How Alani Nu Turned Silence to Strength in the Face of Controversy
In an ever-changing health and fitness industry, only a few brands capture the attention of consumers. People are no longer looking for ill-tasting supplements; instead, consumers are seeking out delicious alternatives that nourish their body. Alani Nu is a wellness company that has a packed product lineup, including supplements, protein powders, and energy drinks. Although Alani Nu is overall well-liked due to its various flavors and colorful packaging, the company found itself under fire in April after a customer posted a video finding a rat inside her can of Alani Nu. Despite the incident, Alani Nu has managed to maintain its momentum.
Alani Rat Scandal
In April 2024, Alani Nu faced controversy when TikTok user @notaverykatherinewood shared another user’s video of a deceased rodent in an Alani energy drink can. The woman in the video shows the camera a glimpse of a furry animal from the top of the can, before turning the can to the side and cutting the bottom off to get a better look. The video quickly spread across the platform, accumulating approximately 1.3 million views. Alani consumers and TikTok users were shocked at the disturbing find, questioning how clean and health-conscious the brand actually is. Despite the damage to the brand’s image, Alani Nu didn’t release an official response to the viral video.
Strategic Silence
In a world where companies rush to release a statement addressing a controversy, Alani’s silence was shocking. Was the lack of response an oversight or a strategic decision? From a PR standpoint, there are a few reasons why Alani Nu could’ve chosen not to respond.
First, a public response could draw attention to the issue and escalate the situation by further polarizing consumers, resulting in backlash worse than the situation. There is a legal concern, too. Alani’s statement could hurt the company’s position in a possible future lawsuit.
Second, Alani could’ve wanted the issue to resolve itself without intervention. When the video was initially released, many scrutinized Alani, but there were doubts about the legitimacy. Viewers had a hard time finding the source of video, casting doubt on its credibility. Without more information, Alani Nu might’ve determined responding to unverified claims could unnecessarily damage their reputation.
Maintaining Momentum Through Brand Identity
Celebrity Endorsements
Despite the controversy, Alani Nu remains a front-runner in the health and wellness industry. This can be attributed to celebrity endorsements. Alani has a network of fitness influencers and celebrities that endorse the brand. After the viral video in April, Alani has partnered with Paris Hilton and Brittany Mahomes. These endorsements have allowed Alani Nu to sustain its image as a trendy company.
Quality Taste
The quality of their products helped offset the negative press. Their supplements, protein powders, and energy drinks have great packaging with even greater taste. The special edition flavors constantly capturing the hearts of Alani consumers. On Instagram, one fan raved, “I’m begging you to make this a permanent flavor 😫😫😫” (@sadiehandmade). On another recent Instagram post, another shared, “Welp looks like ill have a new flavor addiction 🎄” (@tia_jacquline).
From Scandal to Success
Alani Nu’s navigation of the rat incident is fascinating. Their choice to offer no official response could have led to a public relations disaster, but the company’s strong brand identity allowed it to continue to flourish. This proves that the consideration of using silence as a strategy may ultimately lead to greater outcomes.
About Britlynn
Britlynn is a junior studying Advertising and Public Relations with a minor in Marketing. This is Britlynn's second semester in GrandPR and first as Account Executive. In the future, Britlynn hopes to work in digital marketing.