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est celebrates the success of the ‘Born to Be Awesome’ campaign, driving a 22.6% increase in sales growth

By
Tan Heng Hong
-

Continuing its positive influence with a music campaign to win the hearts of Gen Z

Tuesday 10 October 2023  – est is proud to announce the remarkable success of its rebranding for the first time in a decade through the “Born to Be Awesome” campaign for est Cola. This achievement emphasizes their commitment to strengthen the brand and leverage innovative music marketing strategies to engage with the Gen Z audience.

Collaborating with renowned music partners, “ATime” and “GMM Show,” est is thrilled to present two exciting music events across various genres, providing a platform for Gen Z music enthusiasts to come together and express their unique identities.

Included in this initiative is the revival of the iconic music competition, ‘est Cola Presents Hotwave Music Awards 2023,’ and continued support for Bangkok’s premier music festival, ‘est Cola Presents Monster Music Festival 2023’, together with the simultaneous launch of the ‘est Cola Unleash Your Monster’ campaign, complemented by a wide range of 360-degree marketing activities available both online and on-ground.

Additionally, est is excited to introduce the est Cola Awesome Monster can packaging, featuring captivating designs inspired by the eight monster characters from the Monster Music Festival. These special edition designs will be a delightful addition to any est Cola fan’s collection and will be exclusively available from October to December 2023, along with a range of premium items.

Ms. Suporn Denpaisarn, Director of the Marketing Office for the Non-Alcoholic Beverages Business Line at Thai Drinks Co., Ltd. in Thailand, said, “After est underwent its most significant rebranding effort in a decade with the ‘Born to Be Awesome’ campaign for est Cola to establish brand distinctiveness by refining the formula, enhancing the visual identity, and introducing icons that symbolize the new generation of Asia, including ‘Cha Eun Woo,’ ‘Bowkylion,’ ‘Yes Indeed,’ and the ‘3 New Generation Volleyball Players,’ we can confirm that est has achieved remarkable success in just six months. The brand has successfully captured the hearts of Gen Z teenagers and the overall Thai public. Worth noting is that an impressive 91% of 100,000 respondents liked the new est Cola formula. This sentiment aligns with Nielsen IQ data, which indicates that est recorded its highest sales growth of 22.6% from September 2022 to August 2023. As a result, the company’s market share has reached 9.1% as of August 2023, as per Nielsen IQ’s quantitative market share data.

est Cola continues to build on this awesome success while supporting the passion of the young generation by undertaking a strategic collaboration with two music-focused partners, ‘ATime’ the forefront music competitions in Thailand and ‘GMM Show,’ the leading music event organizers in Thailand, promising to provide Gen Z a dynamic platform to showcase their talent and courage. This exciting endeavor will culminate in the much-anticipated ‘est Cola Presents Hotwave Music Awards 2023,’ a legendary high school band competition. The winner will have an exclusive opportunity to participate in the grand ‘est Cola Presents Monster Music Festival 2023’ right in the heart of Bangkok, together with leading artists covering a range of music genres, offering a truly unforgettable and awesome experience. Simultaneously, we are introducing the all-new est Cola Awesome Monster can packaging, featuring captivating designs and showcasing all eight iconic monster characters from the Monster Music Festival, which will be available in PET bottles and cans for est fans to collect. Additionally, the collection includes a wide range of premium items that will be valued by enthusiasts of the est Cola Monster edition.”

‘est Cola Presents the Hotwave Music Awards 2023’ is an event that aims to discover and celebrate the finest high school bands in the country. Joining hands with “ATime” to organize the stage for Gen Z, providing them with a unique opportunity to showcase their musical talent while inspiring a deep passion for music among their peers nationwide. est Cola’s unwavering support for the Hotwave Music Awards, a legendary high school band competition, spans over 27 years, and has witnessed the emergence of numerous renowned artists.

