Case Study: Bai achieves bold brand differentiation with Black Math

Bai builds a bold brand over four years with Black Math, leading to a $1.7B acquisition

The customer Bai, a beverage company, faced the challenge of needing to visually differentiate itself to compete with much larger brands. To achieve this, they partnered with the vendor Black Math for a range of creative services including campaign strategy, visual development, and live action production.

Black Math served as a deeply embedded creative partner, focusing on an art-first approach that brought artists to the center of the brand. This four-year partnership produced five major award-winning campaigns that established Bai's cultural presence and elevated its visual language, ultimately contributing to the brand's acquisition by Keurig Dr Pepper for $1.7 billion.

Bai