1. Justin Timberlake: Bai Brands
CHICAGO -- In October, pop star Justin Timberlake became an investor in Bai Brands, one of the “it” drinks stealing share from more established beverages with humorous advertising and a unique value proposition as an antioxidant, low-sugar, low-calorie thirst quencher.
“I’ve been a fan of Bai for a long time,” Timberlake said. “This partnership was created from a shared desire to help people put better ingredients in their bodies without sacrificing taste.”
The singer and actor will serve as “chief flavor officer” of Bai—one of Dr Pepper Snapple Group’s allied brands—to develop and launch new flavors and styles of the beverage, which will enter the carbonated-soft-drink world with Bai Black next year. (Dr Pepper Snapple Group has since purchased the entire company.)
Bai did not say how much Timberlake invested in the company. But using Timberlake’s move as a jumping-off point, CSP presents five beverage brands that have earned celebrity status in the past year.