100PLUS KIPID100

1. Film & Branded Content Kancils [1.14 Creative Effectiveness: Film & Branded Content]

Links:

Product/Service:

Isotonic sports drink

Client:

100PLUS / Fraser & Neave Limited (F&N)

Brief:

Malaysians have familiarised themselves with 100PLUS as the go - to sports drink. Badminton? 100PLUs. Football? 100PLUS. Aside from that, every single CNY, we see uncles and aunties stocking up their houses with countless cartons of 100PLUS. Back then it's always, Think 100PLUS, Think sports or CNY. We got the mission to change that perception because 100PLUS is a drink, a hydration for all occasions. And surprisingly, after doing up the research, people drink 100PLUS not just for the occasions mentioned above, but actually almost all the time. 100PLUS became the fuel that gives people the push to finish strong, everyday.

Solution:

We came up with KIPID100, Sentiasa Onz Bila 100 - which basically means, Keep it a 100% and with 100PLUS, you can! The linggo used is very "MALAYSIAN" (well we had, KIPIDAP, DONGIBAB, KEPCI, FAMIMA and so on) so KIPID100 was basically a call out to reach all Malaysians. With the very Gen Z style of approach and visual, it was defo a refreshing new approach!

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