Dwayne Johnson’s rapidly growing Zoa Energy is going all out with its promotions this year. The up-and-coming energy drink brand is looking to triple its marketing spend and roll out several ad campaigns starting with “FUEL SOMETHING BIGGER”, in order to establish its name in the industry, Johnson said in an interview.
Aside from a packaging redesign and a rollout of new flavors, Zoa Energy also plans to have a series of pop-up shops, giveaways, and collaborations with influencers. “We’ll concentrate on our shopper marketing efforts through a variety of channels, including our digital, at home, paid social media and me speaking directly to the consumer, right down the lens,” Johnson shared.
In its first full year, the brand has already surpassed an impressive $100 million in retail sales, and the wrestler-turned-celebrity expressed his optimism toward the brand.
“It’s a $200 billion dollar category, but we’re happy to take just a little bit of that share,” he explains.
When asked about the brand’s consumers, “the Rock” says his brand is meant for the health-forward who enjoy a balanced drink.
Moreover, he believes the stories and faces behind the brand, as well as the trust they get to build with consumers, are what really anchors Zoa Energy to its buyers, as it takes a lead foot in transparency. “We like to say that if it’s not on the can, then you won’t see it in the can.”
Zoa was founded by Johnson and his business partners Dany Garcia and Dave Rienzi in early 2021. The drink can be found across 50,000 distribution points and is expected to grow in triple-digit percentage for the coming year.