Heineken-owned brand Solar Power has entered the energy drink market with a campaign via GOVT Singapore called “Good Energy Only”, a cheeky campaign that highlights the brand’s use of all-natural ingredients while poking fun at overdone portrayals of “good energy.”
“We started off by listing down daily drainers, moments all of us have experienced, then figured out ways to dramatize them in outlandish and irreverent ways,” said Kevin Joseph, Associate Creative Director, GOVT.
“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.”
The campaign taps agency partners AKA Asia spearheading media and influencer relations and Dentsu Singapore leading media planning and buying.
“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,” said Johnny Tan, Country Manager, Heineken Asia Pacific Beverages.
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.
