The Evolution
of ARMOR
By: Caleb Lothian
Protection
and Preparation are two main concerns when entering battle. What better way for
an athlete to attain these two components than through a 16 ounce bottle of
Body Armor, a premium sports drink packed with Electrolytes + Vitamins +
Coconut Water + Natural Flavors, Colors & Sweeteners.
Competition
is something in life that cannot be avoided. In order to keep pace with societies
fast pace, companies must make bold yet vital decisions in order to properly
position their products. Success follows proper placement of one’s company,
brand, or trade name within the minds of the consumers in comparison to
competitor’s products throughout the market. Where would you want your product
to stand in the minds of the consumers?
Body
Armor is doing their best to encourage consumers to transition from
competitor’s products to their new and improved sports drink. One could argue
that Body Armor is carrying out cannibalism. There is conceivably 2 well known
sports drinks out there that dominate the sports drink Market. Therefore, an
oligopoly has been created by Gatorade and PowerAde causing an increase in
customer value. This involves the addition of new products, Body Armor, into
the market. The question is then raised whether or not this new product is
stealing from the customer base of pre-existing companies and their products.
Personally, I think Body Armor is a rising threat to the market share of
powerhouses such as Gatorade and PowerAde. I myself have transitioned to Body
Armor. Why? This is due to the marketing actions of Body Armor. They endorse
the nutritional value and components of the drink through the use of branding
and professional advocacy.
Take
a look for yourself, watch Body Armor’s commercial, and tell me you wouldn’t
make the change!
Evolution
is their focus throughout the entirety of this commercial. Evolution promotes
progression and innovation. This commercial is divided into two separate parts;
a comparison between the past and the present. In the past there was a lack of
protection, preparation, diversity, and nutrition. Many examples of this can be
found within the beginning of this commercial, but, I wanted to point out a
clever scene that Body Armor snuck in. As I previously mentioned, Gatorade is
one of Body Armor’s biggest competitors/threats. So, why not take a little
friendly jab at your competition? At the 8 second mark in the commercial we see
Rob Gronkowski (current Patriots TE), act as what I understood to be a Florida
Gators football player accepting a drink from what also seemed to be a
reproduction of the creator of Gatorade found in Gatorade commercials.
Body Armor Commercial 
Gatorade at Florida University
This
is one of the most effective pieces to this commercial. The narrator of the Body
Armor says, “We only drank what they gave us” during the scene with Rob
Gronkowski and the Dr. of Gatorade look alike. This suggests that Gatorade made
it big because it was one of a kind during that time and it’s now time to leave
the past behind and convert to a drink of our time……. BODY
ARMOR!
The transition in the commercial shifts to our
modern day look at sports when a new and intense narrator says, “That was then,
and this is now!” There was not only a change in the music and narrator but
also the ambiance and impression that was felt when watching the commercial.
Today is more intense, upgrades have been made and evolution within sport has
taken place. The overlying question that Body Armor now presents the consumers
with is, “isn’t it time for an upgrade in sports drinks?” Times have changed
and today, “we demand better and are obsessed with what we put in our bodies.”
Body Armor focuses on providing consumers with what they desire, a natural and
healthy supplement for the unhealthy choices in our market today.
Body
Armor wants to revolutionize the sports drink. Sports and athletes have evolved
so their energy source (sports drink) should too. This creative and
well-designed bottle is attractive and stands out among its competitors. Not
only is the bottle enticing but it holds a savory and flavorful energy packed
drink that comes in 6 different flavors to appeal to a broader market.
No comments:
Post a Comment