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100Plus pits Singapore’s ‘Alphas’ against each other in fitness reality series from SGAG

Singapore’s indigenous hydration drink 100Plus is co-launching a fitness reality series called ‘Battle Of The Alphas’ with content firm SGAG’s  YouTube based video channel Nubbad TV.

The show which features extensive branding of 100Plus will track the exploits of four ‘alphas’ – physically fit young men including SGAG’s Xiao Ming pitting themselves in challenges that take them out of their comfort zone.

The show launches on October 29 with its first three episodes, with subsequent episodes every week.

A note from SGAG said: “With a dash of Nubbad TV’s funny bone in the mix, BOTA’s unconventional physical challenges fall right in line with 100PLUS’s spirit and commitment to ‘Outdo Yourself’. The brand celebrates Singaporean athletes (and non-athletes) who are willing to push their limits, embracing new challenges and getting out of their comfort zones, all whilst staying hydrated. 

“100PLUS has been partnering closely with SGAG for two years, with each campaign showing great success in driving brand recall among youths and also engaging them in the digital space. 

With BOTA coming in as a fresh concept that SGAG is delving into, this partnership could not be more timely for both brands to collaborate and uplift each other.” 

The show ties into the ‘Hydrates Better Than Water’ campaign for 100Plus, a beverage that was launched in 1983 to mark its manufacturer F&N’s 100th anniversary.

Speaking to Mumbrella about the show, SGAG co-founder Xiao Ming said: “Battle of the Alphas was born out of the success we’ve had with our previous reality show, ‘Help Lah’. Through that show, we learnt that our audience love to live vicariously through the experiences of our cast members being put into extremely uncomfortable, challenging and hilarious scenarios, all consumed through the safety of their mobile devices.

“Shows like that are a fun and entertaining escape for Singaporeans, especially those who crave a break from their mundane everyday lives. Battle of the Alphas would definitely have all of that crazy things, plus some extremely fit eye candy.”

A spokesperson for 100Plus said: “WE have been partnering partnering closely with SGAG for about two years. Ever since, our various campaigns have shown great success in driving brand recall among youth and also engaging them in the digital space.

“BOTA is a new concept that SGAG is trying out, and it is exactly what 100Plus has been representing for the past 36 years – sports. We thought this is the best time for us to collaboratively bring both brands to the next level.

“The spirit and objectives of BOTA align with 100PLUS’ commitment –  embracing new challenges and always outdoing ourselves.”

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