Beginning With a New Ad Featuring Dwayne Johnson, ZOA Energy is Refocusing Its Marketing Efforts

As part of its 360-degree campaign, ZOA Energy is focusing on bringing consumers the swagger, energy, and empowerment that its co-founder, Dwayne “The Rock” Johnson exemplifies and what ZOA represents.

In its ad featuring Dwayne Johnson, ZOA Energy aims to drive mass awareness among its Everyday Warriors. The approach involves developing a campaign that resonates with the diverse community. The marketing strategy focuses on reaching consumers through various media channels where they engage daily, including TV, streaming, social media, podcasts, influencer partnerships, mobile platforms, and in-store promotions. This campaign was developed by Haygarth USA.

According to Melanie Hellenga, ZOA Energy’s CMO, the category of better-for-you energy drinks is experiencing rapid growth and attracting new consumers. As a result, the brand aimed for a bold and disruptive campaign to stand out in the crowd and attract consumers who are interested in energy drinks.

“Knowing that the demand is there, we wanted to diversify our marketing channels to reach our full potential,” said Hellenga. “The creative and marketing approach was to develop a campaign that would resonate with our diverse community.”

Hellenga said Dwayne Johnson took a hands-on approach to the campaign, actively involved from inception to completion. He challenged the team to devise a bold and disruptive concept, and they met the challenge head-on. Dwayne Johnson thoroughly enjoyed the campaign development process, both on and off set, which contributed significantly to the campaign’s authenticity and success.

Aside from normal marketing channels, ZOA Energy will have commercial spots on The Voice, Deal or No Deal Island, and The Bachelor season 25. Additionally, the brand will advertise its ad spot during The Walking Dead: The Ones Who Live, attend the NFL Draft first round picks in Detroit, and maintain its presence in the UFL, which started last year before the merger between the XFL and USFL.

“We will continue and expand our partnership and activation during the UFL season and we will leverage the UFL as a platform to get our new campaign out to this audience,” said Hellenga. This comes at a time when the UFL recently signed YouTube personality Deestroying.

Hellenga said the goal of this multi-channel campaign is to become a household staple and to provide widespread access to ZOA products so that everyone, without exception, can enjoy the benefits of ZOA, including great taste, zero sugar, B&C vitamins, and electrolytes. Having said that, Hellenga added that Instagram, TikTok, Facebook, YouTube, X (formerly known as Twitter), and Threads will be the social channels of choice for advertising and publishing organically across all of these platforms for its campaign as well as digital OOH.

“Since Dwayne Johnson is involved with this year’s WrestleMania, ZOA Energy can expand its exposure at the perfect time. I’m sure ZOA Energy will benefit from launching this campaign at the right time, since he’s just returned from the NASCAR Daytona 500 and his fans will follow him wherever he goes,” said Sean Ross Sapp, Editor of Fightful.

ZOA Energy is not able to provide an exact figure for the amount that was spent on this campaign. According to Vivvix, a MediaRadar company, ZOA Energy spent an estimated $4.9 million on marketing efforts for 2023.