100PLUS powers up 'Physical Asia' fever with regional campaign

As Netflix’s new competition series Physical: Asia gains momentum across the region, 100PLUS is riding the wave with a regional campaign spanning Malaysia, Singapore, and Thailand. The brand has announced a collaboration with the Korean-produced fitness reality show, centering the partnership on 100PLUS PRO, its non-carbonated performance hydration drink formulated for active consumers.

The partnership aims to tap into the renewed buzz around extreme fitness formats. Physical: Asia builds on the cult following of Physical 100, which has amassed global attention across its past two seasons for its high-stakes physical challenges and cinematic production. The new series takes that energy further with a nation-vs-nation showdown, a thematic fit that 100PLUS is leaning into as it encourages everyday consumers to “Unlock their 100”.

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Celine Tan, director of group marketing at Fraser & Neave, said the collaboration represents “a powerful alignment of values,” pointing to the shared focus on resilience, endurance, and rising stronger through challenge. “As the region’s leading isotonic brand, we are committed to helping individuals ‘Unlock their 100’ by fuelling peak performance and faster recovery,” she said.

The campaign spotlights 100PLUS PRO, which contains 10g of protein with 2g of BCAAs for muscle repair, electrolytes for hydration, and B vitamins to reduce fatigue, a formulation that positions the drink as a companion for both high-intensity activity and daily active routines. The brand frames the product as meeting the needs of “everyday athletes” across Southeast Asia, from gym-goers to commuters powering through long days.

Across all three Southeast Asian markets, 100PLUS is rolling out touchpoints that blend physical challenges with on-ground trial, mirroring the show’s competitive ethos.

In Thailand, consumers can take part in a TikTok strength challenge for prizes, while selected Bangkok gyms will host live challenge stations. The launch of 100PLUS PRO in the market also comes with a special promotional price of TH฿33 at participating retailers.

Malaysia’s campaign includes a squat-based leaderboard challenge hosted on a dedicated microsite. In-store promotions offer shoppers the chance to win dual gym memberships or exclusive merchandise with bundle purchases. A mobile fitness truck will also tour Klang Valley from mid-November, while participating Fitness First and Celebrity Fitness outlets will host on-ground “Unlock Your 100” challenges.

Leong Wai Yin, marketing director of Fraser & Neave Holdings, said Physical: Asia mirrors the spirit Malaysians bring to sport and fitness. “In Malaysia, 100PLUS has long been part of our everyday active lifestyles — from school sports days to national-level competitions. 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” she said.

In Singapore, special-edition merchandise such as a limited-edition 2.2L dumbbell bottle and premium fitness towels will be available through retail and eCommerce promotions. The brand will also expand 100PLUS PRO’s availability through vending machines across more than 180 gyms islandwide, including Anytime Fitness, with bottles priced at S$2.95.

By combining hydration, functional benefits, and the cultural energy of Netflix’s newest regional hit, the campaign brings the show’s high-energy physical challenge format into real-world touchpoints such as gyms and fitness hubs, where consumers are already active. Translating the show’s competitive spirit into interactive “Unlock Your 100” challenges, 100PLUS directly engages fitness enthusiasts, letting them test their strength, push their limits, and join the hype in their everyday workout routines.

100PLUS has been actively expanding its partnerships and collaborations in Malaysia in recent months. In September, the brand teamed up with Mobile Legends: Bang Bang (MLBB) for its "Zero to Legend" campaign, bringing a special MLBB eSports challenge to select campuses and connecting with youth consumers where they spend their time. Earlier this year, 100PLUS Malaysia also launched its "Hydration Hour" social series, featuring Jin Lim (@JinnyBoyTV) taking on various challenges alongside content creators, artists, and athletes—powered, of course, by 100PLUS.

Meanwhile, in Singapore, the brand ran its 100PLUS Gen Z(ero) Zone roadshow to celebrate the launch of its Peach Perfect flavour. The campaign brought outdoor pop-ups, life-size 100PLUS bottles, and exclusive lifestyle merchandise directly to the streets, engaging Singaporeans in a fun, hands-on way. Additionally, 100PLUS sponsored "Team100PLUS" to compete in the Hyrox event in July, further cementing its presence among fitness enthusiasts and active communities in the city-state.

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