Dentsu Creative Malaysia has launched “Raya Lebih Fresh Dengan 100PLUS”, a festive campaign developed for 100PLUS that challenges the conventional playbook for beverage marketing during the festive season, moving beyond the drink itself to design a wearable expression of the brand’s core proposition.
Raya is a season built on movement, with long days of visiting, hosting, and celebrating in the heat, making it one most physically demanding festive periods.
Yet, while the season traditionally favours flavourful drinks suited to open house gatherings, 100PLUS is staking a different claim, that the sustained energy demands of the Ramadan-Raya season make hydration essential, and that staying refreshed during Raya is not just about what you drink, but what you wear.
As an isotonic drink containing electrolytes that restore the body’s mineral balance, 100PLUS hydrates faster than water, and when you are moving through a full day of Raya, that difference is felt.
The campaign strategy targets Gen Zs, a cohort rewriting the aesthetics of Raya celebration. “Raya Lebih Fresh
Dengan 100PLUS” launched on TikTok, seeding content around Raya styling and hydration before revealing an exclusive collaboration with contemporary Malaysian fashion label, SHALS, for the centrepiece of a limited-edition baju raya, made available exclusively to its top spenders on TikTok Live.
The full media mix spans Instagram and Facebook, alongside TikTok Live, outof-home placements, TVC, and in-store activations. Leong Wai Yin, Chief Marketing Officer, F&N Sdn Bhd, commented, “100PLUS was formulated to do something water alone cannot, to restore the body’s mineral balance through electrolytes, so you hydrate faster.
That is the science behind our brand, and Raya is precisely the occasion where that matters most. Gen Zs, in particular, do not separate style from substance – neither do we. This is a generation that celebrates Raya on their own terms, and we wanted to meet them there. Dentsu Creative Malaysia gave us the creative courage and the innovative thinking to go somewhere this category has never gone before, while collaborating with SHALS was equally important to support a homegrown Malaysian label with genuine cultural currency among the audience we cared about”.
Ellison Fernandez, Executive Creative Director, Dentsu Creative Malaysia, commented, “Isotonic beverages do not belong in festive fashion. But for us, that is exactly the point. Gen Zs have a finely tuned radar for brands that genuinely get their world and the only way to pass that is to create something with real cultural stakes.
The result is something unique in this space: a functional, fashion-forward garment that makes the case for hydration”.
“Raya Lebih Fresh Dengan 100PLUS” runs from 17 January to 15 April 2026
across Malaysia.
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