Spritzer explores what makes Raya special in star-studded film

Spritzer Sparkling has launched its latest Raya campaign titled "Raya lebih bermakna bersama Spritzer Sparkling" ('Raya is more meaningful with Spritzer Sparkling'), featuring a film and a social media initiative focused on fostering generational connections during the festive season.

The campaign enlists brand ambassadors from different generations such as Naim Daniel from Project: High Council, Zara Zya known for Love you Mr. Arrogant, and Jalaluddin Hasan, host of Who wants to be a millionaire in Malaysia. These individuals, representing gen Z, millennials, and boomers, respectively, embody the campaign's theme of family unity.

Central to the campaign is a film created in partnership with Imagineers Film. The film, titled "Raya lebih bermakna - Mana Adam?" ('Raya is more meaningful - where's Adam?'), tells the story of Adam, a teenager who goes missing on Raya morning, only to be found preparing special drinks for his grandfather with Spritzer Sparkling.

Don't miss: Bata Malaysia and artist Arif Rafhan blend heritage and art for exclusive Raya packets 

In a flashback, it was revealed that the family had been drinking sweet drinks to break their fast, but their grandfather, who has diabetes is unable to drink it together with them. In a private conversation with Adam, the grandfather shared that he often looks forward to the food and drinks during Raya. However, he is no longer able to because of his illness.

"Raya lebih bermakna - Mana Adam?" is available on Spritzer's digital and social platforms.

The campaign introduces three specialty drinks - sparkling teh halia ('ginger tea'), Sparkling selasih biru ('basil seed'), and Sparkling ros ('rose') - catering to health-conscious boomers, traditional millennials, and trendy gen Zs, respectively. These recipes are available on the campaign’s website to encourage consumers to recreate and share during Raya.

In addition to the film, Imagineers Film developed a cross-platform campaign, including social media content designed as a mini-series. This starts with Ramadan-themed greetings from the ambassadors, followed by video recipes and challenges to engage audiences during the Raya season.

“This campaign was birthed from a simple question: ‘What makes Raya feel special?’. Through insights gathered on audience consumption habits, we discovered that Raya is a season where consumers love experimenting to make special beverages. That is part and parcel of the excitement, more so in today’s age of home chefs," said Shiao Chan, Spritzer Malaysia’s head of marketing.

“However, we noticed that typically during Raya, most of the special drinks are cordial or fizzy-based, which makes them sweet. But this may not be suitable for all, especially older generations. So, what if we can still retain this special taste, but offer consumers new choices that are healthier?” added Chan.

Reuben Kang, creative director of Imagineers Film, said “When our team first conceptualised this film, we saw a powerful tie-in between the brand’s promise, audience insight and festive significance. Immediately we knew that this had the potential to be a fullfledged campaign across platforms."

"The idea of using Spritzer Sparkling to bridge generations and make celebrations feel special – that aligns with Spritzer’s identity as a household brand we grew up loving and sharing," added Kang.

Similarly, for Chinese New Year this year, Spritzer Malaysia unveiled a humorous yet moving short film to encourage Malaysians to embrace tradition and to highlight the importance of open-hearted conversations between family and friends.

Titled "Speak from the heart", the eight-minute-long film stars actors and brand ambassadors, Koe Yeet and Jaspers Lai, with special appearances by Yagood and Jobroseph.

The film told the story of a young man named Jasper, a 30-year-old who is feeling to pressure from his family to settle down. With the Chinese New Year festive season approaching and his anxiety rising, Jasper enlists a hairstylist to pretend to be his girlfriend for the day. With her humour, quick wit, and ability to hear the inner thoughts of others, she helps Jasper navigate conversations with his nosy aunt, turning a potentially stressful situation into a memorable and light-hearted experience.

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