As a final assignment for the Advertising, Copywriting, and Art Direction course, a team of 4 designed a creative campaign for Bai5 Antioxidant Infusions. The project was focused on the creative execution. The team was instructed to develop three print advertisements and two alternative ideas.

1. 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.

2. 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 profiles
Danielle 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 idea
With 9 unique flavors, Bai is an on-the-go healthy alternative to your old sugary drinks.

3. Dearest Clem,
It was love at first taste.
You are naturally 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 tell that you and I are in it for
the long run. You’re free of sugar and full
of 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 to
love you, but here are my top 5...
Replenish
Yourself.
Find your perfect match at www.drinkbai.com.

4. 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.

5. To my lovely Mango,
When I first saw you, I knew we were going
to have something special. I appreciate how
sweet and exotic you are. The one before
you sugar-coated everything, and wasn’t
as honest as promised. You on the other
hand...you’re free of sugar and full of
antioxidants. You’re pure, light, and unique.
You make me feel healthy and adventurous.
Having you in my life is so refreshing.
There are so many reasons
to love you, but here are my top 5...
Replenish
Yourself.
Find your perfect match at www.drinkbai.com.

6. Dragon Dearest,
It was love at first sight.
You make me feel healthy + happy.
No one treats me as well as you do.
The last one I was with could be a
real onster sometimes - I always
came crashing down after a little bit.
But you are all natural and so pure.
You are free of sugar and full of
antioxidants. How are you so amazing
and only 5 calories? Plus, you are
accepting of my new gluten-free diet!
There are so many reasons to love
you, but here are my top 5.

7. There’s something JUICY inside...
Open it. We know you want to.
1800 E. State Street
Suite 153
Hamilton, NJ 08609
United States
Current Resident
123 White Lane
Anywhere, XY 00000

8. 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!

9. One minute of Times Square fame!
Snap a selfie with your favorite Bai5 and use these hashtags:
#ifellinlovewithBai
#replenishyourself