100PLUS Fuels Grab Drivers and Riders with Hydration on the Go 

By The Malketeer 

Rising Temperatures, Rising Appreciation

Malaysia’s relentless heat isn’t just a challenge for the average person—it’s a formidable obstacle for e-hailing drivers and delivery riders who navigate the scorching weather daily.

Often exposed to long hours of sun or rain, these modern-day frontliners play a crucial role in keeping cities running smoothly, and their dedication rarely goes unnoticed.

Recognising their contribution, 100PLUS has joined forces with Grab to keep these urban heroes hydrated and energised.

This thoughtful collaboration not only provides a much-needed boost to drivers and riders but also sets a new benchmark for brand-driven community engagement.

A Hydration Drive that Hits the Mark 

Through this initiative, 100PLUS became the first brand in Malaysia to specifically reach out to Grab drivers and riders.

The campaign didn’t stop at simply handing out a few thousand isotonic drinks.

It was strategically amplified via Grab’s ecosystem, leveraging social media channels, app notifications, email newsletters, and more to ensure maximum awareness and participation.

Drivers and riders could collect refreshing cans of 100PLUS at Grab Driver Centres, a gesture that went beyond product sampling—it was a salute to their hard work and resilience.

Building a Brand that Cares 

100PLUS’ partnership with Grab is a testament to its broader commitment to health-conscious initiatives.

By addressing the hydration needs of those who toil tirelessly in challenging environments, the brand demonstrated that a thoughtful campaign can create a meaningful impact.

This outreach is part of 100PLUS’ communication strategy to foster wellness and connect with consumer groups that form the backbone of urban life.

As the brand continues to champion hydration and health, it provides a compelling case study on how purpose-driven campaigns can strengthen brand loyalty while making a positive difference in the community.

Resonating with Human Needs

For marketers, the 100PLUS and Grab collaboration is a reminder that impactful campaigns don’t just sell products—they resonate with real human needs.

By focusing on hydration, health, and community outreach, 100PLUS has delivered a campaign that not only refreshes drivers and riders but also reinvigorates the idea of what a brand can achieve through meaningful partnerships.