BODYARMOR Sports Drink announced an official rebirth of the sports drink brand. With a refreshed visual identity, including a new wordmark, bold packaging and first-ever brand icon, this milestone marks nearly 15 years since BODYARMOR stepped onto the scene and redefined the sports drink category. 

The official roll out begins this month and modernizes BODYARMOR’s look while reinforcing its commitment to real ingredients, innovation, and better-for-you hydration. Alongside the new visual identity is the launch of “Choose Better,” an integrated master-brand campaign that celebrates athletes and consumers who challenge the status quo to become better every day.

The brand 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

“BODYARMOR entered the market in 2011 as the challenger brand, and quickly redefined the sports drink category,” said Tom Gargiulo, chief marketing officer at BODYARMOR, in a statement. “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.”

To celebrate this historic milestone for the brand, BODYARMOR is launching its largest national campaign in brand history, titled ‘Choose Better,” featuring BODYARMOR superstar athletes including Connor McDavid, Sabrina Ionescu, Joe Burrow and CeeDee Lamb.

The new campaign shines a spotlight on mindless routine being compared with a treadmill going nowhere, a dystopian outlook on keeping things as they are. Through the new spot, BODYARMOR champions how better only happens when one breaks free from the status quo and opens up to new possibilities, a world of utopic potential, the company says. “Choose Better” is a rallying cry to make more considered decisions to help make today better than yesterday, and that includes how we choose to hydrate, it adds.

“I love working with a brand that doesn’t always follow the norm and enjoys pushing the limits,” said Connor McDavid. “BODYARMOR is constantly finding ways to change the game, and this new rebranding and campaign reflects that.”

The spot was developed as part of a creative partnership between BODYARMOR and Cartwright, and orchestrated by multi-award-winning commercials 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. Other brands are exalting the champion where we're talking to the everyday consumer and asking what's right for them,” said Keith Cartwright, founder and chief creative officer of Cartwright, in a statement. “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. Our ‘Choose Better’ campaign empowers consumers to make informed decisions and achieve better results.”

“Choose Better” marks the largest marketing campaign and media spend in BODYARMOR history with activation across national TV, digital creative, streaming, out-of-home, and social media extensions.