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Zoa Energy Drink partners with athlete Braun for a bus tour and targets a wider audience through relatable commercials.
Zoa, an energy drink brand, is undergoing a strategic rebranding and marketing campaign in an effort to gain a larger market share in the competitive energy drink landscape. The brand’s new approach includes a bright and vibrant packaging redesign, shifting away from its previous black packaging. The can size has also been reduced from 16 ounces to 12 ounces.
To reach a broader consumer base, Zoa’s new commercials feature ordinary people from various backgrounds, such as rock climbers, architects, and chefs, enjoying the drink. The aim is for consumers to relate to these individuals and see themselves in different energy-drink occasions, whether it’s their morning commute or an afternoon pick-me-up.
Zoa has partnered with athlete Braun for a bus tour across several cities, including Chicago, Orlando, Seattle, Dallas, Houston, and Fort Worth. During the tour, Braun conducts interviews with people who embody an “everyday warrior spirit.”
While co-founder Johnson won’t be the central focus of the brand’s new commercials, he will continue to contribute to Zoa’s marketing efforts, including through social media. Johnson’s involvement has already proven beneficial, with his voice-over works for a gas station chain in the Midwest contributing to Zoa’s rise as a top-three energy drink at that particular chain.
The success of Zoa extends beyond Johnson’s involvement. In one example, a Colorado grocery chain witnessed a significant increase in Zoa sales after prominently displaying the product. Similarly, a big-box chain in California experienced a substantial 15-fold growth in Zoa sales after strategically placing the drink on the sales floor.
The energy drink market has been experiencing remarkable growth, with an estimated compounded annual growth rate of 8.1% until 2030. Analysts predict the market will reach a value of $98.8 billion by 2032. As millennials constitute 50% of energy drink consumers, many brands are vying to tap into this demographic. Molson Coors sees Zoa as a strategic move to engage younger consumers who are seeking a wider variety of beverage options beyond beer and traditional alcoholic offerings.