As a final project for Intro to Advertising at Ithaca College, a team of four created an all-inclusive advertising campaign for Bai 5 including audience research, competitive analysis, creative executions and media planning. Campaign included original content, design and photography.

1. 11definition
HI
Kait Turkett, Dominique Falcone, Emily Helwig, Jess Merrill &
Marianna Dunbrook
BAI 5

2. 3322 3
TABLE OF CONTENTS
EXECUTIVE SUMMARY
AGENCY STRATEGY
As a full-service Integrated Marketing Communications firm, we at HiDefinition are committed to
providing our clients with effective and innovative campaigns. We are an ambitious team of profes-
sionals dedicated to developing and implementing new and cutting edge strategy. Our goal is to
discover new trends in the industry and make sure our clients stay updated in their different markets
with their respective audiences. Our firm encompasses the five principles below to define our differ-
ent clients’brands with a campaign strategies that bring only success.
innovationambition
dedication
Bai 5 is an all-natural drink made from coffeefruit, the antioxidant filled shell that
covers the traditional coffee bean. Bai 5 boasts five reasons for consumers to love
its many tropical flavors. It’s all-natural, certified organic including the sweeten-
ers used to flavor the drink. It’s packed with antioxidants from the superfruit cas-
ing of the coffee bean, and has only one gram of sugar per serving.
Additionally, Bai is gluten free, soy free, vegan and Kosher, and it all comes to-
gether in a great tasting, five calorie drink. But what does “Bai” mean? Bai 5‘s
founder Ben Weiss said, “The name - the Mandarin word for “pure”- was chosen
to represent the simple, natural goodness of a beverage dedicated to fostering
great health.”
Our mission is to place Bai as the top juice drink choice for ladies on the go. We
want to let them know that they can balance their “work hard, play hard” ap-
proach towards life, and Bai 5 will help them get there. Through print, television,
and online advertisements, paired with out-of-home and brand activation strat-
egies, HiDefinition will instill in the minds of our target market that Bai 5 is the
best choice when enjoying a healthy, delicious drink.
creativity
THE
BEST
DECISIONSARE MADE IN
high definition.
}
“
“definition
HI
EXECUTIVE SUMMARY – PAGE 2
AGENCY STRATEGY – PAGE 3
HISTORY – PAGE 4
COMPETITOR ANALYSIS - PAGE 5
SWOT – page 6
environmental analysis – page 7
objectives & budget – page 8
research – page 9
Brand value proposition – page 10
Target audience – page 11
campaign strategy – page 12
big idea – page 13
creative strategy – page 14
print ads – page 15
print & internet ads – page 16
commercial storyboard – page 17
ooh ad – page 18
creative testing – page 19
media strategy – page 20
media choices – page 21
media schedule – page 26
media budget – page 27
brand activation – page 28
evaluation – page 32
creative brief – page 34
bios – page 35

3. 5544
COMPETITOR ANALYSISHISTORY
CEO & Founder Ben Weiss travels for twenty years to exotic loca-
tions in search of the best quality green coffee available. In his
travels, Weiss discovers coffeefruit, the casing that surrounds the
coffee bean, a powerful antioxidant.
Weiss starts a makeshift lab in his family’s kitchen working for
over a year to combine coffeefruit with different ingredients to
create a delicious and healthy drink.
2009 BAI 5 IS OFFICIALLY ESTABLISHED.
Initially, Bai 5 is distributed solely to health food stores in Princ-
eton, NJ, but soon grows to be nationally distributed.
Strengths
-VitaminWater is a progressive, well-
known brand recognized for it’s low
calorie count
- Variety of distinct flavors
- Variety of different products in-
cluding Smart Water
- Strong social media presence
- Popular celebrity endorsers such as
Ellen, Jennifer Anniston & 50-Cent
Weaknesses
- Product contains no real fruit juice
- Deceiving serving sizes
- Contains unnatural ingredients
such as corn syrup
- Higher in sugar
VITAMIN WATER
VITACOCO
SPARKLING ICE
Strengths
- Popular celebrity endorsers includ-
ing Madonna & Rhianna
- Distributed internationally
- Unique packaging
- Consistent branding throughout
all platforms
Weaknesses
- Specific/acquired taste
- Easily damaged packaging
- Smaller serving
- Higher in sugar & calories
- Comes in one specific flavor
Strengths
- Low in calories
- Variety of different flavors
- Low price
- Widely distributed
Weaknesses
-Includesartificialsweetener(Splen-
da)
- Artificially colored
- Dated packaging and website
- Perceived as lower quality partial
to its lower price
BAI 5 IS A CERTIFIED ORGANIC, ALL NATURAL FRUIT JUICE
CONTAINING COFFEEFRUIT.

