Bai Brands – the US maker of antioxidant-infused drinks – will return to American TV screens with the launch of a nationwide advert featuring Justin Timberlake.
The 30-second creative will air on 5 February during the 2017 Big Game – an American football match between teams from the University of California, Berkeley and Stanford University – and features ‘a surprise special guest’ alongside Timberlake. It was developed by Bai’s in-house creative team and features the singer in his position as Bai’s chief flavour officer.
Bai announced its partnership with Timberlake in November, giving him a central role in flavour innovation, marketing campaigns and product launches.
The advert will be Bai Brands’ second during the Big Game after it debuted a regional spot titled Horse Whisperer in 2016.
Bai founder and CEO Ben Weiss said: “When we saw the impact that last year’s commercial had on our brand awareness and engagement, we knew we had to do something again, but on a national stage.
“Fortunately, we were able to turn to our chief flavour officer, who played an integral role in the development of this spot. Justin has been working closely with our team on several new projects and we are excited to see them all come to life in 2017. This is just the beginning.”
Also in November, Bai launched a line-up of sparkling, sugar-free drinks that lend a premium twist to classic soda flavours such as cola, root beer and ginger ale.
Dr Pepper Snapple confirmed later in the month that it would acquire the company for $1.7 billion, with CEO and president Larry Young saying that, “in a relatively short time, Bai has carved out a leadership position in the enhanced water category and has now extended that success into other fast-growing and profitable categories”.
Founded by Weiss in 2009, Bai delivers refreshing beverages with better-for-you ingredients. Both Bai and Bai Bubbles offer fresh fruit flavour and antioxidants with no artificial sweeteners and only 5kcal and 1g of sugar per serving.
Bai Antiwater offers antioxidants in the form of a super-purified bottled water, and the company now claims to be the fastest growing brand in the enhanced water category.
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