Singer-actor Justin Timberlake is the newest startup investor of Bai Brands, which give a major boost to the company. Bai Brands is one of the fastest growing flavored-water companies in United States.
The Grammy Award winner will be part of the company as its first "Chief Flavor Officer" and be the brand ambassador of a $100 million marketing campaign launching next year, Business Insider reports.
In a statement released by JT, he said, "I've been a fan of Bai for a long time, and when I met Ben and his team, it became clear that I should be involved with this brand. As a father and someone who is cautious about what my family and I consume, I love what Bai stands for."
"This partnership was created from a shared desire to help people put better ingredients in their bodies without sacrificing taste", Business Insider added.
Ben Weiss, CEO and founder of Bai, said that their decision to bring JT on board was due to the actor's age, 35, which is the target demographic Bai is aiming for as its main consumers, and he's been an avid supporter of the brand, according to Fortune.
In addition, "We don't need a celebrity to find success, we found success without them," Bai, which was founded in 2009, made a $120 million sales last year alone, welcomes Timberlake into their family. "But the reality is, this guy happens to be famous, he's a consumer of the product we pour our soul into, and he is truly respectful of our vision of the future, which he will now be a part of."
For this year, the company's objective is to reach $300 million in sales, which is more than double the sales previously.
Justin is expected to collaborate with the executive team in developing new and exciting flavors for Bai. "He'll be involved in everything from flavor innovation and product launches to marketing and digital content," the founder said. "We will see a lot of him. His fingerprints are going to be on this brand."
Bai Brands is known for beverages such as Bai, Bai Bubbles and Antiwater.
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