F&N Malaysia repositions 100PLUS in the eyes of youths with new campaign

Fraser & Neave (F&N) Malaysia has rolled out a campaign which repositions its 100PLUS flavoured drinks range as an active lifestyle drink, under the slogan “100PLUS Aktifkan Potensimu” (Unleash Your Inner Potential). The campaign will run until 21 April and was done in collaboration with UM and Ensemble Worldwide. As part of the campaign, a contest will run in conjunction with Anugerah MeleTOP Era 2019 (AME). The contest encourages youths to unleash their potential, with the grand prize winner having an opportunity to perform at AME 2019. “There is a real synergy in how the UM and 100PLUS teams activated this campaign. Our intention is to connect with a unique segment, and these partnerships leveraged by UM across the Astro network will hopefully allow us to gain a new wave of fans for the brand,” Leong Wai Yin, 100PLUS senior marketing manager said. Rina Low, vice-president of UM said the team wanted this campaign to capture the essence of the 100PLUS brand, and involve youths in bringing out their dynamism. Low added that 'Malay-nials’ often associate isotonic drinks as drinks being catered towards those into sports or fitness activities. This campaign therefore urges them to unleash their inner potential and embrace their creativity within. "Together with F&N, we decided to leverage on Astro’s extensive network to translate into a wider audience reach. The integrated campaign utilises various digital channels and social media platforms to enhance message delivery, and hopes to increase brand love for one of Malaysia’s most iconic brands,” she added.