4. 666 7
HEADLINE
7
ENVIRONMENTAL ANALYSIS
6
ANALYSIS
SWOT
STRENGTHS
• Product is highly innovative
• Only drink that uses the
newly discovered health
benefiting coffee superfruit
• Wide variety of multiple
flavors
• Product contains caffeine
which can reach a sub-target
market
• High in antioxidants and low in
sugar
• Five calories per serving gives
products competitive advantage in
health drink market
• Sensitive to food allergies and dietary restrictions
such as gluten free, kosher, soy and glycemic free creates
a niche market
• Website is easy to navigate and minimalistic
WEAKNESSES
• More expensive product which decreases potential
market share
• Product has very low level of awareness
• Because the unique ingredient of coffee superfruit has
never been used before, there is speculation of its credibil-
ity and its claimed health benefits
• Audiences could be under the impression
that the health drink is dehydrating because it
derives from coffee
OPPORTUNITIES
• More flavors can be added to the brand’s collec-
tion
• There is potential to reach more than target mar-
ket of 18-24 year old females
• Society is continuing to become more health
conscious
• Ability to expand the brand’s types of products
and promotions- recipes, daily exercise routines, and/
or create ways to enhance mental and psychological
health
• Increase social media presence
• Increase overall product awareness
• Potential to introduce a marketing strategy similar
to that of‘Toms’– the social responsibility approach
could increase sales and help establish
the brand’s credibility and reinforce
its mission
THREATS
• Competitors have a higher brand
awareness
• The price of repackaging and re-
labeling due to new food labeling
regulations
• Distribution is scattered
• The slow rise from the recent
recession is causing people to
spend less, cutting out prod-
ucts like Bai 5
There is a growing interest in today’s society to be healthy, and the natural foods movement is quickly
spreading, especially among young people. Bai 5 has just five calories, and is made out of 100 percent
natural ingredients which makes it appealing to those who want to be seen buying healthy products. It
also contains antioxidants, which help combat the negative effects of stress, and is gluten free.
FORCES
Bai 5‘s competitors include brands such as Vitamin Water, VitaCoCo and Sparkling Ice. Bai 5 offers a super
low calorie, low sugar, and antioxidant rich drink infused with natural flavors -- all of which can only be
found together in Bai. One thing that sets Bai 5 apart from the competition is the boost of caffeine it gives
you. It’s the light energy from a cup of tea, but in a great tasting, crisp, 5 calorie juice.
COMPETITIVE FORCES
When looking for an on-the-go drink, young consumers are looking for something that tastes great, makes
them feel good, and is easy on the wallet. While Bai 5 may be a little more expensive than some of its com-
petitors, it offers unique elements like antioxidants and caffeine in a super low calorie, tasty drink -- not
found together in any other juice drink on the market. Plus, Bai 5 is sold at stores like Target, WalMart, and
CostCo, all places where price conscious consumers shop.
ECONOMIC FORCES
With all of the regulatory laws banning high sugar sodas and other drinks, Bai 5 is a healthy alternative for
young people that follows these new regulations and standards. Also, the FDA encourages natural foods
and drinks with low sugar, and Bai 5 fits that standard.
REGULATORY FORCES

