Bai

Marriage

In the world of food in drink, you typically have to choose between either tasty or healthy.

When Bai introduced a drink that was inexplicably good for you (only five calories with antioxidants) and it tasted good, it did not make sense.

We launched the brand with three spots starring characters in situations that made little sense as this redefining new product, introducing the brand to customers in an entertaining and unforgettable way -- like marrying a character on TV you have never met in-person.

With help from our creative strategy, Bai Drinks went from a warehouse in Trenton, New Jersey to a member of the Barton F. Graf ‘Billion Dollar Club’ after selling to Dr. Pepper for $1.7 Billion in 2017.

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