Kuala Lumpur, Malaysia – Tropicana Twister and THE SHOUT GROUP have relaunched their ‘Multiply the Goodness’ campaign for Ramadan and Raya, marking the second year of the purpose-led festive initiative in Malaysia.
First introduced last year, the campaign encourages Malaysians to turn everyday acts of kindness into tangible community impact. For 2026, the initiative expands in scope through a collaboration with Epic Homes under Project 100, which supports the construction of safe homes for underprivileged families, including Orang Asli communities across Malaysia.
According to the companies, this year’s campaign builds on the momentum of the previous edition by focusing on longer-term infrastructure support. In addition to providing homes and shelter, the initiative aims to improve access to clean and reliable water through basic piping systems, and create safer spaces for children and families.
“At the core of ‘Multiply the Goodness’ is the belief that small actions, when multiplied, can create lasting change,” said Syahriza Badron, managing director of THE SHOUT GROUP. “After seeing how strongly people responded last year, the challenge was to take the platform further, moving from moments of giving to outcomes that communities can rely on for years to come.”
“This year’s campaign builds on the momentum of ‘Multiply the Goodness’ by deepening our focus on meaningful, lasting impact,” said Jennifer Lee, head of marketing at PepsiCo. “Guided by pep+, our strategic framework to drive positive action for people and the planet, we are partnering with Epic Homes to support initiatives that go beyond immediate relief — helping families gain stability, dignity and a place they can truly call home.”
Public participation remains a core element of the campaign, with a digital chatbot-led activation inviting Malaysians to take part in simple actions designed to contribute to the broader initiative. The approach is intended to reinforce the idea of collective participation, positioning festive giving as an ongoing effort rather than a one-off seasonal activity.
With the expanded 2026 edition, Tropicana Twister and THE SHOUT GROUP aim to further develop the festive platform into a long-term initiative centred on sustained community impact beyond the Ramadan and Raya period.
