BODYARMOR Debuts a New Visual Identity and its 'Choose Better' Campaign
Debra John — April 17, 2025 — Marketing
References: instagram & drinkbodyarmor
BODYARMOR Sports Drink debuts its new 'Choose Better' campaign alongside a complete visual rebrand, marking nearly 15 years since its launch. The refreshed identity features a modernized wordmark, bold packaging, and the brand’s first icon, reflecting its continued commitment to real ingredients and better-for-you hydration.
The campaign encourages athletes and consumers to break free from routine and make more intentional choices—starting with how they hydrate. Moreover, it highlights "BODYARMOR’s founding promises: effective hydration, clean ingredients, great taste, and no artificial flavors, sweeteners, or dyes."
As part of its largest national campaign to date, BODYARMOR showcases top athletes like Connor McDavid, Sabrina Ionescu, Joe Burrow, and CeeDee Lamb. Through cinematic storytelling, the campaign "contrasts the stagnancy of the status quo with the potential for positive change." With this relaunch, BODYARMOR reinforces its mission to redefine the sports drink category through bold wellness-driven values.
Image Credit: BODYARMOR
The campaign encourages athletes and consumers to break free from routine and make more intentional choices—starting with how they hydrate. Moreover, it highlights "BODYARMOR’s founding promises: effective hydration, clean ingredients, great taste, and no artificial flavors, sweeteners, or dyes."
As part of its largest national campaign to date, BODYARMOR showcases top athletes like Connor McDavid, Sabrina Ionescu, Joe Burrow, and CeeDee Lamb. Through cinematic storytelling, the campaign "contrasts the stagnancy of the status quo with the potential for positive change." With this relaunch, BODYARMOR reinforces its mission to redefine the sports drink category through bold wellness-driven values.
Image Credit: BODYARMOR
Trend Themes
1. Wellness-driven Branding - The focus on clean ingredients and better-for-you hydration aligns with growing consumer demands for wellness and transparency in product offerings.
2. Cinematic Storytelling in Marketing - Using top athletes and cinematic storytelling to convey brand messages appeals to audiences seeking authenticity and engagement in advertising.
3. Iconic Branding Elements - Introducing the brand’s first icon enhances recognition and loyalty, tapping into consumer preference for visually impactful and memorable brand identities.
Industry Implications
1. Sports Drink Industry - The sports drink sector is ripe for innovations that prioritize natural ingredients and health-conscious alternatives to traditional offerings.
2. Marketing and Advertising Industry - Marketing strategies that integrate storytelling and celebrity endorsements can disrupt traditional campaigns by increasing emotional connection and relatability.
3. Consumer Packaged Goods Industry - Redesigning packaging to be bold and modern presents opportunities for differentiation in a crowded market, appealing to design-savvy consumers.
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