Bai
A beverage born for breaking all the rules
This is Bai. A great-tasting burst of flavor that is also somehow good for you. But what took it from a start-up in a New Jersey basement to a billion-dollar worldwide brand?
Probably Justin Timberlake- but I’d like to think our recklessly irreverent creative had a hand in that.
From strategy and conception to wild execution we spent years honing the tone, voice, and creative direction of a brand that aimed to be more than a source of hydration, but one of inspiration.
Below is an almost endless collection of campaigns created to bring Bai to life.
Campaign 01
Braspberry: A Flavor Born From The Internet
Did we announce a brand-new flavor combination, with possibly the oldest dad joke about the name Justin? Yup.
More specifically we launched a campaign for our popular summer season with our superstar spokesperson who really didn’t want to sing or dance. We understood.
So we took Justin’s popular Instagram post about creating braspberries and turned those 5 million views into our campaign. From national broadcast to creating a brand new flavor we turned our popstar into the boss of raspberries.
The Scope: Broadcast, Performance & Digital Marketing, Social Content, PR Activations.
THIS JUST IN- BROADCAST FILM
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CREATIVE DIRECTION, COPYWRITING, PRODUCTION
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THIS JUST IN- BROADCAST FILM / CREATIVE DIRECTION, COPYWRITING, PRODUCTION /
The Digital
Since our media buy was built to target pop-culture and music industry sites, we reimagined our headlines as click-bait content articles that would feel right at home.
The Flavor
Not only did we (and some scientists) create a new flavor for a campaign, but we gave away bespoke kits to clebrate its launch so that everyone could create a braspberry just like Justin.
The Results
So what did all that fruit Frankenstining get us? Our hype reel says it all. Over 60 million impressions in the first few weeks, an organic reach on social of over 50 million, and over 50,000 cases of a brand-new flavor that fans couldn’t get enough of. Oh and some sweet (berry flavored) trophies.
THIS JUST IN- CASE STUDY
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THIS JUST IN- CASE STUDY /
Campaign 02
The Best Of Both Worlds
BOATORCYCLE- BROADCAST FILM
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CREATIVE DIRECTION, COPYWRITING, PRODUCTION
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BOATORCYCLE- BROADCAST FILM / CREATIVE DIRECTION, COPYWRITING, PRODUCTION /
FLOSSFIT- BROADCAST FILM
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CREATIVE DIRECTION, COPYWRITING, PRODUCTION
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FLOSSFIT- BROADCAST FILM / CREATIVE DIRECTION, COPYWRITING, PRODUCTION /
ON ONE HAND- BROADCAST FILM
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CREATIVE DIRECTION, COPYWRITING, FILM CRAFT & PODUCTION
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ON ONE HAND- BROADCAST FILM / CREATIVE DIRECTION, COPYWRITING, FILM CRAFT & PODUCTION /
How do you say something is both great tasting and good for you after you’ve used every word in the dictionary? Well, you make up your own of course.
That’s why we broke out our thesaurus and started slapping words together into brand-new portmanteaus that perfectly captured the spirit of Bai’s sips in this omnichannel campaign of mash-ups.
The Scope: Broadcast, Performance & Digital Marketing, Social Content, Internal Communications.
Campaign 03
Flavor Is Always In Season
COZY CLEMENTINE- DIGITAL FILM
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CREATIVE DIRECTION, COPYWRITING, FILM CRAFT & PODUCTION
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COZY CLEMENTINE- DIGITAL FILM / CREATIVE DIRECTION, COPYWRITING, FILM CRAFT & PODUCTION /
Bai tended to see the sales of its tropical sips take a dip when Autumn rolled around. So in a Fall full of pumpkin spice lattes, we set out to remind people that exotic flavors can always be in season. With help from a series of fruity shrines dedicated to Bai’s tropical taste we literally broke through boring autumn scenes. Oh, and in order to stay true to the brand’s creed of “nothing artificial” every asset was shot practically.
