Three Legs Cooling Water enlists superhero to fight everyday heatiness

Three Legs Cooling Water has rolled out a refreshed campaign featuring “Captain Cooling”, a superhero character designed to protect consumers from heatiness and promote preventive wellness.

Conceptualised by creative agency Distilleri, the campaign aims to reframe health and wellness not as a reaction to sickness, but as a natural and enjoyable part of daily life.

Captain Cooling made his debut on the brand’s Instagram account through a series of short videos. In the first, a woman returns home with multiple grocery bags only to be overwhelmed by the sun’s heat, personified by a man in costume. Collapsing onto the couch, she is rescued by the superhero, who offers her a bottle of Three Legs Cooling Water before defeating the heat in the room.

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In another video, an office worker struggling at his desk reveals a mouth ulcer when he yawns. Captain Cooling then arrives to fight off the ulcer and restore balance.

The final clip shows a boy snacking on fried food and durians while gaming, before the superhero steps in to counter the “heatiness” caused by his diet.

The move comes as younger consumers increasingly blend traditional practices with modern lifestyles, seeking products that deliver both efficacy and relevance. To cater to this shift, Three Legs Brand is evolving its portfolio from Chinese Proprietary Medicine (CPM) to health supplements, highlighting how tradition and innovation can coexist.

Captain Cooling anchors a wider brand philosophy of prevention, balance and mindful living. The campaign will run across digital, social media, and out-of-home platforms to reach consumers across multiple touchpoints.

“True wellness is not about waiting for something to happen—it’s about building rituals that nurture body, mind, and spirit every day. Together with Distilleri, we brought this vision to life through introducing Captain Cooling in our recent campaign, a superhero who helps people understand, in a clear and relatable way, how everyday heatiness shows up in our lives. It’s a fresh way to show how Three Legs Cooling Water can protect and restore balance in daily life," said Fu Siang Jeen, CEO of Three Legs Brand, Wen Ken Group.

In tandem, Eugene Tan, executive creative director at Distilleri said, "Our almost 90-year-old brand definitely has the heritage to own this territory, and 'Captain cooling' clearly could champion it by relating to the older generation while winning fans among the young.

"In fact, we had all the right ingredients to make this ‘refresh’ a success, a team which had fun and dreamt big, a stellar film production house Phenomena Bangkok which brought our vision to life and I can’t say enough, brave, brave clients at Wen Ken Group," he added. 

Other brands have also tapped into superhero-inspired storytelling. In May, Domino’s Pizza Malaysia teamed up with Havas Malaysia for a Mother’s Day giveaway that turned mums into AI-generated action figures, complete with custom superpowers and accessories. The top five entries received special treats, alongside a promotion offering a complimentary heart-shaped chocolate lava cake with select orders.

Havas Malaysia positioned the campaign around the idea that mothers are often regarded as real-life superheroes. By tapping into the AI action figure trend, the team aimed to immortalise mums in the same way comic heroes are celebrated—through customised figures showcasing their unique strengths.

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