100PLUS claims OG status in cheeky swipe at Spritzer ION

100PLUS appears to have taken a swipe at Spritzer on Instagram, mere days after the mineral water brand entered the isotonic category with Spritzer ION and its “On ke tak?” (‘On or not?’) slogan.

In a post on its Malaysian Instagram account, 100PLUS wrote “OG je nak!”, a line that echoes Spritzer’s newly launched “ON-JE!” brand belief. 

The post's accompanying caption read: “Tak perlu over-explain. Tak perlu over-flex. Kalau dah OG, OG je.” (‘No need to over-explain. No need to over-flex. If you’re already OG, you’re just OG.’)

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Even the image of two individuals grabbing 100PLUS bottles from a cardboard box appear to reflect Spritzer ION’s own image, which shows two people in the same clothing reaching into a cardboard box. 

100Plus then followed up with a second post asking: “Nak rasa limau? Dapatkan yang OG.” (‘Want to taste lime? Get the OG.’). The line appears to nod at the Lime variant of Spritzer ION, which launched in original and lime.

Neither post mentions Spritzer by name, but the timing and wording point to a cheeky response to the rival campaign.

A+M has reached out to Spritzer and F&N, the company that owns 100PLUS, for more. 

Spritzer ION is an isotonic water made with Spritzer’s natural mineral water and formulated with electrolytes.

Alongside the launch is a new brand belief - "ON-JE!" - which positions the brand as the answer to when someone asks, "On ke tak?".

The brand’s “On ke tak?” line first appeared on a billboard teasing ION’s 6 October launch. The answer was “ON-JE!”, Malaysian slang for “just do it”.

The exchange shows how Malaysian beverage brands are using local slang and social media to take each other on. Earlier this year, Mamee Monster and ZUS COFFEE’s mascots traded jabs online over whose store rules Jonker Street. The banter eventually grew into a Merdeka collaboration, “Lain Tapi NGAM”.

In a similar vein, Wonda Coffee answered ZUS Coffee’s “kegemaran M Nasir” billboards with its own featuring the real M. Nasir last year, while Farm Fresh took a swipe at Magnum’s tagline in a viral in-store moment. Industry experts previously told A+M that such exchanges work when they stay true to the brand voice. 

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