Additionally, est Cola is dedicated to supporting young musical talent by organizing the Awesome Stage roadshow, which traverses all four regions of the country, empowering young people with a burning passion for music to express their artistic abilities in their distinctive styles. The Awesome Stage roadshow also offers a platform to share invaluable knowledge, advice, techniques, and musical contest experiences provided by industry experts and seasoned artists who have previously achieved success on the Hotwave Music Awards stage. Iconic figures such as Hack-Clash, Pid-Bodyslam, Metee-Labanoon, and Aof Big Ass, among others, will inspire and guide the next generation of musical talent.

Gen Z will have the exciting opportunity to cast their votes for their favorite Awesome Band. The semi-finals and finals round will take place on November 5 and 11, 2023 at Blue Square, Siam Square. The winning band will not only receive a cash prize of 100,000 baht but will also be given an extraordinary opportunity by est Cola, including the chance to release a single and accompanying music video, as well as the chance to showcase their awesome talent at the best music festival in the heart of Bangkok, ‘est Cola Presents Monster Music Festival 2023.’

est Cola is unleashing monsters to fizz the city, believing that each person harbors their very own unique monster within. In a dynamic collaboration, est is teaming up with “GMM Show” to boost the ‘est Cola Presents Monster Music Festival 2023’ and the simultaneous launch of the ‘est Cola Unleash Your Monster’ campaign, aimed at amplifying the ‘awesome’ factor. Together, they will harness the power of the Monster characters from the Monster Music Festival to create immersive marketing experiences. These initiatives provide Gen Z with a platform to unlock their passions, comprising:

  • The introduction of est Cola Awesome Monster packaging – remarkable new designs that showcase eight captivating monster characters on PET bottles and cans of all sizes, tailor-made to devoted est Cola enthusiasts eager to start their monster collection, along with a range of premium items in the special est Cola Monster edition collection, only from October to December 2023 only.
  • The new ‘est Cola – Unleash Your Monster’ advertising film tells the story of passionate and awesome Gen Z teenagers eagerly awaiting the moment to unleash their inner potential. Upon sipping est Cola’s Awesome Monster, their excitement explodes, inspiring them to awaken their hidden monsters and encourage fellow Gen Z individuals to join in, unleashing their unique monsters from within.
  • The ‘Unleash Your Monster’ online experience welcomes everyone to uncover their personal monster. Simply scan the QR Code found on the side of est Cola’s Awesome Monster edition can. Complete a quiz to unveil the hidden monster within, and your results will be presented as a card showcasing an array of over 50 distinctive monster designs. Plus, don’t miss the chance to win one of over 100 tickets to the est Cola Presents Monster Music Festival 2023.
  • The on-ground event will magically transform the ‘est Cola Giant Wall Wrap’ near MBK in Siam Square into a bustling monster metropolis. This colossal 165-meter gaming wall is an open invitation for Gen Z participants to embark on an exciting hunt for Awesome Monster-themed cans and a chance to win one of over 670 exclusive prizes each week. Meanwhile, est Cola will send their group of monsters aboard the Monster Bus, venturing into popular youth hangout spots across the country.
  • The impactful ‘3D OOH Media’ showcases a lively assembly of est Cola Awesome Monster cans, breaking through the building’s unconventional 3D screen design with the highest and largest display situated within the So Bangkok hotel, projecting an aura of fun and excitement that captures the attention of spectators.
  • Last but not least is the grandest music festival in the heart of Bangkok: est Cola Presents the Monster Music Festival 2023, set to take place from November 25-26, 2023 at the National Stadium and Thephasadin Stadium. Among the highlights is the awesome ‘est Stage,’ offering Gen Z a platform to showcase their musical talent. Stay tuned for further updates on est’s official Facebook page.

Rinbee Makado Sticks featuring Potato Corner signature flavours

By
Tan Heng Hong
-

Thai Liwayway Food Industries (TLFI), the makers of Rinbee Makado Sticks, has collaborated with Potato Corner Thailand to launch a new limited edition range of snacks featuring the signature flavours from Potato Corner. The snacks come in three flavours: truffles, cheese, and sour cream & onion.

The collaboration is a unique one, as it brings together two leading brands from different industries. Rinbee Makado Sticks is a popular snack, while Potato Corner is known for its flavoured french fries.