5. 9988
BUDGET
To increase the sales of Bai 5 by 9%.We will highlight Bai 5’s unique and beneficial attributes
relative to our target audience to accomplish this objective.
To increase comprehension by 70% and conviction by 50% within our primary target mar-
ket of 18-24 year old women. Therefore, 70% of our target will understand and recognize
our message and 50% will act on it. Our effective reach is 70% with an effective frequency
of 4.
The “Indulge Your Health” campaign will run for a year. It will begin April 1, 2016 and end
April 1, 2017. We are using a pulsing media campaign that allows us to have audience.
MARKETING OBJECTIVE
ADVERTISING OBJECTIVE
TIME FRAME
OBJECTIVES
Production Costs
Television
Out of home
Internet
Magazine
We have been allocated 12 million
dollars to execute our campaign.
SUMMARY
Television: $1,620,000
(13.5%)
Transit/ BB: $2,610,840
(22.5%)
Internet: $5,393,372 (45%)
Magazine: $1,075,937 (9%)
Production Costs: $ 1,200,000
(10%)
RESEARCH
1. Determine women’s awareness and perception of the Bai 5 brand within our target
market
2. Determine what women want and need from a health beverage and further under-
stand their purchase behavior
3. Determine the best media channels and vehicles to target our audience most ef-
fectively
RESEARCH OBJECTIVES
PRIMARY RESEARCH
1. HiDefinition Agency conducted one-on-one personal interviews with women with-
in our target market to further understand their perception of the brand and their rela-
tionship with the product. We interviewed 10 women within our primary and second-
ary target markets.
2. We designed a survey using SurveyMonkey to further determine the consumer be-
havior of our target audiences. We want to know what the consumer is looking for in a
health drink and further determine when they would consume the product.
SECONDARY RESEARCH
HiDefinition used Simmons OneView to determine the media vehicles and channels our
primary and secondary target markets use most frequently. We are targeting people
within the age of 18-24, but primarily women. We discovered there is a high social me-
dia and Internet presence amongst these segments. After, we examined social media
and product reviews to further solidify our target markets’psychographic.

6. 11111010
BRAND VALUE PROPOSITION
Bai 5 is an innovative and unique health beverage that comes in a variety of nine exotic fla-
vors and provides a multitude of functional benefits. It is specified in the brand name that
there are five major benefits that the products provide, which include it being five calories,
100% natural, gluten free, glycemic free and antioxidant packed. Additionally, Bai 5 is ko-
sher, low sugar, and has a boost of caffeine. What makes this product unique is the wide
range of health benefits it provides for its consumers without a lack of unique and fruity
taste.
FUNCTIONAL BENEFITS
Since Bai 5 only contains five calories, consumers do not have to feel guilty for drinking a
satisfying, fruit drink. Health conscious consumers want to receive the value of fruit and vi-
tamins, while not consuming too many unwanted calories that will derail the benefits they
are trying to achieve. Consumers can feel confident in their decision of choosing Bai 5 as a
drink on-the-go or anytime. Additionally, they can gain self-confidence because they are
following the health-focused goals they have set for themselves.
EMOTIONAL BENEFITS
Consumers that drink Bai 5 can be identified as both health and environ-
mentally conscious, adventurous, and dedicated to having a balanced
life. They are highly passionate people that take their health and work se-
riously, while still living an adventurous and ambitious lifestyle. They un-
derstand the amount of effort they need to put into their health and that
Bai is the best ways to achieve their personal goals. The naturalness of
the product contributes the cultural revolution of going green and being
environmentally conscious.
SELF EXPRESSIVE
TARGET MARKET
Rachel is an 18-year-old high school
senior from Hershey, Pennsylvania.
She is the treasurer of her class and
captain of the soccer team; a natu-
ral leader. Rachel is a highly involved
and well-rounded woman that en-
joys spending time with her friends,
exercising, and reading. As
shea prepares to go to her
dream college and keep
up with all her extra ac-
tivities,
she tries to lead the
healthiest lifestyle
she can.
RACHEL
Quinn is a junior in college majoring in Environ-
mental Studies. She is originally from Burlington,
Vermont and is determined to positively impact
the world. Quinn is the head of the Compost Club,
an avid gardener, and strict vegan. Between her
schoolwork, saving the environment, and doing
yoga she looks for a natural, vegan health drink.
QUINN
Heather is a young professional that
just moved to San Francisco, Cali-
fornia. She works in the Human Re-
sources Department for a Fortune
500 company. This job setting has a
high stress environment that is fast
paced, which requires her to take
on a multitude of responsibilities.
Off the job, Heather focuses on her
health by running and hiking with
her friends. As she is working hard
in all the realms of her life, she
needs a tasty and fruity drink that
will not derail her efforts.
HEATHER

