- BODYARMOR sports drink is heading into spring with a new look and a new campaign that highlights the brand’s DNA as being bold, authentic and unapologetically real.
- The campaign, using the tagline “Choose Better,” features athletes Connor McDavid, Sabrina Ionescu, Joe Burrow and CeeDee Lamb, and highlights their drive to challenge the status quo to become better every day.
- The brand refresh also includes a new visual identity that includes a modern look and feel, a simplified design to showcase the ingredients, and a new wordmark that is cleaner and sharper.
Touted as the brand’s biggest marketing effort ever, the new campaign will debut during the NHL Playoffs this weekend. The commercial depicts a dystopian world where masses of people exercise underground in the same fashion, doing the same routines with the same orange sports drink by their side.
Above them, however, a group of athletes, including the professional endorsers, are doing their own thing – running, biking, playing basketball and hockey, etc. – while accompanied by BODYARMOR. Onscreen text encourages people to “Rewrite Your Routine” and then lists BODYARMOR’s attributes as, “Real Hydration, Electrolytes, Coconut Water, No Artificial Dyes.”
“BODYARMOR entered the market in 2011 as the challenger brand, and quickly redefined the sports drink category,” said Tom Gargiulo, Chief Marketing Officer at BODYARMOR, in a statement. “Over the years, the landscape has evolved but our DNA remains the same – bold, authentic, and unapologetically real. This new visual identity is not just about a fresh look, it’s about reinforcing who we are and where we’re headed.”
The spot will run on national television, streaming and digital, and will include out-of-home and social media extensions.
