100PLUS launches ‘activate your potential’ contest

IPG Mediabrands Malaysia agency, Universal McCann Malaysia (UM) has devised a new campaign for food and beverage giant, Fraser & Neave (F&N).

The campaign for popular brand 100PLUS repositions the 100PLUS flavoured drinks range as an active lifestyle drink under the slogan ‘100PLUS Aktifkan Potensimu’ (Unleash Your Inner Potential).

Commenting on the campaign, Rina Low, Vice-President of UM said, “We wanted this campaign to capture the essence of the 100PLUS brand, and involve the youth in bringing out its dynamism.

‘Malay-nials’ often associate isotonic drinks as being catered towards those into sports or fitness activities. This campaign urges them to unleash their inner potential and embrace their creativity within.”

As part of the campaign, a ‘100Plus Aktifkan Potensimu’ contest will run in conjunction with Anugerah MeleTOP Era 2019 (AME), a popular Astro award show which recognises local talents. The contest encourages youth to unleash their potential, with the grand prize winner having an opportunity to perform at the AME 2019.

“Together with F&N, we decided to leverage on Astro’s extensive network to translate into a wider audience reach. The integrated campaign utilizes 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,” commented Rina.

100PLUS is a leading brand under the F&N flagship, and the first isotonic beverage launched in Malaysia. Its drinks range offers four flavours: Lemon Lime, Blackcurrant, Berry and Orange, with the new packaging available in April.

Leong Wai Yin, 100PLUS Senior Marketing Manager said, “There is a synergy in how the UM & 100PLUS team have 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.”

The ‘100Plus Aktifkan Potensimu’ (Unleash Your Inner Potential) campaign runs from 11th March to 21st April 2019. The partnering creative agency is Ensemble Worldwide.

To enter the contest log on to

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