BodyArmor is unveiling a fresh new look this month, along with its largest national campaign to date, according to details shared with Marketing Dive. The goal is to differentiate the Coca-Cola-owned sports drink from an increasingly crowded market since its inception in 2011.
The updated visual identity features a more defined wordmark, cleaner typography, bold packaging, and BodyArmor’s first brand icon. These changes aim to modernize the product’s appearance while emphasizing its commitment to real ingredients and healthier hydration. Throughout the design process, BodyArmor strived to strike a balance between catching consumers’ attention through displays and shelves while maintaining its established brand equity.
“Our objective was evolution, not revolution. BodyArmor has established strong brand recognition, and we wanted to enhance our appearance while preserving the bold, performance-driven identity that consumers know and trust,” said Tom Gargiulo, CMO of BodyArmor Sports Nutrition, which encompasses the BodyArmor and Powerade brands, in a statement via email. Gargiulo is confident that the new design will attract new customers to the brand.
The Coca-Cola Company reported a 2% decline in unit case volume of sports drinks in Q4 2024 and a 1% decrease for the full year, with growth in Europe, the Middle East, and Africa partially offset by declines in North America and Asia Pacific. BodyArmor was highlighted as one of the brands that the beverage giant has high expectations for in the future by Chief Financial Officer John Murphy at the Consumer Analyst Group of New York Conference in February.
Challenging Routine Mindsets
BodyArmor’s updated design is showcased in the “Choose Better” campaign, aimed at everyday consumers to inspire them to rethink their fitness routines. Developed through a creative collaboration between the brand and agency Cartwright, the campaign shifts away from the industry’s emphasis on elite performance as the ultimate goal of exercise.
“We focus on athletes who are not seeing progress because they are stuck in a mindless routine,” Gargiulo explained. “By disrupting these habits and encouraging individuals to make better lifestyle choices, including their choice of hydration, we believe we will capture widespread consumer attention.”
A 60-second flagship ad unfolds in a dystopian underground setting where numerous individuals are working out without making advancements. The scene transitions to the outdoors, showing athletes like brand partners Connor McDavid, Sabrina Ionescu, Joe Burrow, and CeeDee Lamb, working hard and staying hydrated with BodyArmor.
As part of BodyArmor’s most extensive media investment in its history, “Choose Better” will be featured on national television, digital platforms, streaming services, out-of-home displays, and social media. After premiering during the NHL Playoffs, the ad will continue airing throughout the playoffs and the Stanley Cup Final, with the brand having a presence both in-arena and on broadcast. Collaborations with creator-led platforms such as Dude Perfect complete the comprehensive strategy.
“Our goal is to engage consumers across all platforms, as in 2025, they are everywhere. While traditional media remains crucial for generating broad awareness, we have made a strategic shift towards digital and creator-led storytelling,” Gargiulo stated. “Through partnerships with Barstool Sports and Dude Perfect, we are authentically integrating into their content, reaching younger, active audiences where they spend their time.”