Kuala Lumpur, Malaysia – Dentsu Creative Malaysia has launched a festive campaign for 100PLUS isotonic drink brand titled “Raya Lebih Fresh Dengan 100PLUS,” aiming to reposition the beverage brand during the Ramadan and Hari Raya Aidilfitri season through a fashion-led concept.
The campaign moves beyond traditional beverage marketing by presenting a wearable expression of the brand’s core proposition around hydration and energy. The initiative highlights the physically demanding nature of the Ramadan–Raya period, when long days of visiting and hosting celebrations take place in warm conditions.
As an isotonic drink containing electrolytes designed to restore the body’s mineral balance, 100PLUS promotes the idea that maintaining hydration during the festive season is essential. The campaign suggests that staying refreshed during Raya can extend beyond what people drink to how they express the brand through fashion.
The campaign specifically targets Gen Z audiences, who are increasingly influencing how Raya is celebrated and styled. It launched on TikTok with content centred on Raya styling and hydration before revealing a collaboration with Malaysian fashion label SHALS fashion label. The partnership produced a limited-edition baju raya designed as the centrepiece of the campaign, which was made available exclusively to top spenders through TikTok Live.
The broader media rollout includes activity across Instagram and Facebook, alongside TikTok Live activations, out-of-home placements, television commercials, and in-store promotions.
Leong Wai Yin, Chief Marketing Officer of Fraser & Neave Holdings Bhd (F&N), commented, “100PLUS was formulated to do something water alone cannot, to restore the body’s mineral balance through electrolytes, so you hydrate faster. That is the science behind our brand, and Raya is precisely the occasion where that matters most. Gen Zs, in particular, do not separate style from substance – neither do we. This is a generation that celebrates Raya on their own terms, and we wanted to meet them there.”
She added, “Dentsu Creative Malaysia gave us the creative courage and the innovative thinking to go somewhere this category has never gone before, while collaborating with SHALS was equally important to support a homegrown Malaysian label with genuine cultural currency among the audience we cared about.”
Ellison Fernandez, Executive Creative Director at Dentsu Creative Malaysia, added, “Isotonic beverages do not belong in festive fashion. But for us, that is exactly the point. Gen Zs have a finely tuned radar for brands that genuinely get their world and the only way to pass that is to create something with real cultural stakes. The result is something unique in this space: a functional, fashion-forward garment that makes the case for hydration”.
The campaign runs across Malaysia from 17 January to 15 April 2026.
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