• by Danielle Oster , October 18, 2023

Sport drink Bodyarmor is leaning into its roster of professional athletes, including NFL stars, in a new campaign entitled “Nothing Is More Real.”

Featuring Cincinnati Bengals quarterback Joe Burrow, Dallas Cowboys wide receiver CeeDee Lamb,  San Francisco 49ers running back Christian McCaffrey, and Carolina Panthers quarterback Bryce Young, the campaign focuses on the NFL stars’ love of the game while touting Bodyarmor’s “real ingredients.”

The “Nothing Is More Real” broadcast spot debuted Oct. 1st during “Sunday Night Football “on NBC, and is slated to run several more times throughout the NFL season on broadcast and streaming platforms.

Using its star power as a way in, the ad attempts to differentiate BodyArmor in a highly saturated category by appealing to consumers’ increased awareness of ingredient profiles, promising “real” hydration with a beverage made with natural sweeteners and “nothing artificial.”

“Our latest campaign highlights the love and passion our athletes have for their respective sports -- and all the hard work and determination that goes in behind-the-scenes,” BodyArmor CMO Tom Gargiulo told Marketing Daily in an email. “ At Bodyarmor, we’re committed to providing our athlete partners with real ingredients and the best in hydration, so they can continue to outwork the competition and ultimately reach their goals.”

In addition to the ad running on broadcast and streaming, BodyArmor is featuring the NFL stars on its athlete roster in a series of digital content, OOH ads, and social media extensions of the “Nothing Is More Real” campaign. BodyArmor’s focus on sports star power is nothing new for the brand, whose athlete roster also includes such iconic stars as Ronald Acuna Jr and Alex Morgan. It’s also the official sports drink of Major League Soccer.