Bai is an enhanced fruit-flavoured water with a solid foundation in the US. However, Bai was virtually unknown in Canada, and the enhanced water category is extremely competitive, with Vitamin Water having an 83% share of the market. All eyes were on a successful launch in Canada – in the middle of a pandemic at that.

Cundari executed a full 360 digital launch in an irreverent tone of voice allowed for strong branding and product recognition that broke through with Gen Z and millennial Canadian audiences.

In just six months, the results speak for themselves:

• 53% awareness (vs. norm of 39%)
• Significantly above-norm scores in English and French Canada for breakthrough, high levels of enjoyment, and active positive involvement (interesting, unique, and involving.)
• Digital media campaign reached 9M views, with 58M impressions

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