Malaysia –100PLUS, the isotonic sports drink by Fraser and Neave, has teamed up with Havas Malaysia for a new campaign that shifts the brand’s focus from a sports-centric beverage to a daily hydration solution for all Malaysians.
The campaign, titled ‘Dahagakan apa jua,’ or ‘For all you thirst for, seeks to broaden 100PLUS’ relevance beyond the sports arena, positioning it as a hydration partner for consumers in their everyday lives as they tackle daily challenges.
Created by Havas Malaysia, the campaign connects with Malaysians from all walks of life by highlighting their personal journeys and aspirations, positioning 100PLUS as the essential drink that fuels their daily routines and path to success. This also represents a significant milestone for the brand as it shifts its perception from a performance drink to a more comprehensive role as the nation’s preferred hydration solution, enabling Malaysians to achieve their dreams.
The campaign features two short films highlighting four dynamic personalities: rising content creator Michiyo Ho, food delivery rider M. Syah, streetwear brand founder Tunway, and two-time Olympic cycling medallist Dato’ Azizulhasni Awang, the ‘Pocket Rocketman.’ Together, they represent the diverse aspirations of Malaysians, showcasing how 100PLUS fuels their journeys toward achieving their goals.
Accompanying the films is a series of social media posts that explore the unique aspirations of each personality, highlighting their true desires in life and showcasing how 100PLUS supports their journeys.
The campaign will launch across television, out-of-home (OOH) advertising, point-of-sale displays, and social media, running for two months from October to November in Malaysia.
Speaking about the campaign, Donevan Chew, chief creative officer of Havas Malaysia, shared, “We needed a compelling idea to reposition 100PLUS from a brand primarily associated with athleticism to one that addresses the daily hydration needs of all Malaysians. After all, 100PLUS, being packed with electrolytes, hydrates 33% faster than water.”
“We are all participants in this journey called life, and our daily efforts to achieve our goals require constant hydration. Whether it is making a living, building a reputation, or making a difference, we all pursue what matters most to us. This inspired our campaign idea, ‘Dahagakan Apa Jua’ (For All You Thirst For),” Chew continued.
Meanwhile, Leong Wai Yin, marketing director of F&N Beverages Marketing Sdn Bhd., said, “Havas Malaysia once again impressed us with their strategic creativity and holistic response to our brief. The team demonstrated nuanced insights into Malaysian consumers that will help us to continue to be the isotonic brand of choice for our nation.”
