100PLUS Global: A New Digital Home for a Region-Defining Brand

100PLUS is F&N's isotonic sports drink brand, launched in 1983 and named to commemorate F&N's 100th anniversary. It's grown into one of Southeast Asia's leading isotonic drinks, with a presence across Malaysia, Singapore, and beyond. 100PLUS already had brand sites for individual markets, including Malaysia and Singapore on WordPress, but no unified global site. Sweetmag built 100PLUS's first global brand site on Payload CMS.

Client

100Plus Global

Industry

  • FMCG & Consumer Goods

Services

  • Discovery & Consulting
  • Ecommerce & Web Development
  • Managed Services

Highlights

  • Consolidated fragmented, market-specific sites into 100PLUS's first-ever global brand presence
  • Unified brand story and identity across markets, addressing dilution caused by localised regional sites
  • Strengthened SEO focus by replacing multiple regional sites with one consolidated global site
  • Upgraded from WordPress to Payload CMS for a more modern, flexible tech stack
    Introduced interactive brand elements, including quizzes and statistics, to re-engage long-time consumers

Challenge

With each market running its own localised site, including Malaysia and Singapore on WordPress, 100PLUS's brand presence was fragmented by design. Every regional site displayed its own localised content, which meant the brand's original story and identity got diluted across markets rather than reinforced. It also made SEO genuinely difficult to focus, with no single global site to consolidate authority and search visibility, 100PLUS's digital presence was working against itself rather than for the brand as a whole. Beyond the strategic problem, the WordPress-based regional sites also limited how far the brand could push interactive, modern brand experiences.

Goal

Build 100PLUS's first global brand site, consolidating a fragmented, market-by-market presence into one unified identity that reinforces the brand's original story, strengthens SEO focus, and replaces the limitations of the previous WordPress sites with a more modern, flexible tech stack.

Solution

Sweetmag built 100PLUS's global brand site on Payload CMS, unifying the brand's identity across markets while giving readers new ways to engage with the brand.

A Unified Global Brand Presence

Sweetmag consolidated what had been separate, market-specific sites, including Malaysia and Singapore, into a single global site, restoring a consistent brand story and identity across markets and giving 100PLUS's SEO efforts a unified foundation to build on instead of fighting fragmentation across multiple domains.

Modern Tech Stack Upgrade

Sweetmag migrated 100PLUS from WordPress to Payload CMS, a meaningful step forward in flexibility and performance compared to the market-specific WordPress sites the brand had been running on.

Interactive Brand Storytelling

Rather than a static brand page, the new site incorporates interactive elements like quizzes and statistics, giving readers new ways to engage with and rediscover a drink that's become part of everyday life across the region for over 40 years.

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