Spritzer Sparkling: Ramadan Raya 2026 Media Campaign

For Ramadan and Raya 2026, iCookAsia took Spritzer Sparkling out of the glass and into the Raya kitchen. Under the theme Serikan Raya, Sparkling-kan Suasana!, five food KOLs and three iCookAsia recipe videos showed how a splash of sparkling water lifts festive favourites, delivering 3.69 million video views and 71,342 engagements across the season.

Campaign Overview

• Client: Spritzer Malaysia, Spritzer Sparkling (1000ml)
• Campaign Period: 21 February – 30 March 2026 (Ramadan & Hari Raya)
• Total Number of KOLs: 5 food KOLs (@dapoq_pdot, @_thecookwife_, @didapuryana, @sunflower_october and @yellowbeanie) with 3.2M+ combined followers across TikTok and Instagram
• iCookAsia Recipe Videos: 3 in-house videos, each pairing a festive dish with a sparkling drink: Cucur Udang Crispy Sparkling with Teh Bunga Longan Sparkling, Rendang Tok Melting Sparkling with Limau Selasih Pudina Sparkling, and Roti Jala Sparkling with Kari Ayam
• Channels: iCookAsia website, Facebook, Instagram and TikTok, plus KOL TikTok and Instagram
• Partnership: Our fourth consecutive Ramadan Raya campaign for Spritzer Sparkling, following 2023, 2024 and 2025

Strategic Objective

Show Malaysian home cooks that Spritzer Sparkling belongs in the Raya kitchen, not just on the table.

• Product education: Demonstrate Spritzer Sparkling as an ingredient in festive cooking and drinks, from crispier batter to more tender rendang.
• Festive relevance: Make the product part of the Ramadan and Raya moment through family, celebration and open-house dishes.
• Awareness and engagement at scale: Deliver against client KPIs of 1.9M video views, 3.5M reach and 55,000 engagements.

Execution & Collaboration Strategy

We built the campaign on Spritzer’s five hero recipes and a pairing rule: every dish came with a sparkling drink.

• Hero recipe menu: Spritzer provided five Raya hero recipes, three dishes and two drinks. iCookAsia and the KOLs each brought their own take to the menu: 3 videos from our kitchen and 5 from the creators. Pairing each dish with a drink kept Spritzer Sparkling visible across the whole meal.
• Creator freedom, brand guardrails: KOLs created in their own style and voice, in Bahasa Malaysia, as roughly one-minute vertical videos. The brief set clear rules: product clearly visible with the label to camera, a natural soft-sell mention, and no competitor brands in frame.
• Approval workflow: Each KOL submitted a storyline for client approval before shooting, then a first draft for review before posting. This kept five creators on-message without slowing the festive timeline.
• Collab posting: Every KOL video went live on TikTok and Instagram Reels, plus Stories, as a collab post with @spritzersparklingmy, so views built on both the creator’s and the brand’s pages.
• iCookAsia media network: Our three in-house recipe videos ran across the iCookAsia website, Facebook, Instagram and TikTok, with Instagram Stories in support.
• Timed to the season: KOL videos went live 6–14 March, mid-Ramadan, with iCookAsia’s recipe videos following 16–18 March in the final days before Raya on 21 March.

iCookAsia Recipe Videos

Final Performance Results

The campaign nearly doubled its video view target and beat its engagement target by almost 30%.

• Total Video Views: 3,696,717, against a 1.9M KPI (+94.6%)
• Total Reach: 3,486,026, 99.6% of the 3.5M target
• Total Engagement: 71,342, against a 55,000 KPI (+29.7%)
• Average Engagement Rate: 2.05% (engagement ÷ reach)
• Standout Performer: @dapoq_pdot, with 997,408 views and 784,166 people reached, about 27% of all campaign views on his own

Key Decision Points

• From mixer to ingredient: Earlier Spritzer campaigns positioned Sparkling as a festive drink mixer. In 2026 we moved it into the cooking itself, using food recipes like cucur, rendang and roti jala to open a new usage occasion.
• Dish-and-drink pairing: Pairing every dish with a sparkling drink meant each video showed the product twice, in the pot and in the glass.
• More creative freedom for KOLs: Building on learnings from previous Spritzer campaigns, we gave creators room to tell the story their own way, with approval gates protecting the brand message. The result felt native to each creator’s feed rather than scripted.
• Owned media as a core pillar: Running our own recipe videos alongside KOL content let iCookAsia’s media network carry the education piece, and it produced most of the campaign’s engagement.