What happens when Spritzer's sparkling water meets Raya cooking?

Malaysian bottled water brand Spritzer is bringing a playful twist to festive cooking this Hari Raya with its 2026 campaign, "Serikan Raya sparkling-kan suasana" (brighten your Raya), anchored by a musical-style brand film titled "SAMTING SAMTING".

The campaign centres on a humorous yet relatable festive scenario faced by many newlyweds during Hari Raya: returning to the husband’s kampung and navigating the expectations of cooking for the extended family. In the film, Alia, played by Wani Kayrie, quietly impresses her husband’s family with unexpectedly delicious dishes. Her secret, however, raises suspicions from the ever-watchful Mak Ngah, played by Elliza Razak, who has long been the household’s go-to cook.

As the curious aunt tries to uncover Alia’s culinary trick, the phrase “samting samting”—a colloquial way of saying “something suspicious”—becomes a recurring motif throughout the Broadway-inspired musical narrative, complete with classic Malay pantun and comedic moments.

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A key detail to note is that the film’s entire script is written as lyrics, with each sentence rhyming with the next, much like the classic Malay tunes that are so pleasing to the ears. The shifts in beats and melodies throughout the film, changing with each scene and narrative moment, make it all the more captivating.

Towards the end, when the scene turns to Alia revealing her ultimate secret ingredient for making her dishes taste so good, the whole family breaks into a lively dikir barat (Malay choral singing) performance. The musical number introduces how each dish can incorporate Spritzer Sparkling for that special touch. Audiences are bound to walk away humming the catchy refrain: “Samting-samting, Spritzer Sparkling. Tambah-tambah, Spritzer Sparkling.”

Beyond entertainment, the campaign also marks a strategic shift for Spritzer Sparkling, which is being introduced as a cooking ingredient for the first time.

While previous festive campaigns focused on the product as a beverage mixer, this year’s push positions it as a versatile addition to the kitchen. The idea is simple: the natural effervescence in sparkling water can help elevate the texture and tenderness of certain dishes, making festive cooking easier and more flavourful.

To demonstrate this, the campaign introduces five hero recipes, with a particular emphasis on traditional Raya dishes. Among the food highlights is cucur udang crispy (fried prawn fritters), where Spritzer Sparkling is added to the flour mixture. The bubbles help aerate the batter, resulting in a lighter and crispier fritter.

Another recipe, rendang tok melting (stewed meat), uses Spritzer Sparkling as a marinade for beef cubes. The carbonation helps relax tough muscle fibres, tenderising the meat and shortening cooking time—an advantage when preparing the famously slow-cooked dish.

Meanwhile, the classic pairing of roti jala (lace pancakes) and kari ayam (chicken curry) also gets a sparkling twist. Adding sparkling water to the batter produces a lighter texture while preventing the edges from drying out too quickly. The chicken can also be marinated with Spritzer Sparkling to help tenderise the meat and remove any strong odours.

Alongside the food recipes, the campaign also introduces two festive beverage creations. One is the bunga longan Sparkling, which combines longan (dragon's eye fruit) with bunga kekwa (chrysanthemum), an ingredient often associated with cooling properties that help relieve heatiness after indulging in rich festive meals. The other, limau selasih pudina Sparkling, blends lime, mint and biji selasih (basil seeds) to create a refreshing sparkling drink designed to balance the heavier flavours of Raya dishes.

Fronting the campaign are Spritzer’s 2026 Raya ambassadors, Fimie Don and Wani Kayrie, who not only star in the brand film but also champion the recipes introduced as part of the campaign.

Both talents appear across campaign content demonstrating how Spritzer Sparkling can be used in the kitchen, reinforcing the brand’s call to action for consumers to cook with Spritzer Sparkling this festive season. The campaign also directs viewers to a dedicated microsite where the recipes and brand film are available, inviting Malaysians to experiment with the sparkling cooking technique in their own Raya preparations.

There's definitely still more room for musical-themed Raya films, and one such example would be Watsons Malaysia with its annual Hari Raya campaign, "Pentas Raya glam". The story follows Kak Long (the eldest sister) and her family, who are known for their long-standing tradition of wearing matching outfits every Aidilfitri (Eid). However, on the first morning of Syawal (the first day of Raya), Kak Long is caught off guard when each family member arrives dressed in completely different colours and glamorous styles.

Each character is introduced with a recurring jingle, “Glam, glam, glam, glam Raya!”. As they share their thoughts on Kak Long’s request for matching outfits, they break into song, complete with a dance crew and disco lights. And of course, as with every festive Raya film from Watsons Malaysia, Unik the grey cat and Abang Watsons the delivery guy make an appearance.

Be part of #Content360 Malaysia, 13 May 2026, where creativity and community collide. Explore how AI-powered imagination, culturally resonant storytelling, and platform-savvy strategies are shaping the future of content. Gain practical insights, discover new tactics, and learn how the region’s top creators and brands are crafting campaigns that truly resonate.

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