100PLUS goes for Gold at the 28th SEA Games

This case study demonstrates how 100PLUS, Singapore's No 1 isotonic sports drink and an official partner for the Southeast Asian Games 2015, established the brand's association with this major event, building brand equity and driving sales at the same time.

100PLUS goes for Gold at the 28th SEA Games

Rohan Mann

Executive Summary

100PLUS, Singapore's No. 1 isotonic sports drink, was an official partner for the Southeast Asian Games 2015. Our objective was to strongly establish the brand's association with the mega-event to build brand equity and drive sales during this period.

As 2015 was also Singapore's 50th year of independence, our social strategy was to leverage the sense of national pride and create a platform for Singaporeans to follow, support and celebrate the athletes.

Our social engagement plan was based on a three-pronged approach: product-led, athlete-led and...

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