100PLUS is thirsty to fuel aspirations in new repositioning campaign

100PLUS has unveiled a new campaign titled "Dahagakan apa jua" ('For all you thirst for') to reposition the isotonic drink from a sports-focused beverage to an everyday hydration solution. 

The campaign was crafted to resonate with Malaysians from all walks of life, highlighting their personal journeys and goals, while positioning 100PLUS as the essential drink that fuels their daily routines and path to success. "Dahagakan apa jua" marks 100PLUS’ first significant effort to transition from being perceived solely as a performance drink to embracing a broader role. 

The campaign features two bite-sized films spotlighting four dynamic personalities: Michiyo Ho, a rising content creator gaining popularity; M. Syah, a hardworking food delivery rider navigating the bustling streets of Klang Valley to earn a living; Tunway, a passionate streetwear enthusiast who has founded his own clothing brand; and two-time Olympic cycling medallist Azizulhasni Awang, affectionately known as the 'Pocket Rocketman'. Together, they represent the different dreams and many aspirations across the country, illustrating how 100PLUS supports and fuels their journeys toward achieving the goals they thirst for.

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Complementing the films is a series of social media content that delves deeper into the unique aspirations of each personality, exploring what they genuinely thirst for in life and how 100PLUS plays a role in their stories.

The campaign was created in collaboration with HAVAS Malaysia. 

“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",” said Donevan Chew, chief creative officer of HAVAS Malaysia. 

“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,” said Leong Wai Yin, marketing director of F&N Beverages Marketing. 

The campaign is being launched across television, out-of-home (OOH) advertising, point-of-sale displays, and social media. It will run for two months, from 1 October 2024 to 30 November 2024, throughout Malaysia.

This campaign comes shortly after HAVAS Malaysia was appointed as the brand's creative lead agency in June this year. 

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.

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

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