Bai was founded in August 2009. “Bai” is the Mandarin word for “pure”, which was chosen as the name to represent the simple, natural goodness of a beverage dedicated to health. Initially, Bai was only sold in health food stores in Princeton, NJ where it originated. As it became popular, Bai soon became available in the Northeast and California. Bai then launched a second line of products called Bai 5, a low-sugar, 5-calorie beverage created in response to growing consumer interest in healthier drink options.

The all natural food and drink industry is relatively new and has recently emerged out of the American societal trend to be more health-conscious and fit. Americans, on average, tend to choose flavored beverages over the consumption of water, so combining their interest for a healthy, but tasty drink has become Bai 5’s main goal.

product BACKGROUND

industry BACKGROUND

the competition

SWOT ANALYSIS

Monster Energy is a popular caffeinated drink that people consume to get quick energy but is known to follow with a crash. Although it claims to be healthy, it is high in sugar.

5-hour energy is a flavored energy shot used by consumers when they need quick boosts to stay alert and focused. But this shot comes with a safety warning that informs consumers that too much caffeine can lead to unsafe health problems.

Honestea is one of our leading competitors because it is also a healthy flavored drink that is rich in antioxidants and contains less sugar than most other leading beverages. But Honestea is higher in calories and is more expensive.

Our primary research consisted of an online survey via SurveyMonkey.com as well as interviews with various people within our target market. 97 people completed our survey and 6 people were interviewed. The survey focused on beverage purchasing and consuming habits, and indicated that most people want to cut costs in their everyday beverages without cutting quality. A majority of the people were not aware of Bai 5, but would be willing to try a new product of its type. This gave us the realization that Bai 5 needs to increase its brand awareness and overrule its strong industry competitors.

Secondary research came from online reviews and articles. Overall, people who have tried Bai 5 are pleasantly surprised by the quality of its taste for the low-calories that each bottle contains, serving as a “guilt-free indulgence.” Some customers have reviewed Bai to have a Stevia aftertaste (which is the sugar substitute that enables the drink to be so low in calories). People have liked the variety of flavors the product offers but, think it is hard to come by.

The goal of this campaign is to increase Bai 5’s brand awareness by highlighting its unique qualities and its perfect fit into the lifestyles of 22-40-year-olds.

PRIMARY research

CAMPAIGN objective

SECONDARY research

target market profilesDanielle is a 33-year-old woman who lives right outside of Boston. Her boyfriend and she recently moved in together in an apartment right outside The Commons. She is a full-time English professor at Northeastern University and on her free time she enjoys reading, riding her bike and hiking nature trails. She is relatively active and is very health-conscious, but due to her lingering student loans, she is looking for a new tasty drink that is low on calories but still moderately priced.

Benjamin is a 25-year-old man who lives in southern California. He takes graduate classes at UCSB and works part-time as an assistant water polo coach

there. With barely any free time, he needs to stay energetic and lively during his 12-hour weekdays so he can keep an active social life on the weekends. Recently

acquiring a gluten-free diet due to health reasons, Ben is struggling to find a beverage that can keep him alert all day and fits into his new dietary needs.

Big ideaWith 9 unique flavors, Bai is an on-the-go healthy alternative to your old sugary drinks.

Dearest C lem,It was love at f irst taste.

You are natural ly sweet, but you have a tangy side. With you, I get the best of both worlds.

The one I was with before was fun for some time, but he only lasted 5 hours.

I can already tel l that you and I are in it for the long run. You’re free of sugar and ful lof antioxidants. Whenever we are together,

I feel like I’m on an adventure. I just can't get enough of you!

There are so many reasons tolove you, but here are my top 5...

Replenish Yourself.

Find your perfect match at www.drinkbai.com.

My Dearest Dragon,I am so happy to have found you.

I’ve been waiting all my life for someone who is actually good for me.

I used to be with a onster, which was alright for a while, but I eventually

came crashing down.But you...you’re naturally sweet,

and being with you is an adventure. You’re so light and refreshing. You’re free of sugar and full of antioxidants. I’ve never been with someone so exotic!

What could be better?

There are so many reasons to love you, but here are my top 5...

Replenish

Yourself.

Find your perfect match at www.drinkbai.com.

To my lovely Mango,When I f irst saw you, I knew we were going to have something specia l. I appreciate how sweet and exotic you are. The one before you sugar-coated everything, and wasn’t

as honest as promised. Y ou on the other hand...you ’re free of sugar and full of

antioxidants. Y ou’re pure, light, and unique. Y ou make me feel healthy and adventurous.

Having you in my life is so refreshing.

There are so many reasonsto love you, but here are my top 5...

Replenish

Y ourself.

Find your perfect match at www.drinkbai.com.

Dragon Dearest,It was love at first sight .You make me feel h ealthy + happy.No one treats me as well as you do.Th e last one I was wi th could be a real onster sometimes - I always came crashing down after a li ttle bi t .

But you are all natural and so pure.You are free of sugar and full of antioxidants. How are you so amazingand only 5 calories? Plus, you are accepting of my new gluten-free die t!Th ere are so many reasons to love

you, but h ere are my top 5.

There’s something

JUICY inside...

Open it. We kno

w you want to.

1800 E. State StreetSuite 153Hamilton, NJ 08609United States

Current Resident 123 White Lane Anywhere, XY 00000

Here’s a secret...When you fall in love with your own flavor

of Bai5 Antioxidant Infusions,

WE WANT TO HEAR ABOUT IT.You could win a FREE 24-pack of your favorite flavor,

just by completing these easy steps:

1. Fall in love with a flavor of Bai5.2.Write a personalized love letter.

3.Snap a cute photo.4. Post it to Instagram or Twitter

with these hashtags:#ifellinlovewithbai #replenishyourself

5. We will pick our favorites. It could be you!

One minute of Times Square fame!Snap a selfie with your favorite Bai5 and use these hashtags:

#ifellinlovewithBai #replenishyourself