Bodyarmor reboots, but not because it has to

“This is the biggest thing we’ve done since launch 15 years ago,” says Tom Gargiulo, Bodyarmor’s CMO. “We’re overhauling the visual identity. New wordmark. New packaging. New logo. New design system. Everything.”

And it’s not just a new look – it’s a whole new positioning. Bodyarmor, once laser-focused on elite athletes, is now widening its aim to reach a much broader audience: the everyday person who just wants healthier hydration without sacrificing taste.

Trading fake for real

You might remember Bodyarmor’s Super Bowl spot ‘Field of Fake’ – a cheeky, high-gloss takedown of artificial sports drinks. It worked. The contrast between ‘fake’ and ‘real’ cut through a crowded field. But now, the brand is shifting tone.

“‘Real’ will always be a part of our DNA,” says Gargiulo. “We use real ingredients – no artificial colors, sweeteners or flavors. But our new campaign, ‘Choose Better,’ is less about throwing punches and more about telling a human story. It’s emotional. It’s relatable. It’s real in a different way.”

And instead of just pro athletes pulling off impossible feats, this time the faces of Bodyarmor include the jogger, the weekend hooper, the early riser trying to drink more water and less soda.

“Not everyone wakes up at 4am to train or makes $35m throwing a football,” Gargiulo says. “This is for people who are just trying to move and live better. We want them to see themselves in our story.”

Gatorade in the rearview mirror?

It would be impossible to talk about Bodyarmor without mentioning the juggernaut in the room. Gatorade has dominated the category for decades. Bodyarmor is still the challenger, but it’s closing the gap fast.

“We’re not obsessed with beating Gatorade,” Gargiulo says. “We’re obsessed with getting our product into more people’s hands. Because when they try it, they come back. Over and over again.”

That confidence comes from what Gargiulo believes is Bodyarmor’s greatest weapon: taste and function.

“We have more electrolytes. No artificials. Coconut water. Functional vitamins. It’s a serious value proposition.”

And in a world increasingly shaped by wellness trends – think GLP-1 weight loss drugs and a surge in demand for functional drinks – Bodyarmor believes it’s in the perfect position.

“One of the first things you’re told on those meds is: stay hydrated,” Gargiulo says. “We’re not jumping all the way into that conversation yet, but we’re watching it. And we’re ready.”

A challenger brand with Coca-Cola muscle

Bodyarmor’s evolution is being guided by agencies including Jones Knowles Ritchie, which led the design overhaul; Cartwright, which is behind the new ad campaign; and M&C Saatchi, which handles PR.

But behind the scenes, it’s Gargiulo who has been pulling the strategic strings. He joined Bodyarmor nearly four years ago, bringing experience from Danone and PepsiCo, where he led major launches and redesigns for brands including Activia, Oikos and Light & Fit.

“I’ve been through big rebrands before, but this one is special. Everything – every asset – turned out beautifully.”

Bodyarmor, of course, is now part of the Coca-Cola system. That might sound like the death of a challenger brand, but Gargiulo insists the rebel DNA remains intact.

“We operate independently. We’ve retained our uniqueness. And Coca-Cola’s given us full support – and access to the best marketing brains in the business.”

Packaging wars

Still, rebranding a beverage isn’t just about pretty packaging. It’s a logistical minefield.

“You don’t realize how big the lift is until you’re in it. It’s not just the bottle. It’s your point of sale, your apparel, your website, your ad slicks – everything had to be touched.”

One of the biggest lessons? Don’t fall in love with the original PowerPoint.

“We mocked up everything and put it on real shelves. C-stores, mass retailers, drugstores. We asked consumers. We made changes. Things that look great in a deck don’t always work in-store.”

One key research learning: black bottles look cool but they can fade into the shelf. So Bodyarmor leaned into bright accent colors and flavor cues at the top of the wrap to help the brand stand out.

Choose better

At its core, this isn’t a campaign about leaving sports behind – it’s about expanding what ‘sport’ means. Whether you’re chasing a personal best or just chasing your kids around the park, Bodyarmor wants in.

“We’re rooted in sports,” Gargiulo says. “But we’re built for anyone who wants better-for-you hydration. That’s what ‘Choose Better’ is all about.”

So what’s the secret sauce? What advice would Gargiulo give to other brand leaders?

“First: deliver a killer product. Don’t cut corners. Second: build your brand like you mean it. No shortcuts. Play the long game.”

And if he had to sum up Bodyarmor in four words?

“Bold. Energetic. Unapologetic. Obsessed.”

It’s rare to see a refresh born from strength. But that’s Bodyarmor’s bet – that in a category defined by tradition, it’s the brave that break through.