Unleashing The Rock's 'Big Dwayne Energy': Inside Zoa's Latest Campaign Success

Zoa Energy recently launched a new campaign called "Big Dwayne Energy" to continue the success it experienced in 2023. The campaign combines the brand's value proposition, its main brand ambassador, and a popular meme or two.

In a fun video featuring the hit song "Big Energy" by Latto, co-founder Dwayne "The Rock" Johnson showcases the energy drink's power. He transforms into various characters like an aerial acrobat, a busy work-from-home mom, and even a surgeon. The video also includes a humorous moment where he faces off against a version of himself dressed in a turtleneck and fanny pack from a viral photo.

The campaign not only features a short video but also includes various elements such as digital, out-of-home, paid social, and shopper marketing. Additionally, there is a partnership with the upcoming United Football League, influencer activities, social contests, seasonal offers, and interactive pop-up events. This entire initiative was created by Haygarth USA.

Zoa Energy's Chief Marketing Officer, Melanie Hellenga, recently chatted with Our Website. She discussed the various opportunities that the brand's pop-culture icon brings, the brand's efforts to stand out in a competitive market, and the positive impact of Molson Coors' investment. This investment is projected to significantly boost Zoa's marketing budget this year.

Please note that this interview has been edited for clarity and conciseness.

Strategy behind the "Big Dwayne Energy" Campaign

The category is highly competitive with many players in the rapidly growing market. Despite the presence of celebrities like Logan Paul and Kim Kardashian, we have the advantage of working with the biggest celebrity, Dwayne Johnson.

We wanted to showcase him in a genuine way that aligns with the brand and Zoa's values. The campaign focused on the idea that when you enjoy Zoa, you're getting a drink with amazing flavor, no sugar, essential vitamins, and electrolytes for that "Big Dwayne Energy." By drinking Zoa, you can experience the same energy as Dwayne Johnson, and who wouldn't want that kind of energy?

Our strategy was to create something bold and attention-grabbing that would really establish our brand. "Big Dwayne Energy" is a concept that resonates with today's culture, so our goal was to connect with what consumers are interested in and make it our own.

How does Johnson's involvement as a co-founder benefit the brand's advertising?

Hellenga mentioned that Johnson was highly involved in the campaign development to ensure it stayed true to the brand while reflecting his own authentic persona. Collaborating with him allowed for a campaign that resonated with his fans, leveraging his deep understanding of both the brand's DNA and his followers. With a massive following of 550 million, Johnson's participation not only engaged his fans but also provided the brand with valuable earned media without the need for paid promotion.

Johnson's Value as a Brand Ambassador

When Johnson represents a brand, he is able to connect with his audience and promote the product in a way that feels authentic. For example, he is often seen enjoying Zoa, an energy drink that he personally uses and believes in. Whether he is appearing on College GameDay, WWE, or the UFL, Zoa is his preferred choice for staying energized. By incorporating the product into his everyday life, Johnson naturally boosts the brand's visibility and appeal.

Dwayne The Rock Johnson appears in a Zoa Energy out-of-home ad

Zoa Energy co-founder Dwayne "The Rock" Johnson appears in the brand’s new campaign.

Courtesy of Zoa Energy

How does the campaign continue to build on last year's brand refresh?

Last year, we introduced the "Fuel Something Bigger" campaign alongside a brand refresh that included updated packaging. The campaign aimed to inspire consumers to reach their full potential and inspire others, staying true to the brand's core values. This year, we are taking it a step further by investing in media and making a bold statement to stand out in the market. Our goal is to attract consumers to Zoa and engage them in a meaningful way.

The partnership with Molson Coors has been instrumental in helping Zoa Energy.

We take pride in being the most approachable and functionally balanced energy drink for our diverse community. When consumers try our product, they often say, 'Wow, this tastes amazing.' By attracting new consumers to the category, we focus on promoting the better-for-you aspects and unique benefits of our product that set us apart from the competition.

Approaching Marketing Spend

When it comes to marketing spend, we have observed a shift back to brand building from performance marketing in recent years. As a brand, our goal is to drive awareness and scale distribution simultaneously. This approach allows us to leverage investments in media to increase brand exposure and enhance distribution. Ultimately, our strategy is focused on scaling and achieving success within our category this year.

For me, finding the balance is key. It's not enough to focus solely on brand awareness or performance - both aspects must work together. It's important to ensure that the entire marketing funnel is functioning smoothly and that you are reaching consumers at every stage of their media consumption journey. Our goal is to increase brand visibility and once we start seeing engagement from consumers, we guide them through the funnel towards loyalty. By combining performance and awareness-driven media efforts, we can effectively drive the conversions we aim for.

Editor's P/S:

Zoa Energy's latest campaign, "Big Dwayne Energy," is a clever and effective marketing strategy that leverages the star power of Dwayne "The Rock" Johnson. The campaign's focus on showcasing Johnson's energy and vitality while highlighting the benefits of Zoa Energy is a smart move that will likely resonate with consumers. The integration of popular memes and the involvement of the UFL add a touch of fun and relevance, making the campaign even more appealing.

The article also highlights the importance of brand building and the shift back to brand building from performance marketing. Zoa Energy's approach to balancing brand awareness and performance marketing is a smart one that will likely lead to long-term success for the brand. By investing in media and creating memorable campaigns, Zoa Energy is poised to become a major player in the energy drink market.