Zoa Energy Drinks, co-owned by Dwayne “The Rock” Johnson, has announced a new marketing campaign called “Fuel Something Bigger” to inspire consumers to take that extra energy from drinking Zoa and direct it towards achieving their full potential. The messaging, in line with Johnson’s public persona, also includes a packaging refresh designed by the agency R/GA.
As it turns out, the brand went all-in on color, ditching the black background so commonly ascociated with the energy drink category. Now, the new labels feature a different shade for each of the eight flavors. The “O” in the Zoa wordmark also gets replaced by the brand logo that’s placed vertically on the front of the can. Zoa + pre-workout cans uses the vertical front placement minus the logo. The range of Zoa+ plus cans uses the same white backgrounds with different splashes of color in the form of thick strokes along the edges.
