The Brief
Cooltopia's cooling water is a herbal drink — water infused with herbs — rooted in Chinese tradition, where “cooling water” is believed to reduce “heatiness” and help keep the body cool and well. It's widely bought by Chinese Malaysians, but far less known among other communities. So the real brief was about broadening that audience — taking a product with deep roots in one community to a much wider one — and Ramadan turned out to be the perfect moment to do it.
The Approach
The timing insight drove everything. During Ramadan, Malaysian Muslims fast through long, hot days without water and can easily become dehydrated — and in Malaysia's heat, that carries a real risk of feeling unwell. A cooling water is almost tailor‑made for that need: something to quench thirst and help the body stay cool when breaking fast. So rather than generic hydration messaging, SushiVid worked with 20 influencers to position the product squarely within the Ramadan routine, presenting it to a fasting audience at exactly the moment its benefit is most felt.
The Execution
Creators wove the cooling water into the genuine rhythm of a fasting day — the relief of buka puasa, staying cool and refreshed through the heat — framing a traditionally Chinese remedy in a way that spoke directly to a Malay‑Muslim audience's real, seasonal need. Anchoring the message to that specific moment made an unfamiliar product feel immediately relevant.
The Results
The Ramadan‑tied campaign reached 1 million people and generated 44,329 views, beating the brand's 2% engagement benchmark — and, more importantly, put a product with a strong but narrow following in front of a new community at the moment it mattered most.
The Takeaway
A product loved by one community can find a whole new audience when it's tied to a genuine, shared need. Cooltopia's cooling water was well known among Chinese Malaysians; framing it around the hot, dehydrating days of Ramadan made it just as relevant to a fasting Muslim audience. The lesson: to cross cultural lines, don't translate the message — find the real moment where the product genuinely helps, and meet people there.