100PLUS Hydration Re-engineered As Baju Raya

5. Design Kancils [5.9 Product/Service Design (Eligible for Innovation)]

Product/Service:

FMCG

Client:

F&N Beverages Marketing SDN BHD

Brief:

Despite being Malaysia's #1 isotonic drink, 100PLUS faced a recurring Raya slowdown, with softer sales and declining Malay household penetration.

Solution:

To make hydration culturally relevant during Raya, 100PLUS transformed hydration into a fashion statement through the first-ever "Hydration You Can Wear" initiative. In collaboration with SHALS, the brand reimagined the iconic Baju Raya, engineering design elements inspired by the refreshing sensation of hydration itself.

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