Heineken's Solar Power shakes up energy drink scene, targets 'daily drainers'

Heineken Asia Pacific Beverages has entered the energy drink market with Solar Power, which touts itself to use ingredients from natural sources and gives a refreshing boost to everyday consumers. The brand told MARKETING-INTERACTIVE that it has seen a growing demand for functional beverages within Asia Pacific and consumers are seeking alternative beverages that offer health benefits beyond basic nutritional functions.

Solar Power is currently only available in Singapore and the brand did not comment on MARKETING-INTERACTIVE's query about the monetary investment behind the new brand. When asked about its main competitors, Solar Power said it aims to complement the energy drink category and targets working adults and tertiary students. "Beyond demographics, we aim to target Singaporeans when they need energy the most, which we termed as daily drainers, for example, late-night gaming or football, in between long video calls, and when running after kids, among others," the brand said. 

Alongside the new brand launch was a campaign titled "Good Energy Only", which is a play on the fact that unlike most energy drinks in the market, it uses all-natural ingredients. In a market dominated by giants, the 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 from.

The campaign was conceptualised and produced by GOVT, with dentsu Singapore leading media planning and buying, and AKA Asia spearheading media and influencer relations. According to Solar Power, the concept comes from the insight that most people associate energy drinks with moments of exhilaration, adventure and high impact activities. But sometimes, consumers need a re-charge of energy even in everyday scenarios and moments. "And what better way, than an energy drink that does that, that is made from natural sources," the brand said.

Meanwhile, GOVT's associate creative director, Kevin Joseph, explained that the team began by listing down daily drainers, moments all of them 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," he added.

Good Energy Only features a series of six-sheet posters, films, digital banners, point-of-sale materials at 7-Eleven, TikTok as well as partnership content with KOLs and Grab until end of December. For Grab, this includes GrabAds and its EV car wraps. Content partners such as SGAG are also involved in promoting the new brand.

According to Heineken Asia Pacific Beverages' country manager, Johnny Tan, the campaign takes a cheeky but relatable look at everyday moments where everyone could use an energy boost. “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," he said.

Dentsu Singapore's client president, media group, Jonah Brown, told MARKETING-INTERACTIVE that it is delighted to partner with Heineken Asia Pacific Beverages to launch its first step into the energy drinks segment. "With more consumers looking for alternatives to their energy needs, dentsu Singapore's focus was on bringing our best-in-class media planning capabilities to design breakthrough and defining moments that will be relevant for a broader-based of audience in Singapore," Brown said.

Meanwhile, AKA said: "We're spreading these 'Good Energy Only' vibes by working with media partners and KOLs to share their personal yet relatable meh moments in life that could use a real energy boost."