7. 13131212
CAMPAIGN STRATEGY
Not many people know about Bai 5, its incredible health benefits and its unique
ingredients. There are also a lot of competitors that are highly established
brands already and Bai 5 needs to differentiate itself from them. HiDefinition’s
challenge is to increase Bai 5’s awareness and show our target market that this
is the healthiest option on the market. Bai 5 is for anyone that wants a low sugar
or low calorie drink that has a fruity delicious flavor.
THE CHALLENGE
HiDefiniton Agency found through audience research that women are looking
for a health beverage that is a natural and great tasting low calorie drink that
they do not have to feel guilty about. Women in our target audience are in a
major growth stage of their life and attempting to keep a balance throughout
their busy lives, especially when it comes to their health. Our focus is to purify
and enhance the health of the ambitious and busy woman.
KEY INSIGHT
HiDefintion Agency will focus on providing Bai 5 drinkers with a guilt-free duality of indul-
gence and health benefits to support the balance they attempt to preserve as they take on
their daily adventures with confidence, energy and satisfaction.
THE PROMISE
BIG
IDEA
THE
“
“
INDULGE
YOUR
health.

8. 151414
CREATIVE
Through careful research and analysis, we at Hi Definition have devised a creative strategy
that will draw more attention our brand, Bai 5, by incorporating the beliefs and needs of
our target audience with a friendly and insightful design. Our creative is centered around
our active and hardworking target’s desire for something both healthy and indulging. Our
campaign strategy focuses on how Bai 5 is the perfect indulging treat that is also guilt-free
and healthy.
CREATIVE STRATEGY
Each of our print advertisements show our target audience engaging in active, hardwork-
ing, and healthy activities. To play up the healthy and energizing aspects of Bai 5 we have
developed advertisements with high contrast, saturation, and clarity. We felt that it was im-
portant to show the package on all of our creative, so you can find a flavor of Bai 5 on all of
our media. We consistently use green text in our ads to associate our product with healthy
and natural connotations. The transparent curved break that appears on our magazine ads
is used for motion and a break for our text to lay.
ART DIRECTION
On each of our advertisements, our tagline“Indulge your health”will appear. This tagline is
used to promote our big idea that Bai 5 is both an indulging treat and a healthy drink.There
is also a second placement of copy that explains why Bai 5 fits in perfectly with the lifestyle
of the woman in each scene of our ad as well as including a health benefit of drink that re-
lates to the scene. We have include a call to action in some of our print ads, prompting our
target audience to either go to our website or like us on Facebook.
COPYWRITING
PRINT ADS
15
FOR MORE INFORMATION, VISIT DRINKBAI.COM
INDULGE
YOUR
health.
FOR MORE INFORMATION, VISIT DRINKBAI.COM
INDULGE
The perfect balance of health & taste.
100% Natural.
YOUR
HEALTH.
WE MADE A
DRINK THAT
WORKS AS
HARD AS YOU
DO.
PACKED WITH ANTIOXIDANTS AND A SHOT OF WHITE
TEA THAT WILL GIVE YOU THE EXTRA BOOST YOU NEED.

9. 17171616
STORY BOARD
Length: 30 Seconds
Track: Rather Be - Clean Bandit
Ft. Jess Glynne
1.
2.
3.
4. 5.
Voice over: LADIES, WE TRAIN HARD,
WORK HARD, AND EAT RIGHT. BUT
WHEN ALL OF THAT LEAVES YOU
WANTING MORE DON’T CAVE IN TO
SUGAR...
VOICE OVER: INSTEAD,
INDULGE IN YOUR HEALTH GRAB A
BAI 5, WITH ONLY 5 CALORIES, LOADS
OF ANTIOXIDANTS, AND 9 DELICIOUS
TROPICAL FLAVORS IT’S THE PERFECT
CRAVING KILLER THAT FITS IN WITH
YOUR HEALTHY LIFESTYLE.
We at HiDefinition created a commercial
that every health conscious woman could
relate to. We show the simple problem of
working hard, eating right and conquer-
ing the craving for something sweet. That’s
where Bai 5 comes in, with a satisfying taste
to defeat that craving and remain on par
with every woman's healthy lifestyle.
YOURhealth.
FOR MORE INFORMATION, VISIT DRINKBAI.COM
Indulge
YOUR
FOR MORE INFORMATION, VISIT DRINKBAI.COM
INDULGE
Adventure time means
you’ll need a guilt-free
pick me up.
HEALTH.
5 Calories.
1 Gram of Sugar.
PRINT AD INTERNET AD
YOUR

