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Bai Bubbles maker Bai Brands has announced a new advertising campaign in the US, featuring its 'chief flavour officer' Justin Timberlake. 

Dr Pepper Snapple Group has agreed to purchase Bai Brands

Dr Pepper Snapple Group has agreed to purchase Bai Brands

The 30-second spot will air during the 2017 Super Bowl on 5 February. The national ad follows the company's first regional Super Bowl activation in 2016. 

"When we saw the impact that last year's commercial had on our brand awareness and engagement, we knew we had to do something again, but on a national stage," said Ben Weiss, founder & CEO of Bai. 

Bai appointed Timberlake to the flavour role last November. According to the company, the singer and actor is involved with new flavour innovation, product launches, marketing campaigns and digital content. Timberlake will appear in the ad alongside a 'special guest', the company said.

In November, Dr Pepper Snapple Group agreed to purchase Bai Brands in a deal with US$1.7bn. The transaction is expected to close during the first quarter of 2017. 


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