Coca-Cola’s Bodyarmor Sports Drink is coming to the Super Bowl this year in a move to introduce new flavors to a wide audience.
The :30 spot, which will run during the Super Bowl broadcast, is called “Field of Fake.” It features athlete partners Christian McCaffrey, CeeDee Lamb, Joe Burrow, Alex Morgan, Ronald Acuna and Connor McDavid.
“One of our biggest areas of opportunity is driving household penetration and driving awareness,” said Tom Gargiulo, Bodyarmor CMO. “You’re never going to find an opportunity to reach as many households as the Super Bowl does. So we decided, if we’re going to do it, this is the year to do it. And we wanted to make sure that we put together an ad that would be Super Bowl worthy.”
The spot focuses on the realness of the Bodyarmor products, including “real hydration,” “real flavors” and “real ingredients” playfully making fun of AI. “Instead of leveraging AI to communicate the brand message, we’re leveraging AI to poke lighthearted fun at some of the competition in the category and point out artificiality in their products and their communication,” said Gargiulo.
The ad comes on the heels of the brand introducing three new flavors over the last six months including: Bodyarmor Flash I.V. Ready to Drink, Flash I.V. Hydration Boosters, and Bodyarmor Zero Sugar.
Created in collaboration with Full Contact Advertising, the spot will air in 20+ US markets, nationally in Canada and will have dedicated Spanish language edition that airs on the Univision broadcast. The company is also running digital and on-site activations in Las Vegas.