100Plus has been widely known as the beverage of choice only for sport athletes or those after a heavy workout. The brand urgently needed a massive, ownable platform to redefine itself and convince Malaysians to unleash their potential and get active and moving in their own way.



ASTRO conceptualised ‘Hari 100Plus Aktifkan Malaysiaku’ a whole day dedicated for the nation with people of all ages, races and background coming together to participate in fun and engaging activities to promote a healthy lifestyle.

A multi-platform integration strategy across TV, radio, digital and social media, leading up to the main event drove awareness and anticipation while appointed role model celebrities engaged audiences to encourage active participation.



Overall campaign achieved impressive results and significant impact on changing brand perception! 100 Plus sales and brand health tracking overall recorded an improvement during the campaign.