10. 191818
OUT OF HOME AD CREATIVE TESTING
health.
indulge
YOUR
FOR MORE INFORMATION, VISIT DRINKBAI.COM
THROUGH OUR CREATIVE STRATEGY DEVELOPMENT AND IMPLEMENTATION, WE RECEIVED A
GENERALLY POSITIVE RESPONSE FROM OURTARGET AUDIENCE.
GENERALLY, PARTICIPANTS HAD LITTLETO NO KNOWLEDGE OF BAI 5 AS A BRAND.
HOWEVER, AFTER SHOWINGTHEM OUR ADVERTISEMENTS,WEWERE ABLETO GENERATE A BET-
TER UNDERSTANDING AND RECEIVE DIFFERENT REACTIONS.
ADDITIONALLY, WE HAD SEVERAL PARTICIPANTS NEW TO THE BRAND TRY BAI 5 FOR THE FIRST
TIME.THEIR REACTIONSWERE POSITIVE, AS ANTICIPATED.
PARTICIPANTS DESCRIBED BAI 5 AS:
19
“refreshing”
“trendy”
“healthy” “crisp”
“tropical”

11. 21212020
MEDIA OBJECTIVES MEDIA CHOICES
Bai 5’s target market is women ages 18-
24 years old, with a secondary target
market of men ages 18-24 years old.
Our primary target market consists
of health conscious, versatile women
that attend college or are young pro-
fessionals. These women want to keep
a balance in their life, especially when
it comes to their health and do not
want to feel guilty for drinking some-
thing they enjoy. We would also like
to reach our secondary target market
of men that are trying to achieve the
same healthy, balanced lifestyle.
REACH
TARGET AUDIENCE
HiDefinition will run this advertise-
ment campaign on both national and
regional levels. Due to Bai 5’s recent
expansion to a national distributor, we
will be advertising our television com-
mercials, magazine and internet ads
nationally. Our billboards will be dis-
played regionally in major cities, such
as New York City, Los Angeles, Boston
and Miami. These cities are all heavily
populated with college students and
young professionals.
GEOGRAPHIC
SCOPE PLACEMENT
The women within our target market
mostly use the internet as their main
media source. HiDefinition Agency
will put a higher weight on the inter-
net advertisements. We also recognize
that the women in our target market
are constantly on the go, so we have
also placed a heavier weight on Out
of Home advertising. These women
also read magazines and watch televi-
sion, but to a lesser degree, so we have
placed less weight on these mediums.
MESSAGE WEIGHT
HiDefinition’s effective reach is 70%
with an effective frequency of 4.
REACH & FREQUENCY
A pulsing media schedule will be used
during this campaign. There will be
continuous exposure to Bai 5’s ad-
vertisements with heavier frequency
during strategically specific times
throughout the year. We will adver-
tise more heavily during the spring
and summer months when women
are more focused their body image.
We are also keeping in mind the times
when college students will be present
in the major cities that our billboards
will be displayed in.
REACH & FREQUENCY
DIMENSIONS
Television : 30
Second Commer-
cial
Magazine: 1 full
page color & ½
page color
Internet: Ban-
ner (468xx 60
px), Skyscraper
(120 x 600 px), 30
Second Pre-Roll
Commercial, &
Rectangle (300 x
100 px)
Billboard: 48 feet
x 14 feet
INTERNET
HiDefiniton Agency found through audience research that women are looking for a health beverage that
is a natural and great tasting low calorie drink that they do not have to feel guilty about. Women in our
target audience are in a major growth stage of their life and attempting to keep a balance throughout their
busy lives, especially when it comes to their health. Our focus is to purify and enhance the health of the
ambitious and busy woman.
BANNER AD
HiDefiniton Agency found through audience research that women are looking for a health bever-
age that is a natural and great tasting low calorie drink that they do not have to feel guilty about. Women in our target audi-
ence are in a major growth stage of their life and attempting to keep a balance throughout their busy lives, especially when it
comes to their health. Our focus is to purify and enhance the health of the ambitious and busy woman.
PRE-ROLE COMMERCIAL
PRE-ROLE COMMERCIAL & BANNER
HiDefinition wants to grab the attention of college students and grow their awareness of the brand. The frequency of the
advertisements on this website will increase the attention of the viewers to the product, making them more apt to interact
with the ad.
PRE-ROLE COMMERCIAL
HiDefinition wanted to also target a less formal online news source that was used often by 18-24 year
olds. The Onion’s journalism provides humor, relatable daily life pieces and opinionated news.

