BodyArmor Revamps Brand Identity with "Choose Better" Campaign

BodyArmor Unveils New Look and "Choose Better" Campaign

BodyArmor has launched a refreshed visual identity and its most ambitious national marketing campaign yet, "Choose Better." This dual effort aims to differentiate the Coca-Cola-owned brand in the increasingly competitive sports drink market.

A Fresh Visual Identity

The updated visual identity features a sharper wordmark, cleaner typography, bolder packaging, and BodyArmor's first brand icon. These changes modernize the brand's look while reinforcing its commitment to real ingredients and superior hydration. The redesign carefully balances attracting consumer attention with preserving existing brand equity.

Our goal was evolution, not revolution. BodyArmor has built strong brand equity, and we wanted to refine our look while maintaining the bold, performance-driven identity that consumers recognize and trust.

- Tom Gargiulo, CMO of BodyArmor Sports Nutrition

Challenging Mindless Routines with "Choose Better"

The "Choose Better" campaign targets everyday consumers, encouraging them to rethink their fitness routines. Developed in partnership with the agency Cartwright, the campaign moves away from the industry's typical focus on elite athletic performance.

The campaign highlights the stagnation that can result from mindless exercise routines. It encourages consumers to make more thoughtful lifestyle choices, including their hydration.

A 60-second hero spot depicts people working out in a dystopian setting, seemingly without progress. The scene then transitions to the vibrant outdoors, showcasing athletes, including brand partners Connor McDavid, Sabrina Ionescu, Joe Burrow, and CeeDee Lamb, training effectively and hydrating with BodyArmor.

Reaching Consumers Everywhere

As BodyArmor's largest media investment to date, "Choose Better" will span national television, digital platforms, streaming services, out-of-home advertising, and social media. The campaign debuted during the NHL Playoffs and will continue throughout the Stanley Cup Final, including in-arena and broadcast presence. Partnerships with creator-led platforms like Dude Perfect further extend the campaign's reach.

BodyArmor is committed to meeting consumers where they are, embracing both traditional media and digital storytelling through collaborations with platforms like Barstool Sports and Dude Perfect. This strategy ensures authentic integration within the content that younger audiences engage with.