Alani Nu
Integrated Brand Campaign
Expanding Alani Nu beyond energy drinks through seasonal products, influencer partnerships, and lifestyle-focused marketing.
Role:
Copywriter/ Art Director
Client:
Alani Nu
Timeline:
Spring 2026
Skills
Research
Campaign Strategy
Copywriting
Brand Strategy
Integrated Marketing
Art Direction
My Contributions:
As the project's Copywriter and Art Director, I helped shape both the strategic messaging and visual direction of the campaign. I collaborated with my team to develop consumer insights, campaign concepts, and integrated marketing strategies while ensuring every execution reflected Alani Nu's energetic and playful brand identity. From crafting copy to guiding creative decisions, I worked to create campaigns that were both strategically grounded and visually engaging.
Alani Nu is widely recognized for its energy drinks, but its protein products and newer offerings receive significantly less attention. This campaign explored three integrated marketing opportunities designed to broaden consumer perception, increase engagement, and position Alani Nu as a complete wellness brand rather than an energy drink company.
Challenge:
How might we expand consumer perception of Alani Nu beyond energy drinks while staying true to the brand's vibrant personality?
Research:
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Alani Nu generated approximately $605 million in annual revenue, with energy drinks accounting for the vast majority of sales.
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Millennials and Gen Z continue to prioritize health, wellness, and convenient nutrition products.
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Influencer collaborations and limited-edition releases consistently increase consumer engagement and purchase intent.
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Packaging and lifestyle branding play a major role in purchase decisions for younger consumers.
Key Insight:
Consumers don't just buy energy they buy products that fit their lifestyle, personality, and daily routines.
Strategy:
Develop three integrated campaigns that each solve a different business objective while reinforcing Alani Nu's playful, colorful, wellness-first identity.
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Click for Commercial Script
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Peppermint Bark
Objective
Increase awareness of Alani Nu's protein lineup through a limited-edition seasonal flavor that creates urgency and encourages trial.
Campaign 2
Sugar Rush × KATSEYE
Objective
Generate excitement and increase revenue through a limited-edition celebrity collaboration designed for Gen Z audiences.
Campaign 3
Small Can. Big Energy.
Objective
Position Alani Nu Mini as a convenient, shareable alternative that delivers the same energy in a smaller format.
Reflection:
Working on this project strengthened my understanding of integrated campaign planning by connecting consumer research to creative execution. Developing three distinct campaigns for the same brand challenged me to think strategically while adapting messaging, media, and creative concepts to different marketing goals.
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