BODYARMOR Sports Drink Launches “Choose Better™” Campaign and Bold New Look in Canada

Featuring Connor McDavid and Vladimir Guerrero Jr., the brand’s Canadian push celebrates real ingredients, athlete-driven energy, and modern hydration

WHITESTONE, N.Y. — BODYARMOR Sports Drink is redefining hydration in Canada with a refreshed visual identity and a new nationwide campaign, “Choose Better™.” The initiative marks the latest chapter for the fast-growing sports drink brand, blending sleek modern design with a message that challenges Canadians — from elite athletes to everyday consumers — to make choices that help them be better every day.

The Canadian rollout, beginning this month, introduces new packaging, a modern wordmark, and the brand’s first-ever icon, symbolizing BODYARMOR’s continued commitment to real ingredients, innovation, and performance-driven hydration.

“At BODYARMOR, we’re on a relentless quest to be better tomorrow than we were the day before, and Canada is the next frontier in that journey,” said Tom Gargiulo, Chief Marketing Officer at BODYARMOR Sports Nutrition. “With bold design, real ingredients, and a campaign that speaks to the drive of Canadian athletes and consumers, we’re raising the bar once again. BODYARMOR was built to challenge the status quo, and our evolution is powerfully reflected in our partnership with the NHL — a league that embodies the grit, passion, and performance we stand for.”

A Campaign Built on Authentic Performance

The “Choose Better™” campaign debuts with a star-studded lineup featuring Connor McDavid and Vladimir Guerrero Jr., two of Canada’s most recognizable athletes. The message: great performance begins with making better choices — including how you hydrate.

The campaign will air across national television and streaming platforms, with placements in Toronto, Montreal, Ottawa, Vancouver, Calgary, and Edmonton, supported by a strong digital, social media, and out-of-home presence. Fans will first see the campaign on air during the start of the 2025–26 NHL season, with the new BODYARMOR packaging hitting Canadian shelves throughout October.

A New Look for a New Era

BODYARMOR’s redesign reflects a modern, simplified aesthetic that emphasizes its commitment to transparency and real ingredients. The overhaul includes:

• A clean, modernized logo and packaging to highlight authenticity.

• Ingredient-forward design showcasing natural elements.

• A refreshed product portfolio, including BODYARMOR LYTE, ZERO SUGAR, Flash I.V., and SportWater.

• Reinforced branding that restores boldness and energy to the sports drink category.

Launched in the U.S. in 2011 and acquired by The Coca-Cola Company in 2021, BODYARMOR made its official Canadian debut in January 2024 — its first expansion outside the United States. The new campaign continues to build on that momentum, further positioning BODYARMOR as a leader in better-for-you hydration.

About BODYARMOR Sports Nutrition

BODYARMOR Sports Nutrition (BASN) unites two iconic hydration brands — BODYARMOR and POWERADE — with a shared goal of becoming the global leader in sports hydration. The brand’s mission focuses on innovation, transparency, and performance, offering premium beverages made with coconut water, potassium-packed electrolytes, and antioxidants, and free from artificial flavours, sweeteners, or dyes.

BODYARMOR’s Canadian portfolio includes:

• BODYARMOR LYTE – low-calorie, zero added sugar.

• BODYARMOR ZERO SUGAR – no sugar, carbs, or artificial ingredients.

• BODYARMOR Flash I.V. – rapid rehydration beverage and single-serve Hydration Boosters.

• BODYARMOR SportWater – premium alkaline water with pH 9+.

For more information, visit drinkbodyarmor.ca or follow BODYARMOR on Instagram, TikTok, and LinkedIn.

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