ZOA is getting the superhero treatment.
The fast-growing energy drink co-founded by Dwayne “The Rock” Johnson is swapping its traditional look for a superhero makeover as part of a first-of-its-kind collaboration with DC on the highly anticipated upcoming feature film, “Black Adam.”
ZOA’s limited-edition “Black Adam” cans are available now in five sugar-free flavors, featuring ZOA founder and the film’s star and producer, Johnson, as Black Adam with his unstoppable powers reflected on each can. The Black Adam branding gives ZOA a huge platform to connect with a new cadre of consumers, says Matt Stallman, senior portfolio manager for Molson Coors’ non-alcohol brands.
“We’ve got 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 huge opportunity for our network,” says Stallman.
The cans are trickling into market now and will be on shelves for most of the fall surrounding the "Black Adam" debut in theaters Oct. 21. In the film, part of the DC universe, Johnson plays Black Adam, an antihero who awakes in modern times after being imprisoned for 5,000 years. He wreaks havoc until he teams up with the Justice League to take on the villain Sabbac.
To celebrate the in-store launch of ZOA Energy’s “Black Adam" cans, ZOA is giving fans early access to behind-the-scenes footage from the upcoming film. Fans can scan the can’s QR code to get a peek behind the curtain and go “On Set with Black Adam.” ZOA has also partnered with Atom Tickets to give 10 winners a year’s worth of free movie tickets, a “Black Adam” film poster signed by Johnson, and a year’s supply of ZOA. From Sept. 12 through Nov. 15, fans will be able to enter the sweepstakes for a chance to win (where legal).
Not only will ZOA sport Black Adam, the brand is also offering an array of retail theater to cross promote the film, including standalone cases and giant cutouts of Black Adam, all touting ZOA and its line of zero-sugar energy drinks with natural ingredients aimed at “everyday warriors.”
“This is a huge opportunity for us to bring the brand to life as momentum around the movie builds,” Stallman says. “It’s a huge cultural moment and a chance for us to drive awareness around ZOA and to get people to try it for the first time. And it’s a chance for our distributors to do what they do best.”
While comic fans get energized for “Black Adam,” ZOA 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 already has cracked the ranks of the top 15, rising to No. 12 according to IRI multi-outlet and convenience store data.
And it continues to grow. ZOA’s sales have grown 134% in the last 13 weeks, and are up nearly 300% year to date, says Stallman, citing IRI through the end of August. Altogether, the brand is primed for a blockbuster breakthrough in the category, ready to finish 2022 on a high note.
“This is a brand that continues to grow in a category that’s taking off,” Stallman says. “There’s explosive growth everywhere, and ‘Black Adam’ is only going to help ZOA move faster.”