How Power Root is balancing legacy strength with Gen Z relevance

Following the resolution of its long-running trademark dispute over its Ah Huat brand in 2024, Power Root is stepping back into the consumer spotlight with a refreshed marketing strategy designed to protect its core business while winning over a new generation of consumers.

While the homegrown beverage company has continued to maintain visibility among its traditional customer base through retail, out-of-home placements and distribution targeting long-haul drivers and manual workers, its latest push signals a broader evolution in how the brand intends to grow.

At the centre of this strategy is a dual-brand approach, with its legacy Extra Power Root range continuing to serve existing consumers while XP, its newer carbonated energy drink, targets younger, lifestyle-oriented audiences.

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"After a few years of hiatus, Power Root has returned with a clear, dual-engine positioning strategy," Edwin Chang, marketing manager at Power Root, told A+M.

"We've identified that the consumer landscape has fragmented. Instead of relying on a single, catch-all traditional energy drink image, our comeback is defined by segmentation. We're securing our classic legacy base while simultaneously building an entirely new, lifestyle-led ecosystem under the XP banner to capture the next generation of consumers," he said.

Protecting the core while building a new audience

According to Chang, the distinction between the two products extends beyond formulation into entirely different brand identities and communication strategies.

"Extra Power Root is our legacy anchor. It's grounded, gritty, and highly functional, speaking directly to Malaysia's traditional workforce, long-distance drivers and gig-economy riders who rely on the proven stamina of Tongkat Ali," he explained.

XP, meanwhile, has been positioned as a social-first brand aimed at Gen Z, millennials, fitness enthusiasts and urban creators, pairing energy benefits with 1,000mg of vitamin C and a more contemporary visual identity.

Rather than relying solely on digital engagement, Chang said Power Root is building an ecosystem where online conversations translate into physical trial.

"Online excitement only works if it's backed by real-world presence, which is why we're anchoring XP directly at the 'point of sweat' through experiential activations at sports centres and fitness events," he said, adding that the company is also expanding its modern retail footprint to ensure availability matches demand.

Owning the pre-workout moment

Fitness and eSports has become a central pillar of XP's positioning, with Power Root deliberately carving out a different role from established isotonic drinks. Following its launch, the brand has already partnered up with Affin Bank's Music Run, REDLINE Fitness Games, and Honor of Kings Malaysia. 

"Historically, isotonic drinks have completely conquered the end of the fitness ritual. They're all about post-workout recovery and rehydration," Chang said.

"We saw an incredible opportunity to conquer the start of the fitness ritual. XP is explicitly positioned to own that pre-workout window, providing the energy needed to push you harder between your sets."

As international brands such as PRIME and Red Bull continue expanding across Malaysia, Chang believes Power Root's homegrown roots remain a competitive advantage.

"Global brands need to follow the brand book, but we understand the local nuances, from flavour preferences to the exact lifestyle patterns of Malaysian consumers," he said.

"Our brand affinity is built on being a homegrown success story that doesn't just sponsor massive international stunts, but actively fuels the everyday victories, fitness journeys and hard work of everyday Malaysians. We're proud of our roots, and XP represents the modern, progressive face of Malaysian energy."

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