Energy drink brand ZOA, that is backed by Dwayne ‘The Rock’ Johnson, is debuting a new look in 2023, a dramatic rebrand that includes brightly coloured 12-ounce slim cans and two new flavours: Cherry Limeade and Strawberry Watermelon.

“We’re getting ZOA out of the gym and making it an approachable lifestyle brand,” says Matt Stallman, senior portfolio manager for Molson Coors’ non-alcohol brands. 

“Whether it’s fueling your Monday morning commute or afternoon pick-me-up, there are a lot of different occasions that ZOA can play in.”

ZOA, which launched in early 2021 in jet-black 16-ounce cans, has soared in its short time in the market. 

“We feel moving to much more bold, colorful packaging is really going to sizzle on the shelf. It’s going to make it easier for consumers to shop,” Stallman says. “It brings more pop and personality.”

The move to colourful, 12-ounce slim cans is driven by consumer insights and represents another step in ZOA’s efforts to reach more consumers, Stallman says. 

Transitioning into 12-ounce slim cans is a play to broaden Zoa’s consumer base, he says, noting that the package size “dominates: 12-ounce is where the business is.”.

“This format dominates: 12-ounce is where the business is,” Stallman says.