Bai Brands has emerged as one of the fastest growing flavored waters in the last decade. According to Reuters reports, Dr. Pepper Snapple Group is purchasing the brand for $1.7 billion.
While the sales of soda have fallen, Bai’s sales have increased. According to Bai, last year the company saw $120 million in sales and in 2016, and this year it could see $300 million.
It also helps that Bai’s spokesman is Justin Timberlake.
He is joining the company’s team as an investor and its first chief flavor officer. Bai CEO Ben Weiss told Business Insider that Timberlake will star as the face of the brand in a $100 million marketing campaign to be launched in 2017.
“He’ll be involved in everything from flavor innovation and product launches to marketing and digital content,” Weiss said. “We will see a lot of him. His fingerprints are going to be on this brand.”
“He said he found himself drinking it and storing it away from his wife in a secret little refrigerator,” Weiss said. “He was very passionate about it.”
Disclaimer: We have no position in Dr. Pepper Snapple Group Inc. (NYSE: DPS) and have not been compensated for this article.