Bai

Bai Brands is the proud parent of Bai5: a delicious, 100% natural juice beverage – infused with antioxidants & packed with flavor (not sugar).

Originally introduced to Bai as an agency partner, I was brought on to continue collaborating with their team as a consultant after re-locating to LA.

On the tails of a major distribution agreement with Dr Pepper Snapple Group in early 2014, I supported them in the development of their brand strategy, helping to define the values, voice, and future vision for Bai. My work also included building their digital marketing practice from the ground up – hiring and training a Community Manager and supporting digital efforts related to E-commerce, Customer Support, Advertising, and PR. I also consulted on the launch of 2 new additions to their product portfolio: Bubbles, a carbonated extension of Bai5, and FLVR, a line of wearables. My relationship with Bai includes consulting directly with the COO, CCO, and CEO and regular collaboration with the Brand Experience Group.

The result of my work helped grow the brand’s online community more than 200% and at the peak of our work together in 2014 Bai hit $50m in sales for the first time. They sold to DPSG for $1.7B less than two years later.