Content Champions: Etika Group of Companies (Calpis Soda)

Etika Group is a leading beverage manufacturer, distributor and marketer headquartered in Malaysia, with a distribution network spanning Malaysia and Singapore and more than 40,000 direct customers. The group manages a portfolio of global and regional brands including Pepsi, 7UP, Gatorade, Lipton, Tropicana, Wonda Coffee and Calpis, alongside its own beverage lines such as Chill Asian Drinks, Bleu Water and Goodday Milk.

Originally launched in Japan in 1919, Calpis is a cultured milk beverage inspired by founder Kaiun Mishima’s discovery of fermented milk during a trip to Inner Mongolia. The drink was introduced to Malaysia in 2016, bringing its distinctive sweet-and-tangy flavour to local consumers through products such as Calpis Soda.

Content Champions is a segment during A+M's Content360 conference in Malaysia in which we highlight brands who have made significant impact in the content marketing space through their campaigns. This campaign was shortlisted for Marketing Excellence Awards 2025 and chosen for coverage by the editorial team at A+M. 

Brand: Calpis Soda

Campaign: FOMO & Fizz create Malaysia’s #1 TV show in just 3 weeks, driving record sales

Challenge

The cultured milk yogurt drink (CMYD) category in Malaysia had plateaued. Once seen as a healthy, functional choice, it saw slow growth due to limited ad spend, few major campaigns since 2019, and declining consumer interest. With little innovation, the category began to feel stagnant.

For Calpis, known for its Japanese heritage and cultured milk base, this posed a clear challenge: make a “boring but healthy” category exciting again, especially for younger consumers. The launch of Calpis Soda, a fizzy twist on the classic drink, aimed to tap new consumption occasions and appeal to experience-driven audiences aged 15 to 27.

However, capturing Gen Z attention required more than traditional advertising. They consume vast amounts of content daily, yet brands struggle to stand out. Social momentum and FOMO also play a major role, making cultural buzz and shared experiences key.

Calpis Soda also faced stiff competition in the carbonated space from global giants such as Pepsi and Coca-Cola, alongside emerging sparkling health drinks. To cut through, it needed strong cultural relevance and emotional connection.

Rather than simply launching a new variant, Calpis aimed to create a hybrid subcategory where functionality meets fun, while reigniting interest in CMYD. It did so by moving beyond conventional marketing and placing itself at the centre of entertainment, reviving Malaysia’s iconic reality show One in a Million after a 15-year hiatus.

Strategy 

The campaign centred on two goals: driving awareness and recall for Calpis Soda, while deepening engagement through storytelling, participation and rewards.

Rather than relying on traditional advertising, it adopted a multi-touchpoint approach spanning DOOH, press events, meet-and-greets, TV episodes, radio, social amplification and on-ground auditions. Participation extended to TikTok submissions, giveaways and interactive voting that let fans influence the show.

At its core was a bold move. Instead of acting as a sponsor, Calpis Soda took on the role of executive producer for the revived One in a Million, moving beyond logo placement to shape the show’s narrative and experience.

From visual identity to format and prizes, every element reflected the brand’s values of individuality, optimism and refreshing originality. This ensured Calpis Soda was not just visible, but embedded in the viewing experience.

Over 16 weeks, the show became more than a promotional platform. By integrating the brand into contestant journeys, audience voting and challenges, the campaign turned viewers into active participants and built stronger emotional connections.

Execution

Calpis Soda brought the campaign to life through an integrated rollout spanning broadcast, digital and on-ground experiences. At its core was the revival of One in a Million, aired on TV3 as the main platform, with eight live episodes running weekly from 22 December 2024 to 9 February 2025.

The journey began with nationwide auditions across Malaysia, alongside TikTok submissions that opened participation to Gen Z online. At physical audition sites in malls and campuses, the Calpis Soda Fast Lane offered a priority queue, giving participants quicker access while introducing them to the brand.

Momentum built with a press conference unveiling the judges and top 100 contestants, followed by a 24-episode “Fizz Journal” docu-series that aired ahead of the live shows. It gave audiences behind-the-scenes access to vocal training, choreography and contestant stories, deepening emotional connection.

The live episodes drew strong traction from the start, with the premiere revealing the top 20 contestants and attracting 1.5 million viewers. Judges Cakra Khan, Datuk Yusry and Ziana Zain added credibility, while appearances by Amy Search, Yuna, Misha Omar and a KRU reunion added nostalgia.

Audience participation sat at the centre of the format. Fans voted weekly, with additional votes unlocked through Calpis Soda purchases on Shopee. Weekly contests, behind-the-scenes content and giveaways sustained engagement, while thousands of free cans and personalised packaging strengthened brand interaction during live activations.

Brand integration ran throughout the show, from title sponsorship to stage design, microphones and visual identity, with Calpis Soda’s polka-dot branding featured across broadcasts, AR segments and brand films.

As the competition progressed, finalists released original songs, including a group anthem Sejuta Kenangan, alongside a Raya track that extended the show’s cultural relevance. From auditions to finale, the campaign spanned TV, radio, digital and OOH, turning a product launch into a nationwide entertainment moment under the banner #SejutaSodaSatuJuara.

Check out the other winners here.