A Star-Studded Generational Tribute: Making Every Raya More Meaningful, One Sip at a Time
Spritzer Sparkling, Malaysia’s leading carbonated natural mineral water, has unveiled a heartwarming Raya campaign that resonates deeply with audiences across generations.
Themed ‘Raya Lebih Bermakna Bersama Spritzer Sparkling’, the campaign serves as a poignant reminder of what makes Raya truly special: family, tradition, and shared moments of joy.
At the heart of this campaign is a moving five-minute film, ‘Raya Lebih Bermakna – Mana Adam?’, produced by Imagineers Film, a production house celebrated for its storytelling-driven festive films.
With a thoughtful blend of digital engagement, celebrity endorsements, and a cross-generational message, Spritzer Sparkling has crafted a campaign that not only elevates its brand presence but also tugs at the heartstrings of Malaysian consumers.
In a strategic move to capture the essence of familial bonds, Spritzer Sparkling has enlisted three prominent Malaysian personalities:
Naim Daniel, famed for Project: High Council, representing Gen Z,
Zara Zya, the Love You Mr. Arrogant star, embodying Millennials, and
Datuk Jalaluddin Hassan, the iconic host of Who Wants To Be A Millionaire, as the Boomer figure.
Each brand ambassador resonates a different generation, reinforcing the campaign’s central theme of bridging generational gaps over a shared love for Raya traditions.
The Magic of Emotion-Driven Storytelling
The campaign was born from a simple yet profound question: “What makes Raya feel special?”
According to Shiao Chan, Spritzer Malaysia’s Head of Marketing, insights from consumer habits revealed that creating special drinks is a much-loved Raya tradition.
However, most festive beverages are often too sweet, making them unsuitable for the older generation.
This insight led Spritzer Sparkling to position itself as the perfect ingredient for refreshing, healthier Raya drinks that the whole family can enjoy.
In ‘Raya Lebih Bermakna – Mana Adam?’, audiences follow the story of Adam, a seemingly aloof teenager who mysteriously disappears on Raya morning, much to his mother’s annoyance.
As she expresses her frustration in front of the family, it is later revealed that Adam had been preparing a special Raya drink using Spritzer Sparkling for his Atuk, who can no longer consume overly sweet cordial drinks.
“The beauty of this film is that the brand isn’t just for placement—it is the hero that enables Atuk to enjoy a cherished Raya tradition,” shared Reuben Kang, Creative Director of Imagineers Film.
A 360° Campaign Spanning Digital and On-Ground Activations
Beyond the film, Spritzer Sparkling’s campaign extends across multiple platforms, offering consumers an immersive experience that includes:
A social media mini-series featuring the brand ambassadors, kicking off with Selamat Berbuka Puasa greetings during Ramadan.
Recipe videos guiding audiences on how to make three exclusive Raya drinks: Sparkling Teh Halia, Sparkling Selasih Biru, and Sparkling ABC Ros, catering to Boomers, Millennials, and Gen Zs respectively.
Digital out-of-home media, cinema ads, radio spots, print media, and in-store activations to further amplify the campaign’s reach.
A special on-ground event bringing consumers together to experience the Raya Sparkling moments firsthand.
Spritzer Sparkling’s approach of blending emotional storytelling with consumer-driven insights has resulted in a campaign that truly stands out.
By focusing on the universal theme of togetherness and celebrating tradition in a modern, health-conscious way, the brand has cemented its place as more than just a beverage—it’s a catalyst for meaningful moments.
With ‘Raya Lebih Bermakna – Mana Adam?’ premiering on Spritzer’s digital and social channels in March, this campaign is set to leave a lasting impact on Malaysian audiences, reminding them that sometimes, the simplest gestures—like making a special drink for a loved one—can create the most cherished memories.
