BAI

Head of Wonder

Bai made a big bang when it was launched in the early 2000s. But increased competition and fickle fans made the brand dated and irrelevant. Working closely with the brand team, we revamped everything: the formula, the packaging, the vibe, positioning it as a true Wonderwater. All that was needed was a campaign idea equal to the wonder. And we found it with our new Head of Wonder, Sydney Sweeney.