100 Plus rebrands as daily hydration drink in Malaysia

100 Plus has launched a new campaign aimed at shifting consumers' perception of the brand from being an isotonic drink for athletic performance to catering to everyday hydration needs.

The campaign, created by Havas Malaysia, is titled ‘Dahagakan Apa Jua’ or ‘For All You Thirst For'. It features well-known Malaysians, including content creator Michiyo Ho, food delivery rider M. Syah, streetwear entrepreneur Tunway, and Olympic cyclist Azizulhasni Awang, also known as the 'Pocket Rocketman'.

In the film, these personalities are depicted struggling with heat in their respective fields before turning to 100 Plus to hydrate themselves. 100 Plus was launched in Malaysia in 1983, originally positioned as a sports and active lifestyle drink.

“We needed a compelling idea to reposition 100 Plus from a brand primarily associated with athleticism to one that addresses the daily hydration needs of all Malaysians. After all, 100 Plus, packed with electrolytes, hydrates 33% faster than water,” explained Donevan Chew, chief creative officer of Havas Malaysia.

Complementing the film is a series of social media content that delves deeper into the unique aspirations of each personality, exploring what they genuinely thirst for in life and how 100 Plus plays a role in their journey.

“We are all participants in this journey called life, and our daily efforts to achieve our goals require constant hydration. Whether making a living, building a reputation, or making a difference, we all pursue what matters most."

The campaign is being rolled out across television, out-of-home (OOH) advertising, point-of-sale displays, and social media. It will run for two months from 1 October to 30 November throughout Malaysia.