ZOA Energy is kicking off a new era for the brand with a fresh creative platform, updated packaging and the launch of a limited edition flavor inspired by its Polynesian roots.
The energy drink company unveiled its new campaign, “You Can’t Fake This Kind of Energy,” developed in partnership with Highdive, as part of a broader effort to reposition the brand around authenticity and everyday momentum rather than the category’s typical “go harder” mentality.
The campaign marks the first major creative work from the Highdive partnership and centers on what the brand describes as “real people and real moments,” including busy parents, creators and people balancing packed schedules.
In a crowded energy drink category often dominated by intensity and extremes, the campaign instead focuses on rhythm, balance and consistency. Watch below:
“ZOA Energy has always been about showing up as your best self, and this next chapter reflects that in an honest and relatable way,” said Tracey Bien Schenck, Senior Director of Marketing, Non Alcoholic Brands at Molson Coors Beverage Company.
“With ‘You Can’t Fake This Kind of Energy,’ we’re celebrating the real energy it takes to navigate everyday life while making sure our brand shows up in a way that feels true to that,” she added.
The campaign will roll out across social and digital channels.
Alongside the new creative platform, ZOA is also debuting refreshed packaging designed to create a cleaner and more modern shelf presence while improving flavor navigation for consumers. The redesign is expected to begin rolling out this summer with availability starting as early as June.
The brand is also introducing a limited edition flavor called Shave Ice, inspired by the Hawaiian frozen dessert and ZOA’s Polynesian roots. The blue raspberry flavored drink includes electrolytes, B and C vitamins, and Camu Camu superfruit.
Shave Ice will launch May 18 exclusively online through Amazon, with limited retail availability in Hawaii.
Dwayne Johnson co-founded ZOA Energy alongside Dave Rienzi, Dany Garcia, and John Shulman. The brand currently offers 10 flavors and is available nationwide through retailers including Albertsons, Harris Teeter, Hy-Vee and H-E-B.
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