This Just In: Timberlake Says Good Bai

Have you heard of the braspberry yet? If not, we’ll give you the benefit of the doubt and chalk it up to you being without the internet for the last week or two, or sixteen.

That’s because the #FakeNews about Justin Timberlake inventing a new fruit spread online like wildfire last week after a new Bai commercial was released that referenced an Instagram post the pop singer made back in December 2017. In the original Instagram, Justin Timberlake jokingly placed a blueberry inside of a raspberry and coined the new fruit a braspberry.

It was that initial Instagram post which inspired a new commercial promoting the popular Bai drinks. Shortly after the initial release of the ad, the internet went wild and the search term “braspberry” reached a peak popularity score of 100 on Google.

Beyond the temporary search and social hysteria that took place around the fruit’s invention, what stood out to us was the interesting relationship that Timberlake has with the Bai brand. We couldn’t decide whether we like the idea of a new fruit called braspberries or that Justin Timberlake is the Chief Flavor Officer for Bai.

Like all things brand related, the question remains whether this advertising/social experiment will convince people that this fruit drink is a good buy, buy, buy.