Case Study: BAI achieves strong Canadian brand awareness with Cundari Group

BAI reaches 53% awareness in 6 months with Cundari Group

BAI, an enhanced fruit-flavored water brand, faced the significant challenge of launching in the highly competitive Canadian market where it was virtually unknown. With Vitamin Water holding an 83% market share, the goal was to achieve strong brand recognition and break through to Gen Z and millennial audiences, all during the midst of a pandemic.

The vendor, Cundari Group, executed a full 360-degree digital launch campaign using an irreverent tone of voice to drive branding and product recognition. The results were highly successful, achieving 53% brand awareness against a norm of 39% within just six months. The campaign also garnered significantly above-norm scores for breakthrough and enjoyment, along with 9 million video views and 58 million digital impressions.

BAI