Bodyarmor had measured-media spending of $16 million in 2022 and $7 million in 2021, according to Vivvix.
Muyshondt said Bodyarmor’s goal is to take over the No. 1 spot in sports drinks from Gatorade, with help from Powerade, which recently came under its watch. “We think we can make that happen in five years,” he said.
Pepsi's Gatorade family commanded a 70.3% volume share and 67.1% dollar share in sports drinks, according to nine-month Beverage Digest figures from November. Coca-Cola’s Powerade and Bodyarmor combined for 26.5% volume share and 27.3% dollar share.
Appeal beyond sports
Lopez presents Bodyarmor with a wide reach. “Jennifer Lopez is iconic. She transcends demographics, psychographics, age groups—you name it,” Muyshondt said. “She’ll allow Bodyarmor Lyte to speak to new audiences.”
Lyte was introduced in 2017. It put singer Carrie Underwood in a campaign in early 2021, marking the brand's first move beyond athletes. “Lyte is rooted in sports but it expands into fitness, it expands into health and it expands into wellness,” Muyshondt said.
Lopez has been associated with Bodyarmor since late 2021. She and Underwoood are the brand's only non-athlete spokespeople.
“Every day you get to choose: Do I want more? Can I grow stronger? Can I push myself harder? Can I get better?” Lopez narrates in the ad.
A Spanish-language version of the spot, also narrated by Lopez, will also run, becoming the first Bodyarmor ad to run in multiple languages. The ad began as an in-house effort but evolved with collaboration from Lopez’s team, Muyshondt said. It was directed by Dave Meyers of Radical Media.
The ad is set to make its TV debut this week on “The Bachelor.” The buy includes cable and network TV, streaming TV, social media and Spotify.
The new campaign comes about a month after Lopez made a cameo appearance in a Dunkin' Super Bowl ad starring her husband, Ben Affleck.