Campaign Strategy
Strategy: Creating a space for the emergence of cultural and health visibility in the energy drink industry.
Insight: “Green is in: Matcha has become ubiquitous among the fashion set, millennials, and Gen Z—even my boomer mom is obsessed—with nearly every cafe offering it alongside coffee, and plenty of cafes dedicated solely to matcha.”
Messaging: Matcha is not only Alani Nu’s newest flavor but also a culture, a ritual, a health practice, and, most importantly, a community united by their love of green.
<-- Teaser
Objectives
Objective 1: Increase a cultural understanding of “trends” (Alani Nu doesn’t capitalize on culture; we celebrate it)
Objective 2: Encourage the morning ritual, “Just because cans are round, that doesn’t mean cutting corners in your self-care.”
Objective 3: Remove the negative stigma surrounding energy drinks by pushing for a health focused campiagn
Launch 1 -->
Organic Content Creation
October (to compete with the rise in coffee campaigns like Starbucks) “Matcha is the new pumpkin.”
Oct 1: Release the teaser
Oct 7: Release the full campaign carousel and send PR
Oct 8-14: Influencer collabs
Oct 15: Mass product release
Oct 16-23: Release testimonies (include interviews with individuals culturally familiar with matcha and local baristas) (get the cultural campaign off the ground)
<-- Launch 2