100PLUS Malaysia hands creative duties to new agency

100PLUS Malaysia has picked Havas as its new creative lead agency. As part of the remit, Havas Malaysia will now oversee all of 100PLUS’ brand strategy and creativity which cuts across thematic and seasonal campaigns throughout 2024 and 2025.

The collaboration aims to drive market penetration and reinforce 100PLUS’ status as Malaysia’s favourite isotonic drink, the agency said in a statement.

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Havas Malaysia had previously partnered with 100PLUS for its successful 2024 Ramadan campaign.

In this pitch, the team impressed 100PLUS with its strategy and creativity, especially the ability to crack not only young Malaysians but also Malay consumers, it said. The team also demonstrated speed and agility during the pitch process and showcased a deep understanding of the Malaysian market in a thoughtful and highly relevant manner.

“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 benefit our business growth. I am excited to see where this relationship will take 100PLUS,” said Leong Wai Yin, marketing director of F&N Beverages Marketing.

“We always pride ourselves on our ability to understand clients at a deeper, more conscious level. I have nothing but gratitude to the 100PLUS team for not only believing in us but also having total confidence in our Havas village to make a meaningful difference for the brand and business,” said Nizwani Shahar, CEO of Havas Malaysia.

100PLUS is an isotonic drink, designed to refresh and rehydrate active individuals. Since its launch in 1983, the brand has become an iconic beverage in Malaysia, synonymous with energy and vitality. Formulated with essential electrolytes, 100PLUS helps replenish fluids lost during physical activities, making it a preferred choice not only among athletes and fitness enthusiast; but also every day Malaysians.

This comes shortly after 100PLUS Malaysia put out a campaign last year to redefine itself as a lifestyle brand that is not limited to athletes or appearing at festive occasions in its KIPID100 (Keep It 100) campaign by targeting Gen Z consumers. The campaign was done in collaboration with creative agency Gazelle Activation from Shopper360 and spanned an original rap song, TV commercial and DOOH activation.

"Our goal is to break free from the stigma that 100PLUS is solely for sports or Chinese New Year. It's a beverage for everyone, anytime, anywhere,” said Leong at the time. 

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