100PLUS Hydration Re-engineered As Baju Raya
9. Entertainment Kancils [9.4 Influencers & Co-creation]
×
![]()
case film
×
![]()
case board
×
![]()
creative assets
×
![]()
creative assets
×
![]()
creative assets
×
![]()
×
![]()
Links:
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 assembled a fashion house of partners around one product: the most Refreshing Baju Raya, a genuine co-creation with SHALS, engineered on 100PLUS’s hydration principles.
SHALS: founder Shalma Aina co-designed the collection, giving it real fashion credentials.
Bibo Aswan: the fashion photographer behind ELLE, GLAM and Harper’s Bazaar editorials shot the collection.
Five tastemakers: Azfar Heri, Yazmin Aziz, Sharifah Rose, Sky Iskandar and Shalma Eliana each styled it their own way.
Pinn Yang: a proven Ramadan live-commerce host led a 20-day TikTok Live raffle, the only way to win the baju.
Astro’s MeleTOP: 2 million+ viewers per episode heard Shalma Aina explain the hydration-led design.
REV Media: OHBULAN!, The Vocket and Sirap Limau carried the collaboration from fashion circles into mainstream conversation.
