Justin Timberlake Chief Flavor Officer
Justin Timberlake is from now on not only a singer, actor, restaurant owner, chairman and CEO of a record label but also a ‘Chief Flavor Officer’. He recently invested in Bai Brands and is now on board for business decisions.
Justin said he’s been a fan of the brand for a long time now; “This partnership was created from a shared desire to help people put better ingredients in their bodies without sacrificing taste.”
Bai Brands seems to becoming extremely successful with $120 million booked in sales last year and claims to not necessarily need a celebrity to find success. CEO Ben Weis told that there are several other reasons for Bai Brands to cooperate with Justin Timberlake.
“We don’t need a celebrity to find success, we found success without them,” “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.”
One of these reasons is that Justin- at the age of 35- is the core demographic Bai strives for since Bai Group’s main target group consists of older millennials.
Even though Ben Weis claims they don’t need Justin Timberlake to be successful, he doesn’t deny that having the Granny-winner on board is helpful on the marketing side. Bai Group’s expects to ‘more than double’ it’s spending on marketing in 2017 and Timberlake will be a big part of their marketing message.