Since its launch 27 years ago, 100Plus has emerged as the leading isotonic drink brand in Singapore and Malaysia. The brand's communications used to focus on sports, but while most competitors were still talking about the need to replenish ions after exercise, agency partners Publicis and Mindshare saw an opportunity for 100 PLUS to move into new territory as a drink for daily hydration.
Apart from educating consumers on the importance of hydration in general, the ensuing campaign also set out to present a surprising message about 100Plus-that it hydrates more effectively than pure water.
A series of ads with arresting water and hydration-related facts were developed to work as conversation starters and highlight the benefits of 100Plus over other hydration drinks. 100Plus took the role of educator by providing tips on staying hydrated with strategic placement in magazines during the annual fasting period.
Posters at bus shelters, train stickers, and table top stickers at cafes, reminded consumers of the need to stay hydrated and suggested they do so by drinking 100Plus. Prominent messages were also placed near to sales points. The above-the-line campaign was supported with aggressive on-the-ground execution. In one example, a 'hydration kit' was made available to potential consumers, containing a pedometre, an information leaflet and a can of 100Plus. Consumers were asked to track the number of steps they took in a day to assess how active their life was, and rehydrate with 100Plus.
The three-month campaign helped drive sales of the isotonic drink up by more than 20 per cent. Messaging placed near to where the product was sold were shown to translate into immediate sales and post-campaign tests showed that awareness for the hydration initiative among consumers was very high.
This article was originally published as part of the 2010 Top 1000 Brands report.