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
Powering Every Part of Your Lifestyle.
Campaign 1
Peppermint Bark
Limited-edition protein launch designed to increase awareness of Alani Nu's protein lineup through seasonal excitement. Included paid social, website banners, and an experiential holiday event.
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
Celebrity collaboration built to increase revenue through a limited-edition energy drink, social advertising, partnership marketing, and a scripted commercial campaign.
Campaign 3
Small Can. Big Energy.
Positioned Alani Nu Mini as a fashionable, convenient energy option using influencer content, social media, and integrated paid/earned media.
Click Above For Script
