BODYARMOR
The Ask— Enhance BODYARMOR usage beyond just the core audience.
The Sitch— BODYARMOR’s grasp on the sports drink industry is not to be taken lightly. Gym rats love to sing its praises— and so do another unexpected group of superfans.
Research Methods— Joining Facebook groups, comparing sport drink electrolyte counts, and figuring out what ‘the grind’ actually means.
Who’s our core user?
Meet Luke. At 20, Luke is a sophomore in college who waits tables as a part-time gig.
After picking up fitness after frequent bullying in high school, Luke views exercise as a means of emotional regulation.
For fun, he likes….
Running, making TikToks with friends, gaming, and TV.
He’s a big fan of these brands…
Strava, Costco (bulk food!), ESPN, and BODYARMOR (duh.)
His biggest goal is…
Being the best— better than anyone else.
He’s motivated by…
Physical progress, mental health, stress relief, and self-betterment.
His intrinsic needs are…
Wanting to feel like he belongs in his gym community.
His extrinsic needs are…
Getting physical approval from his fellow gym rats.
How does Luke interact with BODYARMOR?
Being introduced by his gym friends, Luke drinks about two a day, depending on whether it’s a workout day.
As a college student with sparse funds, Luke prefers to buy in bulk to save money when he can. He claims the brand is worth it because of its all-natural ingredients. His favorite flavor is fruit punch.
“It's healthy, as long as you're counting the sugar towards your macros. It has electrolytes, plus B vitamins and Zinc. Much better for you than Gatorade.”
— Reddit
Who loves BODYARMOR as much as Luke?
Meet Nora. As a 31-year-old first-time mother, Nora finds consistent strain in keeping a consistent breastfeeding schedule while maintaining proper nutrition.
Once an active member in her local volleyball community, Nora has put a sporty life on pause to pursue motherhood— frequently wishing she had the same patience and health as she did before her pregnancy.
For fun, she likes….
Doing yoga, reading, volleyball, and staying active online.
He’s a big fan of these brands…
Crayola, Zara, Yogi Tea, Pinterest, and BODYARMOR (again, duh.)
Her biggest goal is…
To give herself more grace— perfect moms only exist on TV.
She’s motivated by…
Convenience, Bonding with her child, and Comfort.
Her intrinsic needs are…
Keeping this new chapter of life as stable as possible for her emotions.
Her extrinsic needs are…
Getting the answers and assistance she needs from her community.
HOW did we reach this conclusion?!
Breastfeeding Facebook groups frequently cite BODYARMOR as a lifesaving remedy for nutrition while nursing. It’s such an open secret that many doctors even recommend it!
How does Nora interact with BODYARMOR?
Being introduced through her most trusted mom Facebook group, Nora drinks about two a day, depending on exhaustion or need during breastfeeding.
As a stay-at-home mom, Nora prefers to buy in bulk through online retailers. BODYARMOR’s high coconut water concentration is Nora’s favorite trait, as it helps her refuel after breastfeeding, and her favorite flavor is peach mango.
“Body armor is a pregnant woman’s best friend.” — Facebook
Side-by-side user journeys
What do these targets share in common?
STRESS CAUSES THIRST.
High moments of both physical and emotional stress cause high thirst — and high thirst can cause physical and emotional stress.
New moms and training gymgoers are no strangers to pressure.
RESEARCH REMAINS DEDICATED.
These groups don’t stop at just one answer on how to regulate their hydration intake.
They research.... and research.... and research......
ROUTINE IS EVERYTHING.
63% of sports/performance drink consumers say these products help them stick to their routines – with an expected positive relationship between this sentiment and exercise identity.
The team I broke a sweat with:
Jackie Oullette, ST
Nathan Tran, ST