Bark
Designed to increase awareness of Alani Nu's protein line, this seasonal campaign used limited-edition flavors, paid social, website banners, and an experiential holiday activation to expand the brand beyond energy drinks.
THE CHALLENGE
Although Alani Nu generated approximately $605 million in revenue, nearly 83% came from energy drinks while protein products represented only 6% of sales. The campaign challenged our team to broaden consumer perception, grow additional product categories, and create new revenue opportunities while preserving Alani Nu's vibrant identity.
THE INSIGHT
Consumers don't buy Alani Nu for energy alone they buy into a colorful, wellness-focused lifestyle that reflects their personality and aspirations.
Campaign 2
Sugar Rush × KATSEYE
Created to reach new audiences and drive incremental revenue, this celebrity collaboration paired a limited-edition flavor with integrated social content, partnerships, and a scripted commercial campaign.
Campaign 3
Small Can. Big Energy.
Developed to introduce Alani Nu Mini as a fashionable, on-the-go energy option, this campaign combined influencer content, social media, and integrated paid and earned media to connect with style-conscious consumers.
Click Above For Script
Every campaign began with consumer research and market analysis, then evolved into integrated creative concepts, ensuring each execution reinforced Alani Nu's transition from an energy drink brand to a lifestyle brand.