18.08.2024
News
Molson Coors’ Zoa brand adopts gender-neutral identity for a major overhaul
Zoa, which launched in 2021, is taking on a new look as it tries to gain share in the increasingly crowded energy drink market, which is now valued at $19 billion, according to Molson Coors. The move is the latest move by the brand since last winter, when it first debuted a commercial starring co-founder Johnson, and the new effort represents a departure from its usual tactics aimed at reaching the everyday consumer.
The new creative push is showcased by the bright new packaging that the company announced in January, which marks a dramatic change from the former black packaging. The can size has also been reduced from 16 ounces to 12 ounces. The brand’s new commercials feature everyday people, such as a rock climber, an architect, and a chef, sipping on the drink, which may help the energy drink attract a larger audience.
“We want people to see themselves in Zoa and anytime they consume an energy drink, whether it’s a morning commute, an afternoon pick-me-up, or anything else,” says Matt Stallman, senior portfolio manager, non-alcoholic brands, Molson Coors.
In addition to the new commercials and other activities, the brand is partnering with athlete Braun, who will take part in a bus tour that will cover Chicago, Orlando, Seattle, Dallas, Houston and Fort Worth, Texas, and interview people living in these cities. During the tour, Braun will interview people about how they embody the “everyday warrior spirit.”
Although Johnson will not be the main character in the new commercials, the famous actor and athlete will continue to be involved in marketing efforts, including through social media. Johnson also recorded a voiceover for the Midwest gas station chain, which helped the brand become one of the top three energy drinks in the chain, according to the release.
However, the brand has also proven that it can grow without Johnson alone. In one example, a grocery store chain in Colorado more than tripled Zoa sales after it was put on display, according to the press release. In another example, a big box store chain in California increased Zoa sales 15-fold after putting a stack of ZOA on the floor.
The energy drink market has been growing rapidly in recent years, with a projected CAGR of 8.1% through 2030. The market is expected to reach $98.8 billion by 2032. With 50% of energy drink consumers being millennials, many brands are looking to tap into this market. As young consumers seek to diversify their choices beyond beer and traditional alcoholic beverages, Molson Coors is betting on a brand that will help them gain a foothold in this cohort.