Bai Brands is ramping up marketing to drive sales of its better-for-you beverages, with sponsorship playing a central role.

Fresh off its first Super Bowl ad, the company has signed new partnerships with the Tribeca Film Festival, the New York City premier of Batman v Superman: Dawn of Justice and the first-ever Panoroma music festival.

The six-year-old company markets water and teas including Bai (enhanced water), Bai Bubbles (sparkling enhanced water) and Antiwater (pure water infused with antioxidants and electrolytes).

The company launched Bai Superteas—a line of truly brewed teas—this past weekend at the Batman v Superman premier in New York City.

Bai markets the products with the “None Of This Makes Sense” tagline to play up the fact that healthy drinks typically do not taste good.

“The definition of health has evolved over the last 10 years. It used to be about taking the bad stuff out of beverages. Now it’s about keeping the good stuff in,” said Michael Simon, Bai Brands CMO, who joined the company in 2014 after holding the same title at Panera Bread Co.

Bai is using the marketing push to engage “Conscious Authentics,” an audience segment comprised of health conscious consumers in their early 30s who look to do business with transparent, authentic and socially responsible companies.

Bai identified the customer segment last year as part of a quantitative segmentation survey.

While the segmentation study identified Bai’s core customer base and what is meaningful to them, it also revealed that less than 7 percent of the U.S. population has heard of the company and its products.

While awareness of Bai may be low, consumers who sample the drinks convert to repeat purchasers at a rate significantly higher than competing products, said Simon. “It reinforces the fact that the product tastes great.”

“Our objectives in 2016 are driving awareness, consideration and trail through advertising, earned media and partnerships.”

The company is using sponsorship to generate trial, access content and promote the brand’s authentic, youthful personality, said Simon.

“Many people only know us by what they see on the shelf. We want to be culturally relevant by aligning with events that help define the brand and let people see what our personality is.”

The Tribeca Film Festival affords exclusivity in the water and flavored water categories, sponsorship of two red carpet premiers and pouring rights at more than 70 events including Spring Studios, the festival’s primary hub.

Bai is still developing activation plans for the July 22-24 Panorama music festival.

Panorama is not Bai’s first involvement in music. The company in 2015 sponsored the Zac Brown Band’s North American tour. Bai activated the sponsorship with a social media contest that offered fans the opportunity to create a Bai-based cocktail (“mocktail”) inspired by a song from the band’s new album. The winner received a VIP experience that included a band meet-and greet.

Bai activated the sponsorship at retail by offering a free song download from the artist’s new album with the purchase of three products.

And additional deals with music and other events may be in the works.

“We’ll continue to be aggressive in this space. Our customer is very much a part of these culturally relevant events. We’re built on the notion of a full flavored life, and that includes art, music, entertainment, fashion and social responsibility.”

Bai is distributed nationally by Dr Pepper Snapple Group, which purchased an equity stake in the company in 2015.