How Tropicana Twister is turning everyday kindness into lasting change this Ramadan

This Ramadan and Hari Raya, THE SHOUT GROUP and Tropicana Twister are bringing back the "Multiply the goodness" campaign. 

The campaign, which debuted during Ramadan last year, returns with a focus on creating impact that last. It is created in collaboration with Epic Homes through the "Project 100" initiative, which supports the building of safe homes for underprivileged families, including Orang Asli communities across Malaysia. 

Developed as a long-term platform rather than a one-off festive idea, "Multiply the goodness" is designed to evolve year on year, growing in scale, participation and impact. Where last year established the idea of collective goodwill, this year’s execution turns kindness into tangible results, providing not only homes and shelter but also clean water through basic piping systems, and safe spaces where children can grow, learn and play.

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The campaign features several digital films aired throughout Ramadan and Raya, and invites public participation through a digital chatbot-led activation.

In the digital film titled "Ramadan lebih indah bila dikongsi bersama Tropicana Twister" ('Ramadan is more beautiful when shared with Tropicana Twister'), a father and daughter is seen returning to their car after shopping. They spot a young woman struggling with her tire and decided to stop and help her. They later share their bottles of Tropicana Twister with her when the call to prayer plays, signalling that it is time to break their fast. 

Meanwhile, the digital chat-bot activation encourages Malaysians to journal their good deeds via the chatbot, turning small acts into a people-powered movement and reinforcing the idea that collective effort leads to outcomes far bigger than any single contribution.

“This year’s campaign builds on the momentum of ‘Multiply the goodness’ by deepening our focus on meaningful, lasting impact,” said Jennifer Lee, head of marketing at PepsiCo Malaysia. “Guided by pep+, our strategic framework to drive positive action for people and the planet, we are partnering with Epic Homes to support initiatives that go beyond immediate relief — helping families gain stability, dignity and a place they can truly call home.”

“At the core of ‘Multiply the goodness’ is the belief that small actions, when multiplied, can create lasting change,” said Syahriza Badron, managing director of THE SHOUT GROUP. “After seeing how strongly people responded last year, the challenge was to take the platform further, moving from moments of giving to outcomes that communities can rely on for years to come.”

By addressing both shelter and essential living needs within one initiative, "Multiply the goodness" reframes festive giving as enduring rather than temporary. The platform reflects Tropicana Twister’s commitment to campaigns where purpose is not just communicated but embedded in execution and experience.

Last year's campaign saw similar efforts, including a chatbot on Facebook's Messenger platform and a short film. The film featured a food delivery driver rushing to make a delivery and an office worker who seemed annoyed at the rider's tardiness. The office worker later offers the rider a bottle of Tropicana Twister to break his fast, showing that a simple act of kindness can brighten up a person's day. 

The 2025 campaign also saw Tropicana Twister partnering with local NGOs Kechara Soup and The Lost Food Project, where each pledge of kindness on the app provides a care packaged to an underprivileged family.

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