12. 23232222
HiDefinition’s target market are young women trying to keep up with
fashion, general news and entertainment. E! Network is beneficial for
our primary target and synergistic with the television advertisements.
SKYSCRAPER
MAGAZINE
For all the women who are looking for fashion, dating tips, and celebrity
news, Cosmo has been the ultimate source of this information. The psy-
chographics of our target match with Cosmo’s status oriented articles
and relatable tips about health, beauty and fashion.
COSMOPOLITAN - 3,015,858
HiDefiniton wanted to use the same frequency tactic with Cos-
mo, just as we did with CollegeHumor. HiDefinition also used
the synergistic tactic of using ads in both the magazine and the
website. Cosmopolitan is a very well established and popular
source of media to our primary target market.
BANNER & RECTANGLE
CNN attracts a large amount of viewers, but young profes-
sionals and college students particularly have a need to
be up to date with their current events. CNN is a reliable
and popular news source often used by this target market.
BANNER
INTERNET CONTINUED
Fit Magazine is for women who are serious
about their health and having a balanced
lifestyle. Bai 5’s values and missions are very
similar to Fitness Magazine’s and HiDefinition
feels that this properly targets the ideas and
goals of the women within our target market.
FITNESS MAGAZINE - 1,501,058
HiDefinition recognizes our target market as young professionals that are
concerned with their appearances and health. Allure is a great media ve-
hicle to grab women’s attention and point it towards Bai 5.
ALLURE - 1,168,138

13. TELEVISION
HiDefiniton chose to advertise on
E! Network because a majority of
our target market watches one or
more shows that are broadcasted
on this network.
The people within our target market are in a
somewhat transitional stage of their life and
attempting learn and find inspiration on
how to establish organization in their own
homes.
There is a heavy weight of our target market
that watches ABC Family. This will increase our
exposure and frequency.
TELEVISION
TLC is a very popular network that our tar-
get market watches because it revolves
around personal stories, lifestyles and fam-
ily life; three main factors that our target
market considers very important.
2424 2525

14. 27272626
MEDIA SCHEDULE MEDIA BUDGET
PRINTADSTELEVISIONINTERNETTRANSIT

15. 28
BRAND ACTIVATION
Objective: To raise brand awareness and equate our brand’s name with one of
the biggest events in the world.
Strategy: With the 2016 Summer Olympics taking place in Rio de Janeiro, Brazil,
it’s a perfect opportunity for Bai 5 to extend its brand activation through a part-
nership with returning Olympian Gabby Douglas and the United States women’s
gymnastics team. Bai 5 is a healthy, natural way to get energized for the day, a
good alternative to soda or coffee drinks for the athletes. Rio is a tropical locale, a
great pairing with Bai 5’s tropical flavors. Also, women in our target market iden-
tify with Olympians who are around their age.
Objective: To increase brand recognition and interaction within our target market of
18-24 through social media platforms they use most.
Strategy: Our target market is the most active generation in terms of social media us-
age on both computers and mobile devices. Through the platforms of Twitter, Face-
book, and Instagram, anyone with an account can propose the newest Bai 5 flavor by
Tweeting, uploading a photo, or creating a status with the hashtag #Bai5FlavorChal-
lenge. Along with this promotion, anyone who likes our Facebook page will have access
to a coupon for 50 cents off any Bai product at any retailer.
1. Bai 5 and the Fab 5:
2. Bai 5 flavor challenge
29
?28 29

