CLIENT: BODYARMOR.

Positioning BODYARMOR as the sports drink of choice for the next generation–the youth and young adult market– and demonstrating the Brand’s commitment to youth sports.

CLIENT

BODYARMOR

Positioning BODYARMOR as the sports drink of choice for the next generation–the youth and young adult market– and demonstrating the Brand’s commitment to youth sports.

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overview/challenge

In 2011, BODYARMOR, an upstart brand in the sports drink category, faced formidable competition in Gatorade – the category leader with more than a 50-year head-start. Gatorade had long-established dominance in the isotonic segment with its iconic colors and flavors, signature coolers, and long-standing marketing campaigns celebrating “winning”. BODYARMOR’s goal was to take on Gatorade directly. So, we introduced an integrated marketing effort highlighting BODYARMOR as the journey of competition, not solely the end result of winning.
BRAINBOX helped promote BODYARMOR as the sports drink of choice for the youth and young adult market. BRAINBOX provided marketing solutions intended to demonstrate the Brand’s commitment to youth sports and the results were outstanding.

Here’s the Outcome

“The team at BRAINBOX challenged us with new ideas and opportunities to really drive our BODYARMOR business forward. Our experience and results with them have been excellent.”

DONALD ROUSE | BODYARMOR PARTNERSHIPS DIRECTOR

Outcome

  • The BODYARMOR/BRAINBOX partnership culminated in the GARS 1000th game played on October 23, 2021, at the Pro Football Hall of Fame in Canton, OH. Shortly after the event, The Coca-Cola Company proceeded to purchase the remaining 85% stake in the BODYARMOR brand for $5.6B, making it a more direct competitor of Gatorade.

  • A crowd of approx. 25,000 fans were in attendance to experience the immersive integration of BODYARMOR. The social media impact of the partnership was significant and achieved new performance highs including a 200x increase in engagement to impressions ratio versus the norm across all platforms.

25k

AUDIENCE REACHED

200X

ENGAGEMENT INCREASE

Here’s How

Utilize the Great American Rivalry Series (GARS), a unique property created by BRAINBOX, to demonstrate BODYARMOR’s ubiquity in and commitment to high school football. GARS is the largest and longest-running immersive marketing solution in high school sports and has an 18-year history of integration into this valued marketplace. BRAINBOX designed and implemented an immersive marketing experience for BODYARMOR, including active involvement before and during the GARS 1,000th game. To accomplish these objectives, BRAINBOX employed active integration through…

Branded In-Stadium Sideline Signage

Branded Product Visibility & Availability

Branded Coolers, Towels, Hats & T-shirts

In-Game PA Announcements

BODYARMOR Sideline Presence

Digital Marketing