Celebrating the launch of ZOA Energy, I was able to negotiate a unique partnership with XBOX that positioned ZOA in front the gaming community--a highly engaged energy drink consumer.  As a new brand in the marketplace, gamers represent a critical consumer segment for ZOA adoption.

Striking the right balance in tone of voice was crucial here, especially knowing that gamers are savvy to outright advertising and anything that does not feel authentic to their community. This was actually a great challenge because DJ, too, is not supportive of anything that is not genuinely on brand for himself. Being that he personally is not a gamer, we had our work cut out for us to strike a creative thread between both our worlds! 

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The most authentic creative approach began with featuring DJ where he consumes ZOA and integrating the gaming community by way of a well-known industry personality. As such, DJ allowed gamers a peek into his pre-workout routine perfectly powered up by ZOA. As he moves through his warm-ups, we hear the narration stylings of Alex “Goldenboy” Mendez—the industry’s best hype man. In the video, Dwayne powers up and boosts his stats with a refreshing can of ZOA Energy pulled from a custom XBOX Series X ZOA mini-fridge. He shows gamers all around the focal point of his healthy, positive life—ZOA.