Coca-Cola is Giving BodyArmor a Major Makeover in Hopes of Jump-Starting Sales

After Coca-Cola’s $5.6 billion acquisition of BodyArmor in 2021, the sports drink brand was expected to rise to the top of the market, challenging Gatorade’s dominance. Yet, nearly four years later, BodyArmor has struggled to capture the attention it hoped for, trailing behind both Gatorade and Coca-Cola’s own Powerade. Faced with stagnating sales and a muddled identity, Coca-Cola recently took a $760 million write-down on the brand. But now, BodyArmor is making a major push to turn things around.

This week, the brand announced a complete rebranding with new packaging, a refreshed logo, and an extensive advertising campaign that marks its most significant marketing push to date. The campaign will feature prominent athletes, such as NFL star Joe Burrow and WNBA champion Sabrina Ionescu, and will debut during the NHL playoffs this weekend. BodyArmor’s Chief Marketing Officer, Tom Gargiulo, explained that one of the biggest hurdles is simple awareness: “Not a lot of people know about who we are and what we’re about,” he said, expressing optimism that the new campaign will spark growth for the brand.

A Journey of Ambition and Challenges

Since its 2011 launch, BodyArmor set itself apart as a healthier alternative to mainstream sports drinks, using ingredients like coconut water, natural flavors, and sweeteners. The brand’s rise was propelled in part by celebrity investments, notably from Kobe Bryant in 2013, who became a vocal advocate for the product. The backing from Bryant and other stars fueled its early success and attracted Coca-Cola, which initially took a 15% stake in the brand in 2018 before acquiring full control in 2021.

However, integrating BodyArmor into the Coca-Cola system has proven more difficult than expected. Coca-Cola CEO James Quincey acknowledged that the transition has faced some hurdles, including disruptions caused by the merger with Powerade. In a 2023 interview, he admitted, “There was certainly more than we would have liked or expected. And now we have to kind of reset ourselves.”

Federico Muyshondt, CEO of BodyArmor, echoed this sentiment, explaining the challenges of moving from a standalone brand to one integrated into a global conglomerate. Despite these growing pains, BodyArmor has found success with new product offerings, such as a sugar-free line and rapid rehydration drinks, which have brought in over $100 million in sales in just one year.

Rising Competition and Changing Consumer Preferences

As the sports drink category has evolved, competition has grown fierce. New brands and influencers, including sports icons like Lionel Messi and Stephen Curry, have entered the market, offering alternatives that cater to a more health-conscious consumer base. Additionally, upstarts like Logan Paul’s Prime and smaller niche brands have carved out their own space, further fragmenting the market.

While Gatorade still holds the lion’s share of the market with 62%, BodyArmor’s share remains under 12%. Despite BodyArmor’s steady growth, its position is far from where Coca-Cola expected it to be by now. According to Howard Telford of Euromonitor, it was likely Coca-Cola’s hope that BodyArmor would have reached second place in the market by now, but the rapid rise of competitors like Prime caused some turbulence. With the Prime brand’s popularity waning, Telford sees an opportunity for BodyArmor to re-establish its identity and strengthen its position in the market.

A Clear Path Ahead

For BodyArmor, the path forward is clear. The brand’s leadership is determined to rise to the top of the sports drink industry, and with its new campaign and refreshed focus, it aims to stand out amidst growing competition. Muyshondt remains optimistic about the brand’s future: “Each competitor is going to do their own thing, and only time will tell who can survive and who can’t,” he said. “Our North Star is very clear: We want to become number one.”

As BodyArmor looks to redefine itself, it’s clear that the road ahead will require both strategic marketing and a deeper connection with consumers. But with a bold new campaign and a commitment to growth, the brand may finally be poised to fulfill its promise of taking on the giants of the sports drink world.