BodyArmor Taps Superstars for Sports Drinks

Augmented reality labels on collectable bottles give fans an intimate experience with popular athletes.

Lisa McTigue Pierce, Executive Editor

May 22, 2024

3 Slides

New limited-edition collector bottles for BodyArmor Sports Drink customize an augmented reality (AR) experience for sports fans. The experiences are across several sports: baseball, football, car racing, and more.

The brand created these collector bottles following the recent release of three new products:

1. BodyArmor Zero Sugar, which features 100% real ingredients and zero sugar, carbs, artificial sweeteners, flavors, or dyes;

2. BodyArmor Flash I.V., a ready-to-drink rapid rehydration beverage;

3. And Flash I.V. Hydration Boosters, the brand’s first foray into the single-serve powder stick form. 

Athletes being featured on collectable bottles include:

• Record-breaking right fielder Ronald Acuña Jr. from Major League Baseball (MLB);

• National Football League (NFL) superstars Joe Burrow, Christian McCaffrey, Bryce Young, CeeDee Lamb;

• NASCAR champion Ryan Blaney;

• And internet sensation Dude Perfect, known for thrilling their 90-million-plus fans daily via YouTube, Instagram, and TikTok by completing seemingly impossible trick shots.

Examples of some of the tailored AR experiences are:

Ryan Blaney’s bottle allows consumers to participate in a virtual pit stop experience;

Ronald Acuña Jr.'s bottle puts fans in a virtual home run derby;

The NFL bottles allow fans to participate in a digital combine where they can show off quarterback passes, route running, strength tests, and more;

And in the Dude Perfect game, players try to last as long as possible by bouncing a ball off of obstacles and aiming them at subsequent targets. 

Staggered releases planned of more products.

The collector bottles will be released in stages throughout the summer. Three packages (and flavors) are available now: Ryan Blaney (Strawberry Banana), Vlad Guerrero Jr. (Fruit Punch), and Ronald Acuña Jr. (Fruit Punch). Launch the slideshow to see the first three released products with their athletes.

Others will drop on these key dates:

May 28, timed for the Summer Olympics: Soccer sensation Alex Morgan (SportWater).

July 15, leading into back-to-school season: American sports and comedy group Dude Perfect (Perfect Pop).

August 1, when NFL preseason begins: Joe Burrow (Orange Mango), CeeDee Lamb (Strawberry Banana), Bryce Young (Blue Raspberry), and Christian McCaffrey (Fruit Punch), all from the NFL.

Launch the slideshow to see the first three released products with their athletes.

About the Author(s)

Lisa McTigue Pierce

Executive Editor, Packaging Digest

Lisa McTigue Pierce is Executive Editor of Packaging Digest. She’s been a packaging media journalist since 1982 and tracks emerging trends, new technologies, and best practices across a spectrum of markets for the publication’s global community. Reach her at [email protected] or 630-272-1774.

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