Revamped Bodyarmor Image by Coca-Cola packs a potent punch in the competition amongst sports beverages
Bodyarmor, the popular sports drink brand, has announced a significant update to its visual identity and marketing strategy. This is not a full rebrand, but a 'brand reinforcement' aimed at reinforcing the company's bold, authentic, and unapologetically real identity.
The new campaign, devised by Jones Knowles Ritchie, features a cleaner color palette and modern images of fruit to reflect the natural ingredients claim. The brand's logo has been streamlined with refined serifs for a more modern and dynamic feel. The new tagline, 'Choose Better', suggests a focus on superiority or consumer decision-making.
The update comes as the market for energy drinks has matured, with consumers now being more informed and savvy. Bodyarmor is looking to capitalise on this trend by providing more detailed information about its ingredients and nutrition. The brand is highlighting that it's made with coconut water, natural flavors, specific amounts of electrolytes, and no artificial flavors or colors.
Athletes are increasingly looking for more than just thirst quenching from performance drinks; they want vitamins, electrolytes, and natural ingredients. Bodyarmor's new packaging design update makes the flavor description stand out more, with the brand's more unusual combinations, like strawberry banana and peach mango, being a part of what makes it unique.
The update is being launched with a major ad campaign, featuring athletes training in a dystopian world with Bodyarmor, contrasted with training in the natural world. The campaign, created by Bodyarmor's in-house team and Cartwright, marks a departure from using celebrity athletes, instead focusing on everyday people choosing the product and breaking out of routines.
The update aims to address the suspicion that some energy drinks are just sugar water by providing more detailed information about their ingredients and nutrition. Tom Gargiulo, the chief marketing officer, states that the new visual identity is not just about a fresh look, but about reinforcing who they are and where they're headed.
The brand reinforcement campaign features notable endorsements from athletes such as Connor McDavid, Sabrina Ionescu, Joe Burrow, and CeeDee Lamb. The campaign feels reminiscent of Apple's famous 1984 ad, though it does not hit as hard.
The packaging design has been updated, with a simpler, straighter shield motif and a list of ingredients and nutrition details taking pride of place on the front. The brand reinforcement aims to reinforce its bold, authentic, and unapologetically real identity.
For those unfamiliar with the difference between a brand refresh, rebrand, and brand reinforcement, a brand refresh involves minor updates to a brand's visual elements or messaging to modernise and stay relevant while maintaining the core identity of the company. A rebrand is a deeper, strategic process of changing a company's entire identity, which may include the name, logo, messaging, and market positioning. Brand reinforcement focuses on consistently promoting and strengthening the existing brand identity and values internally and externally.
In summary, Bodyarmor's brand reinforcement is a strategic move to emphasise the drink's functional performance aspects, including vitamins, electrolytes, and natural ingredients, while reinforcing its bold, authentic, and unapologetically real identity. The new campaign is set to appeal to a more informed and savvy consumer base, potentially giving Bodyarmor an offensive edge in the mature energy drink market.
- The popular sports drink brand, Bodyarmor, has announced a brand reinforcement to emphasize its bold, authentic, and unapologetically real identity.
- The new visual identity features a cleaner color palette, modern images of fruit, a streamlined logo, and a new tagline, 'Choose Better'.
- The brand reinforcement campaign aims to capitalize on the trend of more informed and savvy consumers, providing detailed information about Bodyarmor's natural ingredients and nutrition.
- The new packaging design update emphasizes the flavor description and includes unique combinations like strawberry banana and peach mango.
- Bodyarmor's new ad campaign features athletes training in a dystopian world with the drink, contrasted with training in the natural world, and focuses on everyday people choosing the product.
- The brand reinforcement addresses the suspicion that some energy drinks are just sugar water, highlighting that Bodyarmor is made with coconut water, natural flavors, specific amounts of electrolytes, and no artificial flavors or colors.
- The campaign features notable endorsements from athletes like Connor McDavid, Sabrina Ionescu, Joe Burrow, and CeeDee Lamb, drawing inspiration from Apple's famous 1984 ad.
- The packaging design update features a simpler, straighter shield motif and a list of ingredients and nutrition details taking pride of place on the front, reinforcing Bodyarmor's commitment to authenticity and transparency in its branding.
