100Plus launched its zero sugar option in 2018. Prior to this, 100Plus carried a legacy as the go-to choice for individuals who do sports or lead active lifestyles. However, with the launch of 100Plus Zero, the brand wants to change its association from sports to an everyday hydration companion. To create awareness and launch its new image, we tied in "hydration" with passion points (travel, photography, music and food) as our main idea. Social media content and a microsite enabled us to increase brand awareness and educate the masses about the importance of hydration, and how 100Plus Zero can play a part in their lifestyles.
Brand Awareness & Engagement Content
Passion Point Content
