100PLUS MY launches a refreshing take on the brand with new rap to target Gen Z consumers

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Beverage brand 100PLUS Malaysia aims to redefine itself as a lifestyle brand that is not limited to athletes or appearing at festive occasions in its latest KIPID100 (Keep It 100) campaign by targeting Gen Z consumers. The campaign is done in collaboration with creative agency Gazelle Activation from Shopper360 and spans 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 Wai Yin, F&N's marketing director.

Don't miss: F&N Malaysia repositions 100PLUS in the eyes of youths with new campaign

In a conversation with MARKETING-INTERACTIVE, Craig Matthew Lee, business director at GazelleGroup and Shopper360 said that there has been a slight decline in isotonic drink consumption among Gen Zs compared to other generations. Gen Zs are looking for a more refreshing look and a reason to drink 100PLUS which has been predominantly targeting athletes, Lee explained.

He also added that Gen Zs have moved towards other healthier alternatives such as juices.

As part of the campaign, a TV commercial was launched in collaboration with Graph Studio, Bo Amir Iqram from Nacho Usual Collective along with local rappers Sya and Senna.

The commercial and rap showcase that 100PLUS is there to fuel individuals to unleash their 100% whether it be at work or gaming with friends. The commercial ends with a shot featuring individuals from all walks of life drinking 100PLUS to emphasise that the drink can be had by anyone, anywhere and anytime.

Lee also said that the KIPID100 soundtrack was created with Gen Z in mind as the rap and use of local up-and-coming rappers not only appeals to the younger generation but the current music trend. As the lyrics educate consumers on the variety of instances to have 100PLUS, Lee explains that giving individuals a reason to consume 100PLUS will help them resonate with both the drink and the brand better.

Campaigns have been increasingly incorporating rap to appeal to their consumers. In Singapore, Government Technology Agency (GovTech) has partnered global content company distillery to educate the public on how they can keep their Singpass accounts safe through a rap song.

The song "Be Sure. Be Secure" features a rap and a K-pop inspired chorus to arm Singpass users with the knowledge they need to protect themselves from scams, according to a statement by the company.

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