If you haven't heard of the beverage brand Bai before, you're likely to hear more about it in the near future now that the company has tapped Justin Timberlake as its chief “flavour” officer, investor and spokesperson.
It's the latest beverage endorsement deal for the singer, songwriter and actor after Bud Light and his own Sauza tequila.
Founded in 2009, Bai features a range of enhanced waters infused with fruit flavors and antioxidants.
In the collaboration, Timberlake will help develop new flavor combinations, product launches and marketing campaigns to become the face of the brand.
"I've been a fan of Bai for a long time and when I met Ben and his team, it became clear that I should be involved with this brand," said Timberlake in a statement.
"As a father and someone who is cautious about what my family and I consume, I love what Bai stands for. This partnership was created from a shared desire to help people put better ingredients in their bodies without sacrificing taste."
Products are made with purified water, infused with antioxidants and natural sweeteners, and clock in at five calories and one gram of sugar per serving.
Smartwater, a Coca-Cola subsidiary, also tapped Jennifer Aniston to shill its bottled water, while Vitamin Water spokespersons include 50 Cent and athletes Lebron James and Kobe Bryant.
