Heineken Asia Pacific Beverages and GOVT Singapore launch new energy drink, Solar Power
Solar Power, a subsidiary of Heineken, has entered the energy drink market with a campaign via GOVT Singapore called “Good Energy Only”, a play on the fact that unlike most energy drinks on the market, it uses all-natural ingredients.
In a market dominated by giants, the upstart brand aims to carve out its own niche by appealing to people who have everyday energy sapping moments, and providing a healthier, natural alternative to choose.
Johnny Tan, Country Manager, Heineken Asia Pacific Beverages, said: “With increasing demands of consumers in the functional beverage category, we are proud that the launch of Solar Power in Singapore is Heineken’s first step in meeting these needs.
“Most of us need an energy boost besides coffee, isotonic beverages and regular energy drinks. Solar Power is an alternative that allows the everyday person to get a boost while knowing that they’re only putting Good Energy into their bodies.”
The campaign takes a cheeky but relatable look at everyday moments where we could all use an energy boost.
Kevin Joseph, Associate Creative Director, GOVT, said: “We started off by listing down daily drainers, moments all of us have experienced, then figured out ways to dramatise them in outlandish and irreverent ways. The result was a series of content that people can watch, have a chuckle at and say ‘Yea, I’ve been there before’. And after that, hopefully reach for a can of Solar Power.”
Together with agency partners AKA Asia spearheading media and influencer relations and dentsu Singapore leading media planning and buying, the campaign launched on 15 Nov with a series of 6-sheet posters, films, digital banners, POSMs, as well as partnership content with KOLs and Grab.
