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Furthermore, his foray into the food and beverage industry with ZOA Energy Drink demonstrates a keen understanding of another massive market. Energy drinks are a notoriously competitive and fickle sector, but The Rock’s brand of hyper-masculine, “hustle” energy has captured a significant share of the shelf space. The drink, heavily promoted through his social media channels and featured prominently in his movie trailers, has become an extension of his personal brand. It is another direct line of income, another product that bears his name and benefits from his millions of loyal followers who are eager to emulate him in every aspect of their lives, including their caffeine intake.
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