BODYARMOR has unveiled a bold new visual identity refresh, marking its first major rebrand in nearly 15 years since its 2011 launch in the sports drink market. The refresh includes a new wordmark, bold packaging, and the brand’s first-ever icon: a gladiator-style shield formed by the initials “BA.” This modernized design features a sharper serif typeface and a simplified visual language, emphasizing ingredient transparency and shelf impact. The rebrand was created in collaboration with creative agency Jones Knowles Ritchie.
A Fresh Look for BODYARMOR
The new visual identity is more than just a fresh look; it’s about reinforcing who BODYARMOR is and where it’s headed. I find that a well-designed brand identity can make a significant difference in how a brand is perceived by its target audience. BODYARMOR’s rebrand is a great example of this, with its modern design and emphasis on ingredient transparency. The brand’s core values of hydration, better-for-you ingredients, better taste, and no artificial flavors, sweeteners, or dyes remain at the forefront.
The “Choose Better” Campaign
BODYARMOR launched its largest marketing campaign, “Choose Better,” alongside the rebrand. This integrated, multi-channel campaign celebrates athletes and consumers who challenge the status quo. I appreciate how the campaign aligns with BODYARMOR’s sponsorship as the official NHL sports drink for the 2024 postseason, leveraging the high visibility of the Stanley Cup Playoffs. The campaign was produced by advertising agency Cartwright, and it’s great to see how it’s amplifying awareness of the refreshed identity.
Some key aspects of the “Choose Better” campaign include:
* Celebrating athletes who challenge the status quo
* Leveraging BODYARMOR’s NHL sponsorship
* Maximizing brand exposure during the Stanley Cup Playoffs
You can learn more about BODYARMOR’s campaign on their official website. For those interested in exploring other successful marketing campaigns, check out some creative April Fools’ marketing campaigns.
Reinforcing BODYARMOR’s Brand DNA
The rebrand reinforces BODYARMOR’s core values and positions the brand as a bold, authentic challenger in a category dominated by legacy players. Tom Gargiulo, CMO of BODYARMOR, stated that the new visual identity is about delivering a brand and product line-up that fuels the next generation of athletes and hydration-conscious consumers. I’ve seen how a strong brand identity can help a brand stand out in a crowded market, and BODYARMOR’s rebrand is a great example of this. For more information on branding and marketing, you can submit a dessert recipe to our site and see how branding applies to different industries.
Celebrity Athlete Endorsements
The “Choose Better” campaign is supported by notable athlete endorsers, including Connor McDavid, Joe Burrow, Sabrina Ionescu, and CeeDee Lamb. These partnerships enhance BODYARMOR’s credibility and appeal among sports enthusiasts. I think it’s great to see how these endorsements can help amplify the brand’s message. If you’re interested in learning more about how celebrity endorsements can impact a brand, check out our article on snacking trends and innovations.
Strategic Partnerships and Launch Timing
BODYARMOR’s campaign launch during the NHL Playoffs maximizes brand exposure and engagement, aligning with its official category sponsorship. This strategic timing leverages the high visibility of the Stanley Cup Playoffs to amplify awareness of the refreshed identity. For businesses looking to leverage strategic partnerships, it’s worth considering how BODYARMOR has used its NHL sponsorship to its advantage. You can find more information on BODYARMOR’s parent company, The Coca-Cola Company, and submit your favorite local dessert shop to our business directory.
Conclusion and Future Outlook
BODYARMOR’s rebrand and “Choose Better” campaign mark a significant step forward for the brand. With its bold new visual identity and emphasis on ingredient transparency, BODYARMOR is well-positioned to continue growing its presence in the sports drink market. For more insights on branding and marketing, be sure to check out our article on rebranding strategies and visit our Churro & foodie-themed apparel shop for some fun merchandise.