16. 3130
Objective: To increase Bai 5’s corporate social responsibility and public image by
giving back to the community that helps make Bai 5 what it is.
Strategy: In the six weeks leading up to Earth Day 2016, Bai 5 will lead a fundrais-
ing effort to give back to the Indonesian community where founder Ben Weiss
discovered the coffee superfruit that is an integral part of the Bai 5 brand. With
every Bai 5 purchased, a percentage of the total sales will be donated to the com-
munity where the coffeefruit is found.
3. Bai 5 gives back
30 31
Objective: Enhance the healthy and active image of the brand by directly linking it to our target's favorite
athletic clothing brand, Lululemon Athletica.
Strategy: Our brand will put out dual advertisements, media and promotions with Lululemon Athletica.
Lululemon is a self described yoga-inspired athletic apparel company that appeals to our target audience. To
promote Bai 5's healthy image, we decided to partner with Lululemon to increase our sales. First, we pro-
mote an incentive coupon of when you make a purchase of $75 or more, you get a free bottle of Bai 5. This
will ultimately bring first the awareness of the product. Next, we will place vending machines of Bai 5 in the
Lululemon flagship stores. In those particular bottles of Bai 5 will have a code at the top of the bottle which
will have unlock coupons on the Lululemon clothes. One bottle per machine will also have a code to unlock
$50 gift card to the store. Lastly, to incorporate social media in our partnership with Lululemon, we will
hold an instagram contest where we will encourage women to take a pictures of themselves with their Bai 5
bottles while wearing their Lululemon apparel on Instagram using the hashtag #BaiandLuluForAHealthyLife.
Using the has tag we will pick a winner every week and repost their picture and name on our Bai 5 Instagram
account and Lululemon's Instagram account. Whether they are at the gym, going for a jog in the park or out
walking their dog, the Instagram will promote both the active and healthy images of both Bai 5 and Lulule-
mon.
4. bai 5 & lulu for a healthy life

17. 33333232
EVALUATION
HiDefinition has three main objectives: to increase comprehension of
Bai 5 by 70%, increase total conviction by 50%, and increase total sales
by 9%. These goals and their accomplishments will be solely met and
determined through the intensity and frequency of advertising and
brand activation tactics throughout the year, varying with each month.
MONTH COMPREHENSION CONVICTION SALES
CONVICTION & COMPREHENSION
PERCENTAGE
TIME /MONTH
PERCENTAGE OF SALES
TIME /MONTH
PERCENTAGE

18. 3535
MEET OURCREATIVEBRIEFdefinition
HI
History:
Bai5isaprivatelyownedcompanyfoundedbyBenWeisswhilesearchingforthebestqualitygreencoffee.This
iswhereWeissdiscoveredthepowerandantioxidantpackedshellingofthecoffeebeancouldbemadeinto
ahealthyanddeliciousbeverage.Theword‘bai’actuallymeanspureinmandarin,whichdisplaystheproducts
focusonnaturalness.Bai5wasonlysoldinPrinceton,NewJerseyatfirst,butthroughwordofmouththebrand
begandistributingnationwideinavarietyofnineflavors.AsBai5continuestogrow,theyconsistentlyfocuson
theuniqueattributesoflowsugar,fivecalories,glutenfree,kosherand100%naturalness.
missionstatement:
OurmissionatBaiistosharethepowerfulantioxidantgoodnessofcoffee’ssuperfruitwiththeworldwhileim-
pactingourcommunitieslocally,inspiringindividualspersonallyandalwaysmovingforwardtowardoptimum,
healthyliving.
goals:
MarketingObjective:ThiscampaignwillincreasethesalesofBai5by9%.
AdvertisingObjective:HiDefinitionwillincreasecomprehensionby70%andconvictionby50%inthetargetmar-
ketofwomenages18-24afterthecompletionofthethiscampaign.Theeffectivereachofthiscampaignis70,
withaneffectivefrequencyof4.
TimeFrame:Thiswillbeayear-longcampaign,startinginApril2016andendinginMarch2017.
targetMarket:
Ourprimarytargetmarketiswomenrangingfromtheagesof18-24.Oursecondarytargetmarketismenrang-
ingfromages18-24.Theprimarytargetmarketforthiscampaignfocusesonwomenthatarecollegestudents,
graduatestudents,oryoungprofessionals.Thesewomenareactiveandstatusorientedindividualsthatleadboth
socialandhealthconsciouslifestyles.Theywantaproductthatwillreflectandbenefittheirlifestylesaswellas
theirvalues.
advertisingproblem:
ThereislackofawarenessoftheBai5productwithinourtargetmarket.Thetargetneedstobeinformedandex-
posedtothebenefitsofBai5,becauseitiscomparativelyuniquetothemarketitisin.Bai5isoftenperceivedby
ourtargetaudienceasanunknownproductcomparedtotheirmorewell-knowncompetitors.Theyareunaware
oftheingredientsandhowitisbetterthantheotherproducts.
Wewillsolvethisissuebypositioningtheproducttohighlightitsuniqueattributesandbenefitsaswellasits
greattaste.HiDefinitionwillfocusonthedualityoftheproductasbothasatisfyingtreatandabeneficialaddi-
tiontotheconsumers’diet.Wewillestablishthisdualitybyusingbalanceasaparallelandreiteratingthefivedif-
ferenthealthbenefitsthatconsistoftheproductbeing100%natural,antioxidantpacked,5calories,lowsugar,
andnaturallysweetenedassupporters.ThiscampaignwillreiteratethefactthatpeoplecanenjoyBai5without
havingtofeelguiltyforitbeingunhealthy.Theycan“indulgetheirhealth”intheexoticanddeliciousflavorsof
Bai5.Thesatisfactionofitstasteandthehealthbenefitsitprovideswillallowpeopletofeelconfidentintheir
decisionofchoosingBai5andalsogivethemextrasupportwhileattemptingtobalancetheirbusylifestyles.
underlyingemotionalneed:
Bai5providesfivegreatbenefitsthatareuniqueandinnovativewithinitsproductmarket.Bai5istheonlydrink
thathas5caloriesperservingandaslowofsugarasitdoes.Bai5drinkerscanfeelconfidentdrinkingtheprod-
uctbecauseitisbothsatisfyingandbenefitstheirhealth.Itprovidesaguiltfreefeelingthatconsumerscannot
gainfromtheirothermorewellknowncompetitors.Bai5willallowconsumerstomaintaintheirnatural,healthy
andbalancedlifestyle.
competitors:VItaminwater,vitacocococonutwater&sparklingice
definition
HI
Kait Turkett
Kait is a sophomore at Ithaca College pur-
suing a degree in Integrated Marketing
Communications with a minor in Politics.
Currently, Kait is a marketing intern for the
UnitedWay ofTompkins County as well as a
leader within the on-campus organization,
Ithaca College United Way. Kait aspires to
work in the field of government relations
after graduation and move to Washington,
D.C. Kait’s favorite Bai flavor is Pomegran-
ate.
TEAM

