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Braspberry: A Flavor Born From The Internet

Braspberry: A Flavor Born From The Internet

What do you do when the superstar spokesperson of your healthy beverage brand goes into a media blackout period, all because they’re doing the Super Bowl Pepsi Halftime Show right before you need to launch a major campaign? First, you have him leave little fruit focused clues on his Instagram. Then you take that popular post about braspberries and use it as the focus of your national TV spot and support it with digital assets. And of course you cap it all off by actually creating a brand new braspberry flavor.

The Spot

Influencer and Press Mailer

To tease the launch of Bai’s newest flavor, we sent heavy duty toolboxes to pop culture influencers, press, and key players in the beverage business. The box contained everything you would need to make a braspberry that meet Justin Timberlake’s very, very detailed standards.

Digital

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Social

As the user swipes right through the carousel ad, the next several frames are an extended version of Justin Timberlake’s arm stretching across the panes. The final frame is the end of Justin’s arm finally feeding Brian Huskey.