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Bai’s Success Based On “Unbelieving”

May 1, 2017: 12:00 AM EST
Bai Brands, successful marketer of antioxidant infusion drinks, was built on notion of “unbelieving,” or challenging status quo, innovating with passion and purpose. Concept has helped it build big market following, and commensurate sales: $425 million so far this year, three times 2015 revenues. Company was bought by Dr Pepper Snapple last year for $1.7 billion. Latest project is web video series –premiered during New York’s Tribeca Film Festival – profiling people who embody Bai’s concept of unbelieving. 
Dale Buss , "Bai Watch: 5 Questions With CMO Michael Simon", Brandchannel, May 01, 2017, © Interbrand
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