The fast-growing energy drink co-founded by Dwayne ‘The Rock’ Johnson traded in its traditional look for a new superhero image as part of a first-of-its-kind collaboration with DC on the highly anticipated upcoming movie, ‘Black Adam’.
ZOA’s limited edition ‘Black Adam’ cans were released in five sugar-free flavors, featuring ZOA founder and star and producer of the film, Johnson, as Black Adam with his unstoppable powers reflected in each can. The Black Adam brand gives ZOA a great platform to connect with a new group of consumers, says Matt Stallman, senior portfolio manager for non-alcoholic brands at Molson Coors.
“We have the biggest movie star in the world with one of the biggest movies in the world. Combine that with one of the fastest growing brands in the energy drink category and it’s a great opportunity for our network,” Stallman confirmed.
In the film, part of the DC universe, Johnson plays Black Adam, an anti-hero who awakens in modern times after being imprisoned for 5,000 years. He wreaks havoc until he joins the Justice League to take on the villain Sabbac.
Ahead of ZOA’s launch of the “Black Adam” can store, ZOA is showing behind-the-scenes footage from the film that will be released in the upcoming movie. Fans can scan the QR code on the can to peek behind the curtain and go ‘On Set with Black Adam’. ZOA has also partnered with Atom Tickets to give 10 winners free movie tickets for one year, a “Black Adam” movie poster signed by Johnson and a year’s supply of ZOA. From September 12 through November 15, fans can enter the sweepstakes for a chance to win.
“This is a great opportunity for us to bring the brand to life as momentum builds around the film. It’s a great cultural moment and an opportunity for us to generate awareness about ZOA and get people to try it for the first time. And it’s an opportunity for our distributors to do what they do best.”Stallman pointed out.
However, ZOA remains in the news as it continues to make seismic waves in the $18 billion energy drink market. Launched in January 2021, led by Johnson, Dany Garcia, Dave Rienzi and John Shulman, the brand has already entered the ranks of the top 15, rising to number 12 according to IRI’s multiple point-of-sale and convenience store data.
The ZOA brand is growing very fast, with a 134% increase in the last three months and up almost 300% year-to-date. Specifically, the brand is poised for a successful breakthrough in the category, ready to end 2022 on a high note.
