BodyArmor ‘Rebirth’ Effort: ‘Choose Better’ With McDavid, Ionescu, Burrow, Lamb
Thursday, April 17, 2025 at 02:51PM By Barry Janoff
April 17, 2025: Calling it “an official rebirth,’ Coca-Cola is seeking to give new life to its BodyArmor sports drink brand with new packaging, new logo and a multi-media campaign with a new manta, "Choose Better.”
Initial marketing features such BodyArmor spokespersons as Connor McDavid, Sabrina Ionescu, Joe Burrow and CeeDee Lamb (pictured).
As an official partner with the NHL and Edmonton Oilers captain McDavid, it will have significant presence throughout the upcoming Stanley Cup playoffs and Final.
The brand said "Choose Better" marks the largest marketing campaign and media spend in BodyArmor history.
Founded in 2011 by Mike Repole, Coca-Cola fully acquired BodyArmor in 2021.
"BodyArmor entered the market in 2011 as the challenger brand, and quickly redefined the sports drink category," Tom Gargiulo, CMO, said via BodyArmor. "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.”
BodyArmor said its transformation is rooted in four key areas:
• Modern look and feel
• Simplified design to showcase the reality of ingredients
• Differentiated portfolio
• Bringing boldness and energy back to the traditional sports drink category
Total sports drink category sales are projected to reach $27.5 billion by 2028, according to industry analysts.
The category leader is PepsiCo’s Gatorade, with more than 60%. BodyArmor and Coca-Cola sibling Powerade each have between 11%-12%.
Despite challenges, the category continues to attract challengers.
This month, Michelle Obama’s public benefit company, Plezi Nutrition, launched Plezi Hydration, described as a healthier sports drink option. It arrives with support from NBA star Stephen Curry.
"We've created something with smart ingredients and unbeatable flavor, so people can fuel their bodies the right way,” Curry said via Plezi Nutrition. “No nonsense, no shortcuts — because the next generation deserves better.”
BodyArmor’s launch spot will air on national TV, Internet and social media; support includes out-of-home and in-arena during NHL playoff games.
“I love working with a brand that doesn't always follow the norm and enjoys pushing the limits," McDavid said via the company. "BodyArmor is constantly finding ways to change the game, and this new rebranding and campaign reflects that."
The anchor "Choose Better” spot opens with people mindlessly working out in dank, dark, dreary settings. It then cuts to BodyArmor drinkers, running outdoors in sunlight and exercising in well-lit environments, with music playing as they express their individual styles. Text offers. "Rewrite Your Routine."
“This new visual identity is not just about a fresh look, it's about reinforcing who we are and where we're headed.”
“One of our biggest barriers right now is just not a lot of people know about who we are and what we’re about,” Gargiulo, told CNN. “We think there’s a massive opportunity ahead of us in terms of really exploding this brand’s growth.”
The effort will build to include other BodyArmor spokespersons.
In addition to the NHL, McDavid, Ionescu and Burrow and Lamb, alliances and athletes include U.S. Soccer, Bruce Young, Jalen Brunson, Vlad Guerrero Jr., Donovan Mitchell, Christian McCaffrey, Trae Young, Ryan Blaney, Ronald Acuna Jr. and the Savannah Bananas.
According to Gargiulo, “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."
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