• by Danielle Oster , April 17, 2025

Bodyarmor is introducing a new look.

The Coca-Cola-owned sports drink brand is rolling out the first visual brand refresh in its 15-year history. Bodyarmor’s revamped design encompasses a cleaner serif typeface, refreshed packaging, and the introduction of a shield brand icon, which the brand described as designed to represent “strength, protection and unity.”

“Bodyarmor entered the market in 2011 as the challenger brand, and quickly redefined the sports drink category,” Bodyarmor CMO Tom Gargiulo said 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.”

The simplified design aimed to showcase the drink’s ingredients, differentiating Bodyarmor’s brand portfolio on store shelves, and returning “boldness and energy” to the traditional sports drink category. Bodyarmor’s refreshed visual identity is rolling out across store shelves this month.

Bodyarmor is also launching its largest-ever national brand campaign. Entitled “Choose Better,” the campaign enlists several stars from Bodyarmor’s athlete roster, including Cincinnati Bengals quarterback Joe Burrow, three-time WNBA All-Star Sabrina Ionescu, and Dallas Cowboys wide receiver CeeDee Lamb.

The “Choose Better” launch ad is built around the theme of breaking free from status quo routines to make better selections, while highlighting the “real” aspect of the brand’s ingredients. That approach marks more of an evolution than a departure for the brand, which positioned itself as standing out in a “Field of Fake” in its 2024 Super Bowl debut.

“Choose Better” will make its national broadcast debut this weekend during the NHL playoffs. Running across national television, digital creative, streaming OOH, and social media activations, “Choose Better” is the largest marketing campaign and media spend in the brand’s history.

The 60-second “Choose Better” spot was developed as part of a creative partnership with Los Angeles-based, WPP-backed agency Cartwright.

“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,” Cartwright founder and CCO Keith Cartwright said in a statement.