Teddy Bear-Style Desserts by 7-Eleven in collaboration with PABLO

By
Tan Heng Hong
-

Consumers in Singapore can now eat with their eyes with the adorable Teddy Bear-Style Desserts by 7-Eleven in collaboration with PABLO, the popular bakery brand from Osaka, Japan. The desserts are available in the following flavours: Teddy Bear-Style Mango Cheese Mousse Cake, Mango & Coconut Mousse Cake, Yuzu Mousse Cake, and Raspberry Chocolate Cake.

Save 8% when you buy any 2 for just SGD9. This sweet promotion is available until 31 October 2023.

Strepsils Max Pro Lozenges specially formulated to relief inflamed sore throats

By
Tan Heng Hong
-

Strepsils Max Pro Lozenges* are now available in Singapore. Strepsils Max Pro lozenges are specially formulated with anti-inflammatory properties to provide soothing relief from inflamed sore throats.

The lozenges contain 8.75mg of Flurbiprofen.

Adults and Children over 12 years: Dissolve one lozenge slowly in the mouth every three to six hours or as required. Do not take more than 5 lozenges in 24 hours. If symptoms persist, consult your doctor. Duration of therapy should be limited to a maximum of 3 days.

*Only available in selected 7-Eleven stores in Singapore: https://adobe.ly/46kDw2C

ChaTraMue and Plantae offer Plant Based Protein Shake

By
Tan Heng Hong
-

Thai milk tea brand ChaTraMue has collaborated with the Thai plant-based protein brand Plantae to launch Plant Based Protein Shake. The protein shake is available in cocoa and Thai tea flavours each priced at THB 95 and is loaded with 20 grams of protein per cup. The drink has added smoothness with oat milk. It is free from sugar, creamer and sweetened condensed milk.

We have seen high protein milk tea in packaged format but this is truly a collaboration between the leading names in milk tea and plant-based protein in the foodservice channel.

New Clorets Watermelon Freeze with a 20-minute long lasting cooling sensation

By
Tan Heng Hong
-

In Thailand, Mondelēz International has launched Clorets sugar-free mints with a 20-minute long lasting cooling sensation. The range includes Clorets Watermelon Freeze (Watermelon and Menthol Flavoured Sugar-Free Tablets).

 

Coca-Cola Malaysia Promotes Circular Economy with Key Partners

By
Tan Heng Hong
-
From left to right: Siobhan Das (AMCHAM), Kirsten van Zandwijk (The Coca-Cola Company), Nik Nazmi bin Nik Ahmad (Minister of Natural Resources, Environment and Climate Change), Khairul Anwar Ab. Gahani (Coca-Cola Bottlers Malaysia), and Roberto Benetello (MAREA), served as keynote speakers for Coca-Cola Malaysia’s AMCHAM Spotlight Session to drive circular economy in Malaysia.

KUALA LUMPUR, 11 OCTOBER 2023 – Coca-Cola Malaysia, in association with the American Malaysian Chamber Of Commerce (AMCHAM Malaysia), hosted a special AMCHAM Spotlight Session titled “Our Future, Our Choice – Sustainability Forum.” The forum focused on accelerating the transition to circularity for plastic packaging in Malaysia.

The event was honoured by the presence of the Minister of Natural Resources, Environment, and Climate Change, Nik Nazmi bin Nik Ahmad. It also received significant backing from the key partner, the Malaysian Recycling Alliance (MAREA). This collaboration underlines a shared commitment towards environmental sustainability.

The Coca-Cola Malaysia’s AMCHAM Spotlight Session was joined by the Minister of Natural Resources, Environment, and Climate Change, Nik Nazmi bin Nik Ahmad, as one of the keynote speakers, who discussed the importance of collaboration on the journey towards a circular economy.

“Our shift towards a circular economy is not just a policy initiative; it’s a systemic move towards resilience, sustainability, and a brighter future. Our commitment, as reflected in our national policies, signifies our determination to efficiently use resources, reduce waste, and minimise environmental impact. It’s a shared responsibility, and initiatives like Coca-Cola’s dedication to innovative packaging solutions play a vital role in supporting our journey towards a circular economy,” said Nik Nazmi bin Nik Ahmad, Minister of Natural Resources, Environment and Climate Change.

