100Plus lays down the challenge

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• 100Plus to spend on sport sponsorship and marketing
• Launches 100Plus Live Active 2009

Malaysia - The economic conditions are not stopping 100Plus from investing in more sport sponsorship dollars as part of its marketing efforts to maintain a 90% market share of the isotonic drink market.

"We don't see a need to [stop]," Chris Ng, general manager, marketing, Fraser & Neave (Singapore) said at the launch of 100Plus Live Active 2009.

The 100Plus Live Active 2009 initiative, which cost over RM1 million in investment, sees a 40-footer 10 tonne truck and a 20-footer 3.5 tonne truck transformed into mobile extreme fitness centres. The centres, complete with physical challenges, will tour 35 locations throughout the peninsula.

It is a three-month long campaign aimed at inspiring Malaysians to push their boundaries and take better care of their health.

The costs, Ng said, include the man-power, travel but does not include the 100Plus RM1 Million Challenge which ties in to the Live Active campaign where semi-finalists and finalists will be judged based on their ability to rise to the challenges, in synergy with 100Plus' ‘Outdo Yourself' sentiment.

Last year, 70,000 people registered for the event.

"We are convinced in marketing and brand building which includes sports sponsorship which is part of giving back to the people who contribute to the growth of our market share," Ng said.

F&NCC is responsible for the manufacturing, distribution and sales of the soft drinks that fall under its jurisdiction, including 100Plus.