Tag: 100PLUS

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.”

Kuala Lumpur, Malaysia – Following a competitive pitch process, Mediabrands Content Studio (MBCS) has been appointed as the digital and social agency of record (AOR) for isotonic sports drink 100PLUS in Malaysia.

MBCS’ appointment will begin in October 2024. The agency will oversee full-service digital campaigns and provide ongoing social media management for 100PLUS, emphasising the brand’s mission to refresh and rehydrate active individuals.

Stanley Clement, chief executive officer of MBCS, said, “Working on this truly exciting brand within the isotonic drink market is a challenge we’re eager to tackle. We aim to transcend its sports association, making it a top-of-mind essential for everyday use! ” 

“MBCS has a deep breadth of experience within the content creator space and has a proven track record of bringing out-of-the-box entertainment to connect with new consumers. The team is thrilled to be a part of the brand’s vision to continue promoting a healthy and active lifestyle, innovate, and inspire, thereby reinforcing its position as the number one isotonic drink in the country,” he added. 

Meanwhile, Leong Wai Yin, marketing director of F&N Beverages Marketing, commented, “We awarded MBCS with this assignment as they demonstrated to us their deep understanding of social media behaviours within the beverage segment. They also demonstrate a keen content creator mindset that falls in line with the vision we have for our brand. We’re excited to begin collaborating with MBCS on upcoming campaigns that will bring excitement and new perspectives to our existing loyal consumers while also attracting new ones! ”

Kuala Lumpur, Malaysia – Global advertising company Publicis Groupe in Malaysia has recently won the creative and social account of isotonic sports drink brand 100PLUS, effective by February 2022. The pitch covers the enhancement of the brand’s consumer journey, elevating brand experiences, and building product category relevance for each 100PLUS beverage and their audiences. 

Neil Hudspeth, CEO at Publicis Groupe Malaysia stated that they are delighted with the extension and expansion of their partnership with Fraser and Neave and 100PLUS.

“Our continued collaboration is a testament to our joint belief in great work that delivers impactful business building solutions. This extension and appointment is another hugely valued milestone for us and we’re committed to build upon the existing relationship and drive 100PLUS forward to win in this platform world.”

Meanwhile, Graham Lim, managing director at F&N, commented, “We are excited to announce the renewal of our partnership with Leo Burnett. As Malaysia’s favorite rehydration beverage, we seek a strong agency partner who is passionate about building brands and also able to take 100PLUS to the next level of consumers’ share of mind in the current dynamic market.”

Lim added, “We are confident that our renewed partnership with Leo Burnett will unleash 100PLUS brand potential to new heights.”

The new account won by Publicis Groupe MY follows its announcement of two new hires, namely Emir Shafri as chief creative officer and Andrew Michau as chief strategy officer.

Iska Hashim, executive creative director at Leo Burnett, said, “We’ve had a great relationship with the 100PLUS team for 2 years, weathering the challenges of the pandemic. And we’re honored to continue to serve as the creative agency of record, and now social agency of record, to help grow the business even further.”