Dwayne Johnson’s Zoa Energy Drink Plots Major Marketing Push

Dwayne Johnson’s Zoa Energy is planning a major push this year, pumping investment into promoting the young brand as it jockeys for position in the fiercely competitive energy drink industry.

Zoa will triple its marketing spending this year in order to get its name in front of consumers with ad campaigns rolling out through the year, Johnson said in an interview. The brand has also revamped its packaging with a new can design and will fill the calendar with pop-up shops, contests and influencer programs.