Zoa Energy’s latest campaign
highlights “real people and real moments,” relying on their authenticity to differentiate the brand in the crowded energy drink space.
The “You Can’t Fake This Kind of
Energy” campaign launches with a :30 online spot, created with Chicago-based creative agency Highdive. The ad, seen here, shows a
closeup of a man in the midst of what appears to be an intense sit-up workout, exhaling after each rep. As the camera pans out, the viewer sees the man is actually exercising while holding his small,
laughing daughter above his head, making the workout even more difficult.
“Zoa has always been about showing up as your best self, and this next chapter reflects that in an honest and
relatable way,” said Tracey Bien Schenck, senior director of marketing, non-alcoholic brands at Molson Coors Beverage Company.
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The campaign, which also has additional upcoming spots that
that “reflect how people actually live, move and show up every day,” runs across social and digital channels.
Co-founded by Dwayne “The Rock” Johnson, Zoa is available
in 10 flavors with electrolytes, B & C vitamins, plant-based caffeine and zero sugar.
This summer Zoa also launches Shave Ice, a new limited edition flavor “inspired by the iconic
Hawaiian treat and the brand’s Polynesian roots.” The new blue raspberry flavor will be available beginning May 18 online on Amazon, with some availability at select brick-and-mortar retailers
in Hawaii.
The brand has also revamped its packaging to “deliver a more modern, confident look on shelf,” rolling out across the U.S. in June.
