Zoa is looking to muscle in on the energy drink space in Canada with a bolder colour palette and broader brick and mortar distribution.
The brand, co-founded by actor/wrestling superstar Dwayne “The Rock” Johnson, will be available soon at Circle K, Couche Tard, Federated Co-Op Gas Convenience & Grocery, Metro convenience and Parkland gas stations, in addition to the current footprint in Costco, Amazon and its owned ecommerce platform.
Since coming to Canada in October, Zoa Energy’s growth has been driving new flavours to the market, with Strawberry Watermelon and Cherry Limeade adding to a five-SKU mix that includes Tropical Punch, White Peach and Wild Orange.
Company CEO John Galloway says the new 12oz can, designed by R/GA, brings the elements of its rebranding to life in one package.
“We wanted a look that is as bold as our brand, crisp as our flavors and vibrant on shelf – we are confident we have achieved that,” he says.
As Galloway tells strategy, the company first introduced its lineup at Costco, but insights revealed more demand in terms of both flavours and availability.
“Our partnership with Costco allowed Canadians to discover Zoa across the country and for us to get feedback on the brand as well as our flavor line-up,” he says.
Zoa will be rolling out “Fuel Something Bigger,” a campaign built on the notion of how people consume energy drinks, but which is also a nod to something more aspirational. “Something,” Galloway explains, “is intentionally open, making space for all the ways energy manifests in the world for people in moments big and small.”
According to Galloway, the company is working with each interested retailer to tailor programs to fit individual channel or customer needs. The majority of its shopper work is being done in-house, with support TracyLocke. Top of line marketing will be unveiled shortly.
In the local market, Guru has been planting its flag with continued westward expansion going across Canada and big shopper programs linked to its outdoors and its better-for-you value proposition.
“We’re aware of the competition and are confident we have created a beverage and brand idea that will be highly competitive in this marketplace,” Galloway says. “We know consumers want great taste, the right amount of energy and better for you ingredients to help them live a positive lifestyle – our product delivers against each of those asks.”
Despite the investment by Johnson, the target is not high performance athletes as with many of his other ventures, but rather for “every day to elite warriors.”
