BODYARMOR Sports Drink x Field Of Fake
The 6th Annual Awards
- Best Communications Strategy
ABOUT THIS ENTRY
BODYARMOR Sports Drink knows that there’s no substitute for real in sports and unveiled its latest TV spot entitled “Field of Fake.” Featuring BODYARMOR superstar athlete partners Christian McCaffrey, CeeDee Lamb, Joe Burrow, Alex Morgan, Ronald Acuna, and just announced, Connor McDavid, the 30-second spot and new campaign pokes lighthearted fun at artificial intelligence (A.I.) and takes a jab at competitors all in one fell swoop. The spot aired for the first time on television during the Super Bowl on February 11th, and through “Field of Fake,” BODYARMOR underscored the brand’s promise and reinforce that its sports drink is unlike anything else out there – BODYARMOR is real.
How does this represent “Excellence in Engagement”?
BODYARMOR Sports Drink was able to drive awareness, sustain buzz, and attain measureable sales goals for it's products via it's latest "FIELD OF FAKE" marketing campaign by not only showcasing it's dedicated value proposition but also by poking fun of the competition and highlighting one of the most pervasive and controversial topics that we see in all aspects of life today: Artificial Intelligence. Moving forward, brands will continue to emulate campaigns like BODYARMOR's "Field of Fake" where they can strive to combine their brand message while also tapping into what's popular or top-of-mind within the public.
Objective
Disrupting the world of sports hydration for over a decade by offering superior hydration through premium products, BODYARMOR is on a quest to become #1 sports and active hydration brand. With the Super Bowl on the horizon and several new products to showcase, BODYARMOR saw a perfect opportunity to not only poke fun at the competition, but also underscore the brand’s promise and reinforce that its sports drink offerings are unlike anything else out there – BODYARMOR is real. Through “Field of Fake” – the brand’s FIRST-EVER Super Bowl TV spot, which pokes lighthearted fun at artificial intelligence (A.I.) and takes a jab at competitors all in one fell swoop – BODYARMOR sought to highlight the unique proposition that sets the brand apart from the competition: BODYARMOR is real hydration, real flavors, and made from real ingredients.
Strategy & Execution
Featuring BODYARMOR superstar athlete partners Christian McCaffrey, CeeDee Lamb, Joe Burrow, Alex Morgan, Ronald Acuna, and recently announced, Connor McDavid – BODYARMOR’s new “Field of Fake” debuted for the first time on television during the Super Bowl on February 11th in 20+ key cities across the US, nationally in Canada, and saw dedicated Spanish programming on Univision. “Field of Fake” was further amplified on digital, social media and programmatic media – with all BODYARMOR athletes included in the spot posting to their social media channels to further boost and drive eyeballs to the latest campaign. In addition to the spot, BODYARMOR had a distinct and engaging out-of-home (OOH) presence during the “Barstool Super Bowl Week Takeover” and other onsite activations in Las Vegas throughout Super Bowl weekend.
Organizations
- BODYARMOR Sports Drink
Links
Credits
Josh Colfin
Manager, PR & Communications
BODYARMOR Sports Nutrition
Kristen Rumble
VP, Creative
BODY
Tom Gargiulo
CMO
BODYARMOR Sports Nutrition
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
