Dwayne ‘The Rock’ Johnson posted a video of the lengths he will go to for a new advert for his canned energy drink brand ZOA Energy.

ZOA, which brands itself as the energy drink for “healthy warriors,” hit shelves in March, and has already proven itself to be popular among customers.

The former WWE superstar is CEO of the company and regularly features in adverts for the brand.

He posted a clip on Instagram of himself doing a ‘walk of hell’ with 120lbs of chain around his neck.

He wrote: “Was intense, but we had fun shooting out bad ass @zoeenergy commercial that will air next month.

“120LBS of chains wrapped around my neck, as we filmed this ‘walk of hell’ multiple times – so my legs were f***** up and on [fire] at this point but the energy and mana in the gym carried us through.”

The brand was the top-selling new energy drink introduced the US in 2021 and is also eyeing a strong start to 2022 with the release of two new flavours, White Peach and Tropical Punch.

By adding two of the fastest-growing flavours in the energy-drink category, ZOA is finessing its portfolio with a focus on zero-sugar drinks, says Ron Worrell, senior portfolio manager for ZOA.

“Based on customer feedback and sales numbers, it’s clear what the consumer choice has been. Close to 70% of our volume is based in zero-sugar flavours,” he says. “You can’t deny what the consumer is telling you.”

Across the category, zero-sugar offerings are driving growth as health-minded consumers seek beverages they perceive as ‘better for you’, such as those made with natural ingredients and reduced sugar, Worrell says.

“Consumers are taking a good, hard look at what they put in their bodies,” he says. “Across the category, the growth has been with zero sugar. That is the future direction of this category.”