The Scope: Digital Video, Performance & Display, Social Content
FALL COCOFUSION- DIGITAL FILM
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CREATIVE DIRECTION, COPYWRITING, FILM CRAFT & PODUCTION
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FALL COCOFUSION- DIGITAL FILM / CREATIVE DIRECTION, COPYWRITING, FILM CRAFT & PODUCTION /
AUTUMN MELON- DIGITAL FILM
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CREATIVE DIRECTION, COPYWRITING, FILM CRAFT & PODUCTION
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AUTUMN MELON- DIGITAL FILM / CREATIVE DIRECTION, COPYWRITING, FILM CRAFT & PODUCTION /
Campaign 4
Bai Bubbles
FIZZ FLAVOR- DIGITAL FILM
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CREATIVE DIRECTION
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FIZZ FLAVOR- DIGITAL FILM / CREATIVE DIRECTION /
In a summer when Bai wanted to unveil their newly refreshed line of sparkling beverages, we created a digital campaign that had the internet bursting with bubbles (especially when we made up our own holiday to give them away for free). Taking inspiration from our carbonation we created bubbly fruit animations that packed a pop of flavor in every placement.
The Scope: Digital Video, OOH, Performance & Display, Social Content
Campaign 4
All Things Social
From the oddly inspirational to the just plain odd, we filled our social channels with juicy content that resonated with our followers and brought out the irreverent personality of our brand while building engagement.
APRIL FOOLS- DIGITAL FILM
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CREATIVE DIRECTION, COPYWRITING, EDITING
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APRIL FOOLS- DIGITAL FILM / CREATIVE DIRECTION, COPYWRITING, EDITING /
MUSICAL MOMENTS & HEALTHY HACKS- DIGITAL FILMS
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CREATIVE DIRECTION, EDITING, PRODUCTION
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MUSICAL MOMENTS & HEALTHY HACKS- DIGITAL FILMS / CREATIVE DIRECTION, EDITING, PRODUCTION /
SOUL CYCLE SPIN- DIGITAL FILMS
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CREATIVE DIRECTION, EDITING, PRODUCTION
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SOUL CYCLE SPIN- DIGITAL FILMS / CREATIVE DIRECTION, EDITING, PRODUCTION /
Campaign 5
The Story of Coffeefruit
COFFEEFRUIT STORY- DIGITAL FILM
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CREATIVE DIRECTION, COPYWRITING
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COFFEEFRUIT STORY- DIGITAL FILM / CREATIVE DIRECTION, COPYWRITING /
We were always getting asked how Bai can taste so good, have a kick of caffeine, and still keep out all the sugar. The problem was people thought the coffee plant was a one-trick pony, so helped consumers unlearn everything they thought they knew about coffee by unlocking the juicy secrets of our super fruit in this video.
The Scope: Digital Video, Web Experience
Campaign 6
Bai Black
After Bai launched their successful line of healthy fruit-flavored beverages, they wanted to go toe-to-toe with the sugary soda giants that have been selling the same formula for over a century. But how do you convince people that they can have all that great flavor without the sugary baggage that comes from soda? Well, in a world where we’ve gone from VHS to Blu-ray, and encyclopedias to Google, you remind everyone it’s about time to bring soda into the 21st century.
The Scope: Print, Digital Display, OOH
![slc_digitalbulletin_baiblack_kola_ginger_cream_v2_finalsize14'x48'[1].jpg](https://images.squarespace-cdn.com/content/v1/64092e62e02ee235cb030e51/4cf28b16-8ec8-48e8-a5d9-fb3180da4d0f/slc_digitalbulletin_baiblack_kola_ginger_cream_v2_finalsize14%27x48%27%5B1%5D.jpg)
Campaign 7
Antioxidant Water
When Bai relaunched their antioxidant water, we needed to find a way to say that it had become the only water on the market that was filled with antioxidants, pH balanced, and infused with electrolytes. So we leaned into the idea that since we’re technically made of water, these bottles of over-engineered liquid power everything we do. Which means it’s not H2O. It’s H2Everything.
The Scope: Print, POS, Digital Display
