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Alani Nu: A Better Yes
Class
IMC 449: Integrated Strategic Messaging as Cultural Currency
Project type
Strategic Brand Management
Date
Spring Quarter 2026
Location
Northwestern University -- Medill School of Journalism and Integrated Marketing Communications
IMC449: Integrated Strategic Messaging as Cultural Currency
Developed an integrated communications strategy for a caffeine-free Alani Nu beverage designed to bridge the gap between child-driven product demand and parent decision-making. Using a multi-channel approach across TikTok, Instagram, and owned media, the campaign reframed the product as a balanced alternative that empowers parents to make informed choices without sacrificing the brand's cultural relevance. The strategy included audience journey mapping, message architecture, platform-specific executions, success metrics, and contingency planning for potential brand misinterpretation.
