Choose Better

BODYARMOR Sports Drink announced a bold new chapter in Canada with a refreshed visual identity and the launch of “Choose Better™”, a masterbrand campaign that celebrates athletes and everyday consumers who challenge the status quo in pursuit of becoming better every day. The nationwide rollout, which begins this month, features a striking new wordmark, sleek modern packaging, and the brand’s first-ever icon that’s designed to reinforce BODYARMOR’s commitment to real ingredients, innovation, and better-for-you hydration.

This move builds on the refreshed brand identity and campaign that BODYARMOR introduced in the U.S. earlier this year, evolving the original design first unveiled nearly 15 years ago when BODYARMOR entered the market and redefined the sports drink category. In Canada, this evolution follows BODYARMOR’s official debut in January 2024, marking its first expansion beyond the U.S., and continues to build momentum around the brand’s updated identity and new campaign.

Since day one, BODYARMOR was built on better. The brand has fueled unprecedented growth in the sports drink category by delivering on four core promises: superior hydration, better-for-you ingredients, better taste, and no artificial flavours, sweeteners, or dyes. While the category has evolved since BODYARMOR first hit the scene in 2011, its DNA remains unchanged: bold, authentic, and unapologetically real. Now, BODYARMOR is bringing that same edge to Canada.

The “Choose Better” campaign will air across national television, reaching key cities such as Toronto, Montreal, Ottawa, Vancouver, Calgary, and Edmonton, and will also come to life through digital creative, streaming, out-of-home and social media extensions. Featuring fan-favorite athletes Connor McDavid and Vladimir Guerrero Jr., the campaign encourages Canadian consumers to make more considered decisions that make today better than yesterday, including how they hydrate.