Tropicana Twister inspires Malaysians to spread double the kindness this Raya

Tropicana Twister, a juice drink brand under PepsiCo Malaysia, has partnered up with advertising agency The Shout Group for its “Gandaikan kebaikan bersama Tropicana Twister” (double your goodness with Tropicana Twister) campaign for the Ramadan and Raya season.

The campaign aims to spread joy through simple yet impactful acts of kindness and generosity, noting that even the smallest act of kindness can create a ripple effect, bringing people closer together and uplifting those in need. 

Central to the campaign is an innovative chatbot on Facebook's Messenger platform, which allows participants to journal and share any good deeds they have performed. It will run from now until 30 April.

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With each pledge of kindness, digital oranges will be collected on the platform. For every ten oranges, Tropicana Twister, in partnership with local NGOs Kechara Soup Kitchen and The Lost Food Project, will provide a care package to an underprivileged family— turning goodwill into meaningful impact. 

Kechara Soup Kitchen has been helping disadvantaged people in Malaysia since 2008, beginning as a soup kitchen and later expanding to other community service initiatives and advocacy work as well. It also runs a food bank with the help of corporate partners and empowers vulnerable individuals through skills programmes.  

Meanwhile, The Lost Food Project is another non-profit organisation, dedicated to a sustainable future by redirecting surplus food away from landfills, and redistributing them to those in need. So far, the NGO has rescued 8.6 million kilograms of food and provided 24.5 million meals. 

In addition, participants who purchase a minimum of RM10 worth of Tropicana Twister during the campaign period and share their acts of kindness via the Messenger chatbot can stand a chance to win additional rewards. 

Besides the chatbot, the campaign will also be engaging Malaysians through multiple touchpoints, including on-ground activations, influencer collaborations, and social media engagement. A series of video content featuring various acts of kindness will also be used to drive emotional engagement and inspire participation.

In the ad titled "Gandaikan kebaikan bersama Tropicana Twister dengan keikhlasan" ('double your goodness with Tropicana Twister, with sincerity'), a food delivery rider can be seen rushing to make a delivery near buka puasa ('break fast') time. An office worker, who seemed annoyed at the rider's tardiness at first, decides to offer the rider a bottle of Tropicana Twister orange juice to break his Ramadan fast. As the rider takes a sip out of the bottle, colour spreads across the scene, showing that a simple act of kindness can brighten up a person's day. 

Jennifer Lee, head of marketing for Tropicana in Malaysia, said "Ramadan and Raya are a time of togetherness and generosity, and with 'Gandakan kebaikan', we hope to inspire Malaysians to give from the heart. Whether through small gestures or bigger contributions, every act of kindness has the power to make a difference.” 

“With this initiative, we also want to show how Tropicana Twister can spark these moments of giving, bringing people closer through the spirit of sharing," she added. 

Syahriza Badron, managing director at The Shout Group, added "The beauty of this campaign lies in its simplicity. Kindness is contagious, and through an engaging digital experience, we’re making it easier for people to take part in a movement that celebrates and amplifies goodness."

It is not uncommon for brands to launch charitable campaigns during Ramadan, as it is widely seen as a time to give back to the community and help the underprivileged. For instance, local bank CIMB announced a RM2.2 million pledge to assist 40,000 individuals and families across Malaysia through its "Harapan Ramadan" (hope of Ramadan) programme. Meanwhile, McDonald's Malaysia launched its "Program Kongsi Rezeki Ramadan" (sharing the blessings of Ramadan) to visit 400 masjids and suraus throughout Ramadan to conduct volunteer programmes. 

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