We put America’s relationship with sugar into terms everyone could understand, and did what any friend would do: staged a sugar intervention. We used a carefully coordinated campaign of social posts, billboards, and wild postings to play the role of the friend who sits you down, tells it like it is, and delivers a simple, but necessary message: you can do so much better. It’s time to dump sugar, and date flavor.
Bye, Bye, Bye
When you’re a challenger brand like Bai with a limited annual budget, you need to make damn sure a $4MM TV ad can make an impact that lasts for the entire year and beyond—not just 30 seconds. And we got every penny’s worth and then some, using paid and organic social, an artfully orchestrated media plan, and a plan to turn Justin Timberlake’s social reach into a media channel itself.
The result? 14 million views. Almost 400 million social impressions. Over 4 billion media impressions. And a brand conversation that stayed at the forefront of people’s mind all year long. That might sound crazy, but it ain’t no lie.