While plastic has become an integral part of modern society, the proportion of plastic waste not properly managed in Malaysia is a cause for concern. With data showing that just 24% of plastics introduced into the Malaysian market were recycled in 2019, Coca-Cola Malaysia acknowledges the pressing need to tackle the issue of plastic waste.

Kirsten van Zandwijk, Sustainability & Partnerships Director, ASEAN & South Pacific, The Coca-Cola Company served as one of the keynote speakers who shared on The Coca-Cola Company’s World Without Vision to help build a circular economy in the country

“At Coca-Cola, we recognize the urgency and complexity of the plastic waste challenge in Malaysia. No single entity can overcome this challenge alone. Inspired by the circular economy model, we constantly leverage resources to eliminate waste and tackle climate problems caused by packaging. Our ‘World Without Waste’ initiative embodies this dedication, driving global sustainable packaging efforts aiming for recyclability and a sustainable environment,” said Kirsten van Zandwijk, Sustainability & Partnerships Director, ASEAN & South Pacific, The Coca-Cola Company.

Khairul Anwar Ab. Gahani, Public Affairs, Communications & Sustainability Director, Malaysia-Singapore-Brunei, Coca-Cola Bottlers Malaysia served as one of the keynote speakers who shared on the local collection and recycling activation that help drives circular economy in the nation

Khairul Anwar Ab. Gahani, Public Affairs, Communications & Sustainability Director, Malaysia-Singapore-Brunei, Coca-Cola Bottlers Malaysia concurred that collaboration and a circular economy are vital to Coca-Cola’s commitment. All their packaging, including cans and PET bottles, is fully recyclable. “Utilising recyclable materials in our packaging is another step towards reducing environmental footprint,” he said.

Coca-Cola Malaysia actively works with various NGOs, such as the Malaysian Nature Society and Waste Management Association of Malaysia, to promote responsible waste management and recycling. They also collaborate with esteemed organisations like SWM Environment Sdn Bhd, Muslim Aid, Forest Research Institute Malaysia, MareCet Malaysia, Global Environment Centre, Reef Check, The Ocean Cleanup, and selected universities.

Roberto Benetello, the CEO of the Malaysian Recycling Alliance (MAREA)

In his address at the event, Roberto Benetello, the CEO of the Malaysian Recycling Alliance (MAREA), emphasised the organisation’s commitment to driving positive change. He stated, “MAREA, a coalition of prominent industry leaders actively participating in voluntary Extended Producer Responsibility (EPR) initiatives, is dedicated to taking tangible steps to boost recycling rates and minimise packaging leakage into the environment. Our members have made substantial commitments to ensure a significant portion of their packaging materials are recovered and recycled. They are eager to embrace secondary raw materials like rPET and strive to make these materials accessible at equitable prices. MAREA is poised to play a pivotal role in facilitating this transition.”

As a founding member of MAREA, Coca-Cola Malaysia attaches high importance to establishing strong collaborations with stakeholders, government bodies, industry colleagues, and local organisations. “We’re deeply committed to leading strategic alliances with key parties. Collaboratively, we’re paving the way in collection and recycling of packaging to support the progression of a circular economy within Malaysia,” relayed Kirsten.

For more information about Coca-Cola Malaysia sustainability initiatives and future announcements, please visit Coca-Cola Malaysia’s Website.

Late-Night Chills and Thrills Await at orchardgateway and The Blue Pocket’s 1960s Singapore-themed Halloween Celebration

By
Tan Heng Hong
-

From 14 to 31 October, orchardgateway, in collaboration with The Blue Pocket, will hold its first-ever Halloween activation. Get ready for an immersive, bone-chilling haunted house, late-night shopping, and special store deals and mall promotions

Singapore, 6 October 2023 — This October, join orchardgateway and The Blue Pocket for a spook-tacular adventure at their inaugural Halloween event – Gateway to Hell: Reliving the Gruesome 60s. From 14 to 31 October, the iconic and vibrant mall will transform into a sinister haunt replete with an immersive haunted house set in 1960s Singapore, which includes a Virtual Reality gaming experience for courageous souls, a photo booth for participants to commemorate their trial, and walk away with a limited edition goodie bags after you’ve braved the terrifying scare maze!

