100PLUS Hydration Hour

9. Entertainment Kancils [9.4 Influencers & Co-creation]

Links:

Product/Service:

F&B

Client:

100PLUS - F&N

Brief:

To break the stigma and shift deep-rooted perceptions, 100PLUS set out to prove it’s not just a sports drink, but the go-to source of hydration for every occasion — redefining what hydration means and boldly positioning itself as a better alternative to water. The challenge: how do you get people to not just believe, but truly feel, that 100PLUS hydrates better than water? Challenging such a universal truth was no small task.

Solution:

In the lead-up to World Hydration Day (23 June 2025), 100PLUS set out to turn hydration into a movement by coining a new ritual — Hydration Hour (2–3pm). For 23 electrifying days starting 1 June, the brand rallied 23 influencers — masters of their craft, from entrepreneurs to comedians, singers, and more — to own the hour with entertaining, inspiring content that reminded Malaysians to rehydrate, refocus, and recharge — proving once and for all that hydration isn’t just for athletes, but for every occasion. From breaking mental blocks to finding daily motivation, Hydration Hour became a rallying cry to push past limits — one hour, every day, for 23 days. By transforming a simple act into a shared national moment, 100PLUS claimed the hydration crown — powered by hydration, fueled by 100PLUS.

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