19. 37373636
Dominique Falcone
Dominique is a sophomore Ithaca College
student studying Integrated Marketing
Communications with a minor in Art Histo-
ry. Dominique has been a middle distance
runner of the Ithaca CollegeTrack and Field
team. Currently, she is a sales associate at
kate spade new york. She plans to study in
LosAngelesforthespringofherJunioryear.
She is originally from Westchester, New
York. She hopes to pursue a career in mar-
keting in the fashion industry. Dominique’s
favorite flavor of Bai 5 is Dragonfruit.
definition
HIMEET OUR
TEAM
Emily Helwig
Emily is a senior journalism major at Ithaca
College, with a minor in Integrated Market-
ing Communications. Most recently, Emily
served as an editorial intern in Los Angeles
atThe Hollywood Reporter, and a public re-
lations intern at Love PR. After graduation,
she plans to leave her hometown of Buffa-
lo, NY to pursue a career in entertainment
journalism or television scriptwriting. Em-
ily’s favorite Bai 5 flavor is peach.
MEET OUR
TEAMdefinition
HI

20. 39393838
MEET OUR
Jess Merrill
Marianna is a sophomore Integrated Mar-
keting Communications student at Ithaca
College. Currently, Marianna is the Design
Editor at The Ithacan and next semester
will be Co-Advertising Chair for SAB. This
summer Marianna will be interning at Me-
diaVest in New York City and next spring
will be spending the semester in LA. Upon
graduation, Marianna intends to pursue a
career in branding or public relations. Mari-
anna’s favorite Bai 5 flavor is Mango.
TEAM definition
HIMEET OUR
TEAMdefinition
HI
Marianna Dunbrook
Jessica is a sophomore Ithaca College stu-
dent studying Integrated Marketing Com-
munications with a minor in Still Photog-
raphy. Currently, Jessica is a photographer
for the on campus organization, HiFashion
Studios and hopes to study in New York
City the spring of her Junior year. She is
originally from Manchester, Vermont and
hopes to move to New York City after grad-
uation and pursue a career in photography
or public relations. Jess’favorite Bai 5 flavor
is also peach.