BodyArmor's New Look & Biggest Campaign Yet

BodyArmor Unveils Refreshed Visual Identity and Largest Campaign to Date

BodyArmor is launching a revamped visual identity and its most ambitious national campaign yet. Both initiatives aim to differentiate the Coca-Cola-owned sports drink in the increasingly competitive market.

The new visual identity features a sharper wordmark, cleaner typography, bolder packaging, and BodyArmor's first brand icon. These elements modernize the product's appearance while reinforcing its commitment to real ingredients and superior hydration. The design process focused on attracting consumers without compromising 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

Gargiulo expressed confidence that the new design will attract new customers.

While Coca-Cola's overall sports drink volume saw declines in Q4 2024 and the full year, BodyArmor remains a key brand for future growth, according to CFO John Murphy.

Disrupting Mindless Routines

BodyArmor's new design is showcased in the "Choose Better" campaign, which targets everyday consumers and challenges them to rethink their fitness routines. Developed in partnership with agency Cartwright, the campaign moves away from the industry's typical focus on elite performance.

We shine a spotlight on athletes seeing little improvement because they are going through a mindless routine. It's this disruption, encouraging people to make better lifestyle decisions, including their hydration choice, that we feel will garner mass consumer attention.

— Tom Gargiulo, CMO of BodyArmor Sports Nutrition

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

As BodyArmor's largest media investment to date, "Choose Better" will run across national television, digital platforms, streaming services, out-of-home advertising, and social media. The campaign will air during the NHL Playoffs and Stanley Cup Final, with additional in-arena and broadcast presence. Partnerships with creator-led platforms like Dude Perfect are also central to the strategy.

It's all about meeting the consumer where they are, which in 2025, is everywhere. Traditional media plays a critical role in driving mass awareness, but we've made the conscious decision to move into digital and creator-led storytelling. Thanks to our partnerships with Barstool Sports and Dude Perfect, we're showing up authentically in their content, not just background logos and ad reads, where younger, engaged audiences are spending time.

— Tom Gargiulo, CMO of BodyArmor Sports Nutrition