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"establish that brand. Just as he did with Jennifer Aniston and Smartwater, and with 50 Cent and Vitaminwater, Oza works on making sure that he has the correct strategy to match the features and benefits of the brand with just the right celebrity endorser. With Bai, a sparkling drink that features antioxidants as a product benefit, Oza was able to convince Timberlake, an entrepreneur in his own right, to invest in Bai. So Timberlake was not only an endorser but a part owner, and he has been intimately involved in the brand strategy. This partnership worked as well, because Bai was sold to the Dr Pepper Snapple Group for $1.7 billion in 2016. Critical Thinking Questions • Oza has established several successful products in the competitive beverage industry. Why has he been able to achieve this success when large organizations with more resources, such as Coca Cola and Pepsi, are forced to buy these new successful brands? • What types of unique marketing support helped to sustain Vitaminwater and Bai’s tremendous growth? • Suggest a celebrity endorsement with a beverage brand, and tell why that pairing would lead to success. What are the brand attributes and the reputation of the endorser that would resonate with specific consumer segments? Sources: John Lynch, “Hollywood’s ‘Brandfather’ Talks About His New Role on ‘Shark Tank,’ Working with 50 Cent and Justin Timberlake,” Business Insider , http://www.businessinsider.com, October 1, 2017; Heidi Parker, “She Has Great Ideas and Is Savvy,” The Daily Mail, http://www.dailymail.co.uk, September 17, 2017; Katie Benner, “He’s Like to Buy the World Something Other Than a Coke,” The New York Times , https://www.nytimes.com, January 6,"