KUALA LUMPUR – 100PLUS, Southeast Asia’s foremost isotonic beverage brand under Fraser & Neave Holdings Bhd (“F&NHB”), has announced a major regional collaboration with Netflix’s Physical: Asia, strategically spotlighting 100PLUS PRO, the brand’s high-performance hydration drink. The alliance is designed to support demanding, active lifestyles across Malaysia, Singapore, and Thailand.
This partnership brings together two champions of endurance and resilience, inspiring everyday athletes, fitness enthusiasts, and achievers across the region to “Unlock their 100,” empowering them to push limits and rise stronger through superior hydration and muscle recovery. The synergy celebrates the grit and performance that defines the pursuit of excellence across Asia.
A Powerful Alignment of Shared Values
The collaboration is rooted in the powerful alignment between the core values of both organizations: perseverance, endurance, and the relentless pursuit of excellence.
Celine Tan, Director, Group Marketing at Fraser and Neave, Limited, emphasized the natural fit: “This collaboration is more than a natural fit; it’s a powerful alignment of values. Physical: Asia celebrates resilience, endurance, and the relentless pursuit of excellence—qualities that also embody 100PLUS. As the region’s leading isotonic brand, we are committed to helping individuals ‘Unlock their 100’ by fuelling peak performance and faster recovery. With 100PLUS PRO, we are proud to inspire people across Asia to push beyond limits and rise stronger—together with Netflix, championing the true spirit of performance.”
For decades, 100PLUS has been a trusted staple in active lifestyles, deeply ingrained in the regional sports culture. This heritage of supporting physical endeavor makes the brand the ideal hydration partner for a series focused entirely on maximizing human potential. The partnership signals a continued commitment by F&NHB to invest in and promote products that actively contribute to the health and performance goals of its consumers.
Hydration Engineered for Peak Performance and Recovery
The central focus of the campaign is 100PLUS PRO, a non-carbonated performance hydration drink formulated based on nutritional science to meet the rigorous demands of active individuals. It is specifically designed to be consumed during and after physical activity, offering a scientifically balanced blend of functional ingredients essential for sustained energy and crucial muscle repair.
The key functional components of 100PLUS PRO include:
- 10g Protein with 2g BCAA: These vital components are incorporated to support muscle repair and accelerate recovery between strenuous exercise sessions. One serving of 100PLUS PRO High Protein contains 2g BCAA which aids muscle recovery and helps in recovery between exercise sessions.
- Electrolytes: Essential for maintaining the body’s fluid balance, electrolytes actively replenish hydration lost through sweat during intense activity, preventing fatigue and optimizing performance.
- Vitamin B3, B6, & B12: This potent combination of B vitamins helps the body reduce feelings of fatigue and sustains energy levels, ensuring individuals can maintain peak condition for longer periods.
This sophisticated formulation ensures that 100PLUS PRO does more than just hydrate; it actively supports energy maintenance and crucial post-exercise recovery, enabling individuals to stay in peak condition, whether they are training rigorously, competing in a race, or simply tackling the challenges of an active daily routine.
Engaging Malaysian Consumers On and Off the Field
The dynamic expression of the partnership in Malaysia involves a series of targeted, interactive activations, designed to bring the spirit of Physical: Asia directly to consumers.
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Leong Wai Yin, Marketing Director of Fraser & Neave Holdings Bhd, noted the local impact: “In Malaysia, 100PLUS has long been part of our everyday active lifestyles. Physical: Asia reflects the same spirit we see in Malaysians, individuals who show up, push harder, and never back down. With 100PLUS PRO, we are proud to support their journey—offering hydration and recovery solutions that meet real needs.”
The local campaign highlights several avenues for engagement:
- Microsite Challenge: Unlock Your 100: Consumers are invited to visit the challenge microsite to join a squat-based leaderboard competition and stand a chance to win exclusive prizes.
- In-store Promotions: A nationwide promotion, available across physical and online retail platforms, allows consumers to purchase any two 500ml bottles of 100PLUS—one regular variant and one 100PLUS PRO—to enter a draw to win a 3-month dual gym membership at Celebrity Fitness and Fitness First, or receive exclusive 100PLUS PRO merchandise.
- Mobile Fitness Truck Activation: Throughout November and December, a roving truck featuring “The Strongest Mobile Fitness Corner” will visit five locations across the Klang Valley, inviting consumers to fuel up and test their physical strength.
- Gym Activations: Five selected Fitness First and Celebrity Fitness outlets—including Fitness First Avenue K and Empire Subang, and Celebrity Fitness Nu Sentral, 1 Utama, and Lotus Kepong—will feature vending machines dispensing 100PLUS PRO, encouraging gym-goers to take on the Unlock Your 100 challenges during their workouts.
This integrated approach—combining digital challenges, retail incentives, and on-the-ground fitness activations—ensures the message of peak performance, powered by 100PLUS PRO and inspired by Netflix, resonates throughout the Malaysian community. The partnership is a clear commitment to elevating the conversation around sports nutrition and performance across Southeast Asia.
