Fledgling $5.6B Sports Drink Brand Hires Jennifer Lopez for Biggest Ad Campaign in History to Save Itself
Jennifer Lopez became the knight in shining armor for fledging sports drink brand, BodyArmor, amid an uphill battle since its acquisition by Coca-Cola. The sports drink brand signed the Hispanic actress and singer, for the biggest Ad Campaign in history. As the $5.6 billion company targeted active adults to boost its sales, J.Lo’s team did wonders by helping to concept the campaign. While BodyArmor finds her an ideal representative, it has surely cost them a pretty penny to sign her up.
BodyArmor’s Biggest Ad Campaign To Connect With Active Adults
BodyArmor has done much to stay in business since its acquisition by Coca-Cola. Despite fledging sales, the brand found the courage to launch the biggest ad campaign in its history. And, who could be better than Jennifer Lopez for a job like this? The 53-year-old actress, who is aging like a fine wine, stars in the new campaign, promoting the brand’s “low-calorie, no-sugar-added drink”, BodyArmor Lyte.
The anthem film, Choose More provides insights into Lopez’s hardcore fitness routine that keeps her glowing even at this age. In the film, the Anaconda star can be seen riding at dawn and sipping a BodyArmor Lyte as she gears up for an intense run. She can be heard saying:
“Every day you get to choose: Do I want more? Can I grow stronger? Can I push myself harder? Can I get better?”
Lopez is not new to this place and has served as the brand’s partner since 2021.
Interestingly, this ad campaign gave Lopez a chance to reunite with BodyArmor founder, Mike Repole. The two previously put in a bid to take over New York Mets in collaboration with her ex-boyfriend, Alex Rodriquez. But then, they ended up losing out to Point72 Asset Management owner, Steve Cohen. They might have lost there, but this campaign is definitely a win-win!
Where Did Coca-Cola Go Wrong?
Earlier this month, Jennifer Lopez released a statement that the drink brand is all about the idea that determination, hard work, and passion push us to be our best. She added,
“It’s a shared value that resonates with me and how I like to live my life. The newest spot for BodyArmor Lyte exemplifies how the real work is behind the scenes when no one is watching.”
While all that may be true, the brand has fumbled since its acquisition. In 2020, the sports drink brand was granted summary judgment on claims it misled consumers about its sugar content. Not only this, but Coca-Cola’s 2022 Q4 earnings reflected that even though their global revenue grew 7% in the quarter, BodyArmor sales went down.
As a remedial measure, Coke tried integrating the brand with Powerade. But again, the company did face a lot of hiccups while bringing these two together. With the recent BodyArmor Lyte campaign, the sports beverage brand is mostly targeting active adults. The brand believes that Lopez “uniquely appeals to active adults”. She is undoubtedly saving this brand, but of course, it comes with a pretty price tag!
Source: The Drum
