\n
Between legacy brands like Gatorade and new entrants like Alex Cooper\u2019s Unwell Hydration, competition in the sports-drink category is as stiff as ever. Coca-Cola\u2019s BodyArmor is suiting up.<\/p>\n
On Thursday, the brand announced a new look, marking its first rebrand in the company\u2019s history, as well as an accompanying campaign featuring some of the biggest stars on its roster of athletes. The refresh is meant to help BodyArmor stand out both visually and in terms of its product attributes, CMO Tom Gargiulo said.<\/p>\n
\u201cWe just felt like it was a good time for us to take a step back, look at how we\u2019ve executed the brand, [and] identify opportunities for us to really enhance the branding, to really elevate what makes us different and unique versus the competition,\u201d he told Marketing Brew.<\/p>\n
Body shop:<\/strong> To stand out on shelves shared with competitors, Gargiulo said his team wanted to \u201cmake sure that you can see BodyArmor from afar,\u201d so the new packaging, which started rolling out in stores this month, features bolder typefaces meant to \u201cmodernize the wordmark.\u201d<\/p>\nOne of the other changes the team implemented during the rebranding process was to move the list of key product benefits from the back or side of the BodyArmor bottle to the front of the label, Gargiulo said. The fruit imagery featured on the bottles also got an update, he said.<\/p>\n
\u201cThere was a lot going on on the packaging, and we wanted consumers to really walk away understanding clearly what the flavor was and what fruit was actually in the product,\u201d Gargiulo said.<\/p>\n
Calling an audible:<\/strong> Along with the visual refresh, BodyArmor is airing a new campaign called \u201cChoose Better,\u201d which Gargiulo said is meant to position the brand as \u201csuperior\u201d to other sports drinks. The ads feature some of the pro athletes from BodyArmor\u2019s roster like Cincinnati Bengals quarterback Joe Burrow, Dallas Cowboys wide receiver CeeDee Lamb, New York Liberty guard Sabrina Ionescu, and Edmonton Oilers center Connor McDavid, but they also incorporate shots of recreational athletes working out in an effort to help the creative feel more relatable to everyday consumers, Gargiulo said.<\/p>\n\n
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Though BodyArmor is getting a new visual identity, Gargiulo said his team sees the refresh and campaign as more of a new era for the brand as opposed to a full overhaul.<\/p>\n
\u201cIt\u2019s not necessarily like we\u2019re starting over again,\u201d he said. \u201cWe\u2019re calling a new play. It\u2019s a natural evolution.\u201d<\/p>\n
The \u201cChoose Better\u201d campaign is backed by BodyArmor\u2019s biggest media spend yet, according to the brand, with buys spanning national TV, streaming, social, and out-of-home. It\u2019s set to start running this weekend during the NHL\u2019s Stanley Cup playoffs. The campaign includes 15- and 30-second spots, as well as a 60-second cut that will air during the Stanley Cup finals, according to Gargiulo.<\/p>\n
Drink up:<\/strong> Sales are always top of mind for BodyArmor sponsorships and campaigns, and Gargiulo said he\u2019ll be looking at KPIs like brand awareness and trials of products in association with \u201cChoose Better,\u201d too.<\/p>\n\u201cOur objective is to really just make sure that our brand is getting in front of as many eyeballs as we possibly can, and getting our product in as many hands as we possibly can,\u201d he said.<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Between legacy brands like Gatorade and new entrants like Alex Cooper\u2019s Unwell Hydration, competition in the sports-drink category is as stiff as ever. Coca-Cola\u2019s BodyArmor is suiting up. On Thursday, the brand announced a new look, marking its first rebrand in the company\u2019s history, as well as an accompanying campaign featuring some of the biggest […]<\/p>\n","protected":false},"author":1,"featured_media":22187,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-22186","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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