100PLUS Hydration Re-engineered As Baju Raya
10. Media Kancils [10.8 Best use of collaboration & media partnership]

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Links:
https://www.instagram.com/reel/DV5crQaAQob/
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:
We co-created the most Refreshing Baju Raya with SHALS, an established fashion design house, and released it the way fashion drops happen. With collaborations from different fashion touchpoinst, such as renowned fashion photographer Bibo Aswani, fashion KOLs and even fashion content with different KOCs, it became a talking point for the Malay community. It was topped off with a collaboration with Astro on for a spot on Astro Meletop where the SHALS explained how the Baju Raya represents the principles of hydration. Each platform played one stage of the cycle, and the only way to get the collection was to buy 100PLUS on TikTok Live.

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