Brand Persona- Alani Nu
Lily is a 21 year old college student that studies Marketing at the University of Alabama. She is very active in her sorority and has a very bubbly personality. She has a very large social following on both her Instagram and Tik Tok accounts. Lily constantly remains busy between her school, sorority, social, and active lifestyle. She likes to keep up with the latest trends she sees on Tik Tok and Instagram.
Lily first discovered Alani Nu when she noticed a trendy Tik Tok influencer drinking the Artic White energy drink. Lily’s love for caffeine and the cute and girly packaging drew her in immediately. Lily went to one of her favorite stores, Target, and grabbed three different flavors. She instantly fell in love with the great taste and the rush of energy she got from consuming her first Alani Nu energy drink. She also felt that the Alani Nu brand matched her trendy lifestyle.
She now keeps her fridge stocked with all the flavors of Alani Nu energy drinks. She even has her sorority roommates hooked on them too! She loves how convenient it is to grab an Alani Nu drink and go to her favorite Pilates class. Lily heads to the gym with her friends, Abby and Kendall, in her light grey Honda Civic.
Lily shows up for her Pilates class in her neutral color matching biker short and sports bra set from Aybl, a brand she also learned about from a Tik Tok influencer, her Hyrdojug, and her Cosmic Stardust Alani Nu energy drink, with her hair pulled back in a claw clip.
After becoming such a loyal customer of the Alani Nu brand, Lily decides to branch out and try the other products Alani offers. She notices that not only do they have trendy and cute energy drinks, but they also offer protein powders, protein shakes, vitamins, pre-workout, and even Alani Nu shaker cups. Lily is sure to grab Alani Nus greens (which she believes is one of the healthiest things to drink thanks to the influencers she watches on Tik Tok) and mixes them using her hand held mixer in her glass cup. She also grabbed a ton of different protein shakes to put in the fridge next to her energy drinks so she has easy access after her Pilates workouts.
Lily herself has a strong Tik Tok following of over 500,000 followers and considers herself as an influencer. She loves to post “day in my life” vlogs on Tik Tok showcasing her busy life as a college student. She even makes a little money on the side doing Tik Tok by the brand deals she does with small companies. She spends a lot of time in Starbucks working on homework while sipping on an Iced Vanilla Oat Milk Latte. When she isn’t working on homework or in class you can find her hanging out with her sorority sisters at her sorority house or at the gym taking her Pilates classes.
Many high school senior girls and many college freshman and sophomores look at Lily’s college career in hopes theirs will look the same.
- Note: This article is a class assignment for BUS 465 — Integrated Brand Promotion and Advertising at NCSU Poole College of Management.
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