100PLUS campaign shows the spirit to outperform

Saturday July 12, 2008

By M. HAFIDZ MAHPAR

CHRIS Ng talks about the human spirit and the inspiring story of Eric Weihenmayer, the first blind man to conquer Mount Everest.

No, Ng is not a motivational speaker but the country marketing head of Fraser & Neave (Singapore) Pte Ltd regional office. And the interview with BizWeek is actually to talk on the latest 100PLUS campaign, which Ng somehow manages to link to Weihenmayer!

“Weihenmayer’s blindness didn’t deter him,” Ng says.
Ng: We welcome competition because a product category cannot grow without it.

“He mapped out for himself a plan to climb seven summits in seven continents in seven years. By 2001, he was already climbing Mount Everest. By 2002 he conquered the last summit on his list.

“In spite of the odds, he laid for himself a plan and believed that his spirit was stronger than his circumstances. And he has achieved it.

“It speaks a lot about the human spirit.”

Ng says 100PLUS, with its tagline Outdo Yourself, summarises all this.

“After an exercise or a sports game, a person is dehydrated. When he drinks 100PLUS, immediately he is rehydrated and his energy comes back.

“He can then go back to the field for another game. Isn’t it what the human spirit is all about? We have finished one (feat); let’s re-energise and go for the next one.”

100PLUS was introduced 25 years ago when Fraser & Neave (F&N) was celebrating its 100th anniversary (hence the name), and the Outdo Yourself

slogan was launched in 2001-2002.

“What we had done with 100PLUS in the past was very much in the field of sports, whether it was futsal, soccer, badminton, marathon, triathlon, or Tour de Langkawi.

“Malaysians in general are more spectators than participants. So if we really want Malaysians to be healthy, active, and outdo themselves, we have to bring it to the public,” he says.

According to Ng, having an active and fit body helps one to live up to the human spirit of outdoing oneself.

Hence F&N is currently running the 100PLUS Live Active campaign, which includes a roadshow covering 20 shopping centres nationwide (from May 23 to July 27).

“We have little set-ups at the malls where you can dribble a basketball or run around obstacles. We give tips in pamphlets on how to stay active anytime, anywhere, such as stretching our arms, legs or backs. We have 30-minute workshops four times a day,” Ng says.

“We also go to selected bus stops. While you stand and wait, you can stretch. We’d encourage people to do it.

“We have also selected LRT stations in the Klang Valley. Don’t be surprised if you are stopped by someone with a signboard who says, ‘Why don’t you take the stairs instead of the escalators?’ We will reward you with a free 100PLUS.”

He says that instead of just advertising on TV or in print, F&N wants to become an “enabler”, which explains why it conducts on-ground activities.

After July 27, F&N will continue with the next phase of its campaign called “Unite for Glory.” “Again, the topic is ‘Don’t just be a spectator, be a participant’,” Ng explains.

100PLUS cans have five designs featuring Malaysian badminton players in conjunction with the team’s participation in the Beijing Olympics and the Super Series tournaments.

Among the messages on the can is, “To relieve the badminton fever, go down to the courts yourself.”

Ng says that 100PLUS, which already has a 90% share of the isotonic drink market in Malaysia, is expected to grow by double digits in sales volume this year.

It has quite a few competitors, including international brands like Gatorade and Lucozade.

“We welcome competition because a product category cannot grow without competition,” Ng says. “I think that is true in any category in any country. As more competition comes in, more Malaysians will learn about isotonic drinks and it will expand the consumption.”

He says that there’s always a danger of a market leader being complacent.

“But our (F&N) culture from day one was never to be complacent.

“Outdo yourself’ is actually built into our own spirit, because complacency will only lead to failure. I welcome competition. It will only make me outdo myself more!”