Mindshare under review

 

Jennifer Lopez is featured in a new campaign by Bodyarmor Lyte, a sports drink brand owned by Coca-Cola.  This will be the brand's most extensive campaign to date, costing over $10M in media distributions.  Coca-Cola is focused on gaining a larger share of the sports drink market and will also increase Powerade's advertising budget by 60% this year.  Despite only 14% brand awareness in the United States, Bodyarmor has over $1.8B in retail sales. Powerade and Bodyarmor combined have 26.5% of the volume share in the sports drink market compared to a 70.3% share for Pepsi-owned Gatorade.  Bodyarmor Lyte has previously relied on celebrity campaigns, including a campaign featuring Carrie Underwood in 2021.