The campaign, running on TV and print, looks to position 100 Plus as a mass-market sports drink, rather than the extreme sport positioning employed in Malaysia. Accordingly, the TVC features images of people being pushed to meet challenges, along with the tagline, 'Outdo Yourself'. "We had to find a way to make it relevant to Singapore," explained McCann executive creative director Ng Tian It. "It's suffered a little bit because of very little advertising. It's always been seen as a sports drink for very serious sports. We're trying to target everyone who does sports," added Ng. 100 Plus competes with international brands such as Gatorade, along with local sports drink brands.
100 Plus opts to shift positioning to mass market
Sports drink 100 Plus has rolled out its first campaign after McCann Erickson won the Singapore brief, along with Fraser & Neave brand F&N, earlier this year.
