From crowded shelves to commanding attention
It’s not easy to stand out in the beverage aisle these days. Between legacy brands that dominate entire shelves and newer players popping up faster than ever, most drinks get a glance—if they’re lucky—and then fade into the blur of colorful labels and buzzwords. But BodyArmor decided to flip that script.
Their latest campaign, Choose Better, isn’t just another catchy tagline. It’s a full-on reintroduction to who they are, what they believe in, and where they think the industry should be headed. And unlike some campaigns that show up and fizzle out, this one is sticking—and it’s doing more than just generating hype. It’s driving real results.
Why the Choose Better campaign hits differently
BodyArmor could’ve leaned on celebrity athletes alone, tossed in a high-energy TV spot, and called it a day. But this time, they took a different route. They turned the spotlight on everyday people who are stuck in autopilot mode—going through the motions at the gym, sticking to the same routine, and seeing no change. The campaign breaks that monotony by offering a choice: keep coasting, or Choose Better.
This messaging cuts through because it taps into something everyone feels—burnout, stagnation, the feeling that your effort isn’t producing results. And it’s not telling people they’re doing it wrong. It’s just reminding them they have a choice, and BodyArmor positions itself as the smarter one.
And here’s where things get strategic: this story isn’t being told in just one place. It’s on national TV, yes, but also in Stanley Cup arenas, inside influencer-led content from creators like Dude Perfect, and embedded naturally in Barstool-style entertainment. When a brand says they want to meet consumers where they are, this is what that looks like in action.
The real power of brand identity
This campaign wouldn’t have worked without the visual overhaul. BodyArmor refreshed everything—from typography to packaging to the addition of a sleek new brand icon. It’s not just about looking pretty. It’s about sending a clear, visual signal that the brand has evolved without abandoning what worked before.
Many brands fear rebrands because they don’t want to alienate their loyal base. But BodyArmor’s approach is a lesson in subtlety. They didn’t start from scratch—they elevated what already resonated. It’s the difference between changing who you are and maturing into who you’re meant to be. This balance made BodyArmor’s campaign not just aspirational, but believable.
What brands can learn from this Choose Better moment
Here’s where it gets interesting for other marketers, founders, or teams trying to breathe life into their own brand. BodyArmor didn’t start this campaign from a place of dominance—they started from a dip. Coca-Cola’s report showed sports drink sales had slipped slightly, and North America was one of the challenging regions. But instead of retreating, they doubled down.
They looked at what wasn’t working and asked: what would better look like? And they answered that by not just improving the product or adding noise, but by reshaping the experience around it.
This campaign didn’t just rely on traditional media or digital ads. It took a hybrid path that many brands today need to consider: scale your message through reach, but amplify it through relevance. Because when you show up in a creator’s content naturally, not just as a logo slapped in the corner, you earn trust, not just attention.
How entrepreneurs can apply this campaign’s lens
If you’re an entrepreneur or marketing leader, there’s a clear takeaway here. You don’t need BodyArmor’s media budget to pull off something impactful. What you need is clarity on what your audience is settling for—and how you can offer better.
Start by asking:
- Where are your customers stuck in a routine?
- What assumptions is your category making that you could challenge?
- Where do your visuals still look like they were built for your last chapter, not your next?
Then, instead of launching with noise, launch with purpose. Build a campaign that doesn’t just look cool but helps people feel seen. That’s how BodyArmor made this campaign land—and why it’s more than just a tagline.
Choosing better isn’t just for sports drinks
When you zoom out, this isn’t just a lesson in beverage branding—it’s a marketing strategy that applies to any business looking to stay relevant in a crowded, ever-evolving space. BodyArmor didn’t try to be louder. They tried to be clearer, more intentional, and more useful to the people they serve.
And as a result, they’re not only growing visibility, they’re creating loyalty. They’re making people pause, reflect, and upgrade their choices. And that’s the kind of marketing that doesn’t just convert—it endures.
So whether you’re launching a product, redesigning a brand, or debating your next campaign, maybe it’s time to Choose Better too.
FAQs
1. How can I make my brand stand out in a saturated market?
Focus on what makes your product genuinely better and communicate that clearly to your audience.
2. What’s an effective way to connect with everyday consumers?
Craft campaigns that resonate with daily experiences, encouraging people to make small, meaningful changes—like choosing better hydration options.
3. How important is visual identity in marketing?
A refreshed and consistent visual identity can modernize your brand and reinforce your message, making it more appealing to both new and existing customers.