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Spritzer MY brings back 'Air love cuti-cuti' travel series ahead of VM2026

Spritzer MY brings back 'Air love cuti-cuti' travel series ahead of VM2026

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As Malaysia builds momentum toward Visit Malaysia Year 2026, Spritzer is tapping into the travel revival with the return of its nationwide campaign, "Air love cuti-cuti: Jom healing!", a refreshed version of its 2024 initiative.

The campaign title is a clever wordplay that combines air (Malay for water) with cuti-cuti (a colloquial term for holiday), and now includes jom healing, a phrase popularly used to describe rest, rejuvenation, and emotional reset through travel.

With this campaign, Spritzer positions itself not just as a hydration brand, but as a wellness and lifestyle companion for a new generation of Malaysian travellers seeking meaningful escapes rooted in nature, culture, and balance. To ignite what it calls a “healing travel” movement, Spritzer is leaning on a mix of content creation, on-ground activations, and digital storytelling that encourages Malaysians to reconnect with local culture and nature.

Don't miss: Spritzer picks new media agency

The "Air love cuti-cuti: Jom healing!" campaign, developed in partnership with Universal McCann (UM) and Mediabrands Content Studio (MBCS), brings together branded entertainment, immersive installations, and social media engagement in an integrated push to reach Malaysians aged 20–40, a group Spritzer says is increasingly turning to travel as a form of mental reset and self-discovery.

Spritzer Group's CEO Kenny Lim told A+M that the campaign reflects shifting consumer mindsets and wider government goals. “We are witnessing a dynamic shift in travel behavior,” Lim said. “Domestic tourism in Malaysia saw a remarkable 21.7% increase in 2024, with 260 million visitors contributing RM107 billion in revenue. This growth reflects a deeper connection with our heritage and local landscapes among Malaysians.”

With "Air love cuti-cuti: Jom healing!", the brand is tapping into this momentum by offering Malaysians a reason to explore their own country through refreshing content and curated experiences. “Our campaign has a clear and ambitious goal. We want to drive excitement among travellers and encourage more people to explore Malaysia from now until 2026,” Lim added.


Spritzer’s flagship content piece is a six-episode original web series titled "Jom healing!", airing on Viu from 27 June to 14 July. Featuring local influencers such as Adriana Adnan and Sean Lee, alongside Fakhrul Aizat, Dee Alimin and Jaslin Puasa, the show highlights lesser-known but breathtaking domestic destinations from misty hills in Sungai Lembing to heritage towns, firefly kayaking tours, island hopping adventures and traditional craft workshops.

Each episode not only promotes travel but reinforces Spritzer’s brand ethos around wellness, environmental consciousness, and cultural appreciation. The show is built to inspire digital engagement, with viewers encouraged to share their own “healing journeys” on social media under the hashtags #JomHealing and #AirLoveCutiCuti.

Beyond the screen, Spritzer’s campaign also includes a public art installation titled Tarian Bayang (Shadow Dance), set up at Central Market, Kuala Lumpur. Created in collaboration with artists Oscar Lee and Celine Tan of Co2_Karbondioksida, the piece is constructed from upcycled plastic bottles and plays with sunlight and shadow to form intricate, batik-like patterns on the ground.

The installation serves a dual function, as a celebration of Malaysia’s natural beauty and cultural heritage, and as a visual reminder of the environmental impact of consumption.

The general Malaysian public have also been invited to participate in a "Jom healing!" contest running from 23 June to 20 July, for a chance to win travel vouchers worth RM20,000 in total, by sharing their best travel moments with Spritzer's mineral water or sparkling water on Instagram or TikTok. Participants are also required to share why that was their ultimate travel "healing" moment in the post's caption. 

Spritzer’s campaign runs in lockstep with the Ministry of Tourism, Arts and Culture (MOTAC)’s domestic tourism push, aligning brand goals with national priorities. As Lim said: “By choosing to travel locally, Malaysians support local businesses from boutique hotels and restaurants to artisans and tour guides, fostering sustainable job creation and equitable economic growth nationwide.”

“We’re building a brand that cares deeply about well-being, health, and the richness of local experiences,” Lim said. “This is a journey we are excited to embark on together, and we are thrilled to play an active role in shaping the future of tourism in Malaysia.”

In 2024, Spritzer Malaysia launched its first "Air love cuti-cuti'' campaign, featuring its brand ambassadors, Syafiq Kyle and Koe Yeet, in a six-episode travel vlog series sharing their travel experiences as they uncover the beauty and hidden gems of the different states of Malaysia, all accompanied by Spritzer as their travel hydration companion. The campaign was created by creative agency FCB SHOUT.

Earlier in January this year, the bottled water manufacturer appointed Universal McCann (UM) as its media agency. UM's remit was set to encompass all media duties including strategy, planning, buying, research, as well as data and analytics for the brand. According to Spritzer's head of marketing Shiao Chan, UM was picked for its exceptional creative thinking and innovation.

Related articles:
Spritzer MY taps Syafiq Kyle and Koe Yeet for travel vlog series 
Visit Malaysia 2026 campaign stirs up controversy around places featured and mascot origin
Spritzer Malaysia quenches thirst for creative strategy with FCB

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