At the Halloween-themed Atrium Fair, shoppers can grab some frightening Halloween merchandise and redeem exciting promotions. Late-night spooks await on 27 and 28 October with special late-night shopping hours and other orchardgateway-exclusive deals up to 50% off!

Gateway to Hell: Reliving the Gruesome 60s – An immersive haunted house set in the 60s

From 14 to 31 October, shoppers are invited to join a unique, 1960s-themed haunted house in a bid to stop a demonic schoolgirl from wreaking havoc in our world. With 6 curated zones, a photo booth and a Virtual Reality room, this first-ever haunted house installation at orchardgateway will bring guests up close and personal with familiar yet unsettling characters of the time and in fantastically detailed settings — albeit in new, spine-chilling iterations — as they venture through to stop the evil spirit. Is your heart prepared for this eerie scare maze?

During the event period, the haunted house experience will be open from 6.30pm – 11.30pm on Mondays to Fridays and 12pm – 11.30pm on Saturdays and Sundays. On the much-anticipated Halloween weekend, 27 and 28 October, the haunted house will offer special extended hours from 12pm all the way till 1am!

The journey begins at the mysterious mama shop that has materialised at the main entrance of orchardgateway. Clues will lead guests to the Lift Lobby A at Level 2 of the mall, where brave adventurers will have nothing but an empty bottle to capture the spirit in — everything else that ensues remains shrouded in mystery.

As the strange occurrences intensify in the lead-up to the Halloween weekend, more physical manifestations of the portal begin to appear. On 14, 15, 20, 21 and 22 October, be sure to watch your back as you travel through the mall as terror-ific scare actors rove around orchardgateway in hunt of their next scare victim!

From 14 to 31 October, shoppers can also commemorate their daring undertaking with a picture at The Tube at Level 3, orchardgateway’s signature photo spot, which has been bewitched and has taken the form of an otherworldly tunnel replete with creepy mood lighting and other spooky decors.

Ticket sales for the haunted house have now begun and can be bought at gatewaytohell.eventbrite.com. Remember – don’t let her catch you!

Late-night shopping and dining deals

On 27 and 28 October, the mall and selected tenants will also extend its opening hours until 1am. Look forward to late-night F&B and entertainment options, and indulge in some late-night shopping till the wee hours – but that’s if you’re not afraid of the lingering souls from the haunted house.

(Left to Right) Deadly Tentacles on Spirals ($25) at Tigress by 82Soho, 10% OFF for all black and orange items at East Eight, Up to 50% OFF selected items exclusively at 6IXTY8IGHT orchardgateway

At Kommune, spend quality time with your friends with lively entertainment options like Korean karaoke, private rooms with PlayStation 5 consoles as well as computer games and board games. Feast on a limited-time Cuts & Cures Halloween menu at Tigress to satiate those hunger pangs, and shop a wide selection of luxury wearables perfect for the season at East Eight with 10% off any black and orange coloured items. Lastly, at 6IXTY8IGHT, enjoy 50% off selected items throughout the Halloween season from 14 to 31 October!

Exclusive orchardgateway promotions and deals

From 14 to 31 October, all shoppers will also stand a chance to win upsized perks with a minimum spend at any orchardgateway store. Shoppers at the Atrium Fair can look out for a chance to win special prizes at the Halloween-themed booth with a spend-and-win lucky dip, and visitors who have braved the haunted house can get a special perk to reward them for their achievement.

All Shoppers

Receive a $10 orchardgateway voucher with a minimum spend of $100 at any orchardgateway store #

Haunted House Ticket Holders

Receive a $10 orchardgateway voucher with a minimum spend of $50 at any orchardgateway store #

#Shopping Perks: Limited to the first 300 ticket holders/shoppers for the entire campaign period. Max. 3 same-day receipts spent at any orchardgateway store, excluding Halloween ticket purchases. Other Terms and Conditions apply.

Halloween Ticket Holder Special

Bundle Deal (From now until 10 Oct)

Buy 4 or more tickets in a single order to enjoy a $10 orchardgateway voucher * each

From 14 Oct

Be the first 300 Halloween Haunted House Ticket holders to flash your Bundle Deal tickets at the concierge to collect a $10 orchardgateway voucher

Aside from 6 curated zones, a photo booth and a Virtual Reality gaming experience in the Haunted House, ticket holders will also get to redeem a goodie bag worth $50! *

*While stocks last. Each Halloween ticket holder has to be present at the Level 4 concierge to flash their ticket for verification of the barcode number. Limited to one voucher per ticket holder.

While you’re shopping to your heart’s content and enjoying these amazing deals offered by the tenants, keep an eye out for the Halloween decorations scattered across the mall – be spooked by the spaces that look eerily similar to the infamous Old Changi Hospital and the sinister witches that will unnerve you right around the corner.

This Halloween season, we look forward to welcoming you to this blood-curdling affair in town. Let the horror quest begin!

Score a Brand-New Ride by Celebrating Apple Day with Somersby!

By
Tan Heng Hong
-

Somersby just got juicier with prizes worth more than RM250,000 up for grabs for cider
lovers this October.

SHAH ALAM, 10 October 2023 – Somersby, the town’s beloved cider, renowned for its iconic apple tree and wide range of fruity flavours, is joyfully celebrating Apple Day in a lively and uplifting manner. With the chance to ride off into the sunset and set out on an exhilarating new journey, this year’s Apple Day celebration is brimming with crates of fruity treasures, offering consumers a vibrant adventure with eight units of Vespa Primavera to be won! Isn’t that wonderful!

Dedicated to celebrating the luscious fruit that brings joy to most, Apple Day, an annual festival held on 21st October, presents the perfect occasion for Somersby to spread positivity and optimism through its extensive flavour repertoire. Recognised for its uplifting disposition and enjoyable and refreshing taste, Somersby remains the top pick for those in search of a delightfully refreshing beverage, where fans can kick back, let loose, and savour all the bountiful rewards Apple Day brings!

“Somersby has always encouraged celebrating life’s moments with a touch of joyful spontaneity, and we believe that our consumers truly embrace that principle. As a brand that continues to innovate through our versatile range of products that connect with youthful energy, we hope that this campaign brings a little extra sunshine and fun into the lives of cider lovers around Malaysia. This is one of the main reasons why we are rewarding consumers the ultimate expression of freedom, a brand-new Vespa Primavera” commented Olga Pulyaeva, Marketing Director of Carlsberg Malaysia.

With only a few weeks left to go until the end of October, consumers are urged to hurry and join the search for their lucky apple. With purchase of any two units of Somersby cider, and a quick upload of the receipt, cider lovers could be cruising away with their share of RM100,000 Touch N’ Go e-wallet credit in their pockets or, be one of the grand prize champions, riding into the sunset on a Vespa Primavera worth an astonishing RM18,300 each. Best of all, everyone gets to win a prize when they dive into the funtastic final month of this incredible promotion, celebrating Apple Day with Somersby!

To learn more about the promotion and participate in this thrilling Apple Day celebration, please visit Somersby’s official promotion website at www.somersbymalaysia.com or follow the Facebook and Instagram pages at https://www.facebook.com/SomersbyMy and
https://www.instagram.com/somersbymy/ for interesting updates.

All promotions and contest are open to non-Muslims aged 21 and above. When celebrating Apple Day with Somersby, remember to #CELEBRATERESPONSIBLY – if you drink, don’t drive!

Buy now on Shopee.

Reckitt hosts first in ASEAN GRIP Summit in Malaysia to reduce healthcare burden

By
Tan Heng Hong
-
The first GRIP Summit in Malaysia convened by Reckitt brought together a group of experts comprising doctors, pharmacists, academics and infectious disease specialists from 13 countries to create awareness through local community impact, that antibiotic resistance is a growing problem in ASEAN

Kuala Lumpur, 11 October 2023 – Reckitt Malaysia, a leading global consumer health and hygiene company, recently convened the inaugural Global Respiratory Infection Partnership (GRIP) Summit to address the escalating concern of antimicrobial resistance in Southeast Asia. This significant event, the first of its kind in the ASEAN region, brought together international organisations, research institutions, healthcare authorities and healthcare professionals from across multiple countries to collaborate on reducing Antimicrobial Resistance (AMR) and promoting appropriate use of antibiotics in Upper Respiratory Tract Infections (URTI) and sore throat management.

The first GRIP Summit in Malaysia convened by Reckitt brought together a group of experts comprising doctors, pharmacists, academics and infectious disease specialists from 13 countries to create awareness through local community impact, that antibiotic resistance affects us all

AMR has been on the rise, posing significant challenges to healthcare systems worldwide and is recognised by the World Health Organisation (WHO) as among the top 10 global health crises. Experts around the world point out that without constant awareness of responsible antibiotic use, by 2050, antibiotic-resistant infections could cause 10 million deaths a year. Overuse, improper use, and over-prescription of antibiotics have exacerbated the issue, leading to longer and more severe illnesses, increased mortality rates, and higher healthcare costs. The situation has prompted healthcare professionals to play a pivotal role in educating patients about appropriate antibiotic use.

Established in 2012, GRIP is represented by a group of experts comprising doctors, pharmacists, academics and infectious disease specialists from 13 countries to create awareness through local community impact, that antibiotic resistance affects us all. Through strength of collaborations across the 5P framework, centred on Partnership and encompassing Policy, Prevention, Prescriber, Pharmacy and Patients, GRIP have sought to change the paradigm of antibiotic use in URTI and have a vision to drive positive behaviour change.

The summit, titled Optimising Patient Care in the Evolving Antibiotic Landscape, attended by over 100 healthcare professionals, aimed to address the profound challenges posed by URTIs, one of the leading causes of antibiotic overuse, and subsequent resistance within the community. Southeast Asia, in particular, has witnessed a surge in cases in recent years, making it imperative to address this issue collectively and interventions within the URTI setting are a focus for GRIP.

The Summit pulled in multi-disciplinary experts on URTI for thought-provoking talks and panel discussions, to seek solutions to the multifaceted issue of AMR. In addition, the summit served as a catalyst for the formation of Malaysian Respiratory Infection Partnership (MRIP) led by local experts.

At the first ASEAN GRIP Summit in Malaysia convened by Reckitt – Adrian Shephard, Global Medical Marketing Director for Reckitt; Professor Dr Attila Altiner, Medical Director, Heidelberg University Hospital, Germany; Dr. Koh Kar Chai, President of the Manipal Alumni Association, Malaysia; Tiffany Tang, Marketing Director for Health, Reckitt Malaysia & Singapore; Prof Sabiha Essack Professor in Pharmaceutical Sciences, University of KwaZulu-Natal, South Africa and Chairperson of GRIP; Professor Dr Baharudin Abdullah, Consultant Otorhinolaryngologist (Head and Neck Surgeon), Universiti Sains Malaysia, Malaysia; Prof Dr Zamberi Sekawi, Consultant Clinical Microbiologist, Universiti Putra Malaysia, Malaysia; Dr Sergio Caretta-Barradas, Director of the Centre for Respiratory Disease, Mexico; Dr. Imran Lodhi, Global Medical Affairs Director of Reckitt

During the summit, Professor Dr Zamberi Sekawi, Consultant Clinical Microbiologist, Universiti Putra and Professor Sabiha Essack, Professor in Pharmaceutical Sciences, University of KwaZulu-Natal, South Africa spoke on the global threat of AMR and its impact on the local treatment landscape of respiratory pathogens as well as the current state of antibiotic utilisation in Malaysia, highlighting that each year over RM150 million is being spent in hospitals to treat resistant infections which claim over 3500 lives daily.

Local expert, Professor Dr Baharudin Abdullah, Consultant Otorhinolaryngologist at Universiti Sains Malaysia went on to discuss the current local practices in sore throat management, alternative treatment from antibiotic prescriptions, advocating symptomatic relief as