THE SHOUT GROUP and Tropicana Twister Scale Up ‘Multiply the Goodness’ for Ramadan and Raya

This Ramadan and Raya, THE SHOUT GROUP and Tropicana Twister are bringing back their award-winning ‘Multiply the Goodness’ campaign – bigger and better, continuing a purpose-led festive platform that began last year and proved that meaningful impact can extend well beyond the season itself.

Following the success of last year’s campaign which rallied Malaysians to turn everyday acts of kindness into real-world change, ‘Multiply the Goodness’ returns with a focus on bigger impact that can last beyond the festive season. This year, the platform is centered on Tropicana Twister’s collaboration with Epic Homes through Project 100, an initiative supporting the building of safe homes for underprivileged families, including Orang Asli communities across Malaysia.

Developed as a long-term platform for good rather than a one-off festive idea, ‘Multiply the Goodness’ was conceived to evolve year on year, growing in scale, participation, and impact. Where last year established the idea of collective goodness, this year’s execution builds on that momentum by compounding goodness into lasting impact, translating goodwill into infrastructure that supports everyday living, with not only homes and shelter but also access to clean, reliable water through basic piping systems, to safe spaces where children can grow, learn, and play.

“At the core of ‘Multiply the Goodness’ is the belief that small actions, when multiplied, can create lasting change,” said Syahriza Badron, Managing Director of THE SHOUT GROUP. “After seeing how strongly people responded last year, the challenge was to take the platform further, moving from moments of giving to outcomes that communities can rely on for years to come.”

“This year’s campaign builds on the momentum of ‘Multiply the Goodness’ by deepening our focus on meaningful, lasting impact,” said Jennifer Lee, Head of Marketing at PepsiCo. “Guided by pep+, our strategic framework to drive positive action for people and the planet, we are partnering with Epic Homes to support initiatives that go beyond immediate relief — helping families gain stability, dignity and a place they can truly call home.”

To bring this thinking to life, the campaign once again invites public participation through a digital chatbot-led activation, allowing everyday Malaysians to play a role in multiplying impact. Through simple, meaningful actions, individuals become part of a people-powered movement, reinforcing the idea that goodness grows when shared, and that collective effort can lead to outcomes far bigger than any single contribution.

By addressing both shelter and essential living needs within one initiative, ‘Multiply the Goodness’ reframes festive giving as something enduring rather than temporary. It reflects Tropicana Twister’s commitment to designing campaigns where purpose is not just communicated but embedded into how ideas are executed and experienced. Last year’s edition picked up numerous marketing awards at the APPIES, Marketing Excellence Awards and at the Dragons of Asia in which it was shortlisted for the Best of Show.

As ‘Multiply the Goodness’ continues to evolve, Tropicana Twister demonstrates how festive platforms can go beyond celebration, creating change that communities can build on long after Ramadan and Raya have passed. For more information on how to participate, visit Facebook page @MYTropicana.

Credits
PepsiCo Malaysia
Head of Marketing: Jennifer Lee
Head of NCB: Thomas Chin

THE SHOUT GROUP (FCB SHOUT)
Co-owners: Shaun Tay & Ong Shi Ping
Managing Director: Syahriza Badron
Executive Creative Director: Wang Ie Tjer
Creative Director: James Voon
Associate Creative Director: Chung Ru Zen
Senior Designer: Fadhli Aduan
Senior Copywriter: Amanda Wong
BM Copywriter: Zaffira Zakuan
Group Business Director: Loong Sheng Mae
Senior Brand Director: Timothy Teh
Brand Manager: Nadhira Murad

Production House: KDCo
Managing Director, Executive Producer: Effendy Harjoh
Partner/Head of Operations, Executive Producer: Nor Syamimi Ali
Director: Saifful Shah
Producer: Suraya & Nurul Syazwani

Post Production
Offline: Max Studio
Grading: Meccanica Efx
Online: Blaze Studio
Offline Editors: Max
Online editors: Moon Ching
Online Colourist: Jing

Audio: Crosstown Connection
Sound Engineer – Anand

Chatbot: TELL Integrated
Chatbot Architects: Johan Nordin, Joshua Vinesh Rao, Nurul Amri Ahmad Hasir, Ida Zainol