Creative agency Dentsu Creative Malaysia has launched “Raya Lebih Fresh Dengan 100PLUS,” a festive campaign developed for 100PLUS that moves 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,” the agency said adding that 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.
The campaign targets Gen Zs and launched on TikTok with content around Raya styling and hydration, followed by an exclusive collaboration with Malaysian fashion label SHALS. The collaboration includes a limited-edition baju raya made available to top spenders on TikTok Live.
The media mix includes Instagram and Facebook, alongside TikTok Live, out-of-home placements, TVC, and in-store activations.
“100PLUS was formulated to do something water alone cannot, to restore the body’s mineral balance through electrolytes, so you hydrate faster,” said Leong Wai Yin, Chief Marketing Officer, F&N Sdn Bhd.
“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”.
“Isotonic beverages do not belong in festive fashion. But for us, that is exactly the point,” said Ellison Fernandez, Executive Creative Director, Dentsu Creative Malaysia.
“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.
