• by Danielle Oster , 2 hours ago

Bodyarmor is bringing its brand refresh campaign up north. 

After launching “Choose Better” in the U.S. earlier this year, the Coca-Cola sports drink brand is expanding the brand refresh effort to Canada with a campaign designed specifically for that market. The revamped branding includes a “refreshed visual identity, including a new wordmark,” as well as new packaging design. Consumers in Canada, where the brand first launched in January of 2024, will see the new packaging roll out in stores this month.

“Expanding Bodyarmor’s 'Choose Better' campaign into Canada was a strategic move fueled by strong brand momentum and consumer demand,” Body Armor Sports CMO Tom Gargiulo told Marketing Daily. He said the brand had gained momentum in the country since its 2024 launch in Canada.

Gargiulo added that the brand had seen signs of success from the "Choose Better” campaign launch in the U.S., “including an increase in dollar share growth and audience expansion, specifically with [millennial and Gen Z consumers].”

So what’s different about the iteration of “Choose Better” launching in Canada?

“We’re leaning into what the younger, sport-inspired consumer in Canada is passionate about: sports/fitness, athletes and of course, hockey,” Gargiulo said, with the campaign “uniquely crafted to hero culturally relevant athletes and Canadian icons” — including Edmonton Oilers captain Connor McDavid and Toronto Blue Jays All-Star Vladimir Guerrero Jr.

“Plus, we made the strategic decision to align this unveil to the start of the 2025-2026 NHL season, one we know fans eagerly anticipate each year,” he said. Following the brand’s launch in Canada, Bodyarmor entered into a multi-year sponsorship agreement with the NHL ahead of the 2024 Stanley Cup Playoffs, making it the official sports drink of the league.

The launch campaign promoting the brand refresh in the country is running nationally across Canada, including key cities such as Vancouver, Toronto, Ottawa, Montreal, Edmonton, and Calgary. It initially debuted across the brand’s social channels, paid media, and partner channels, and made its broadcast debut during the NHL’s opening night, Oct. 7.

Gargiulo explained that the packaging refresh was a response to evolving consumer trends after nearly 15 years on the market.

“The refined design — featuring a cleaner wordmark, modern layout, and improved shelf visibility — was crafted to disrupt retail, catch attention through strong displays, and ultimately recruit new households to the brand,” he said.