BodyArmor Taps Athletes To Champion Rebrand, New Campaign
Set to premiere during this weekend’s NHL Playoffs, BodyArmor’s new campaign highlights better-for-you hydration
BodyArmor, a sports drink owned by Coca-Cola, is rolling out a major rebrand this month alongside a “Choose Better” campaign supported by athletes Connor McDavid, Sabrina Ionescu, Joe Burrow and CeeDee Lamb—its largest campaign and media spend to date.
The campaign spotlights the sports drink’s revamped look and enhanced product offerings, with a commercial created in collaboration by Cartwright and director Noam Murro.
“When we started the work with BodyArmor, we needed to find a unique white space in a very cluttered category, and we did,” Cartwright, founder and chief creative officer Keith Cartwright said. “Other brands are exalting the champion, where we’re talking to the everyday consumer and asking what’s right for them. With this campaign, we are encouraging consumers to question their routines. Are they mindlessly following the herd or thoughtfully choosing what’s best for their bodies? BodyArmor stands out in a crowded market by asking these critical questions and offering better-for-you hydration with natural ingredients.”
In its 60-second spot, BodyArmor ends by highlighting its key selling points: real hydration with coconut water and no artificial dyes. The ad will air nationally on TV, digital, streaming and social media, debuting on national broadcast during the NHL Playoffs.
“BodyArmor entered the market in 2011 as the challenger brand and quickly redefined the sports drink category,” BodyArmor chief marketing officer Tom Gargiulo said. “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. We’re raising the bar once again, delivering a brand and product line-up that fuels the next generation of athletes and hydration-conscious consumers.”