Inside BodyArmor’s New Visual Identity And Largest Marketing Campaign To Date.

The Coca-Cola-owned beverage aims to separate itself from a crowded category with a bold new look and ads that ask consumers to “Choose Better.”

NFL star CeeDee Lamb appears in BodyArmor's new "Choose Better" campaign.

BodyArmor’s fresh design comes to life in “Choose Better,” a campaign targeted at everyday people that encourages them to question their fitness routines.

The campaign tracks across floors in a dystopian underground bunker where scores of people are working out - on treadmills, with barbells and on exercise bikes - without making progress. After rising to the surface, the mood shifts to the sunny outdoors, showing athletes, including Connor McDavid, Sabrina Ionescu, Joe Burrow and CeeDee Lamb, hard at work and hydrated by BodyArmor.

"'Choose Better' is all about the commitment we make every day to show up just a little bit better than we were the day before. It starts with the choices we make, and that includes hydration," Lamb, whose favorite flavor is Strawberry Banana, told Fox Business. "I’m proud to be part of this one."

"'Choose Better'" is a mentality that I relate to," he added. "I’m always striving to do and be better, whether that’s my training, my workout routine or my diet. I’m always looking to make better choices to up the ante with my game."

Created by ad agency M&C Saatchi Sport & Entertainment.

“Choose Better” further empowers people to make more informed choices for both their bodies and their routines. It takes a bold stance against complacency, highlighting the dangers of mindlessly following routine.