Vida Malaysia, the producer of the Vida range of sparkling beverages and yogurt drinks, has recruited Khairy Jamaluddin (popularly known as KJ), former Minister of Health of Malaysia and now a famous radio presenter and podcaster, to promote its sugar-free sparkling beverages VIDA Zero for Ramadan and Raya.
Khairy’s Keluar Sekejap, a weekly Malaysian political podcast hosted by Khairy himself and Shahril Hamdan, has a strong following with over 300,000 subscribers.
Vida Malaysia’s marketing team knows the nation’s pulse, which is reflected by its choice of presenters. The brand is known for sponsoring KOLs to produce Chinese New Year songs.
Vida is using Khairy to promote the concept of Salam Kosong-Kosong to highlight the message that Vida Zero has zero (kosong) sugar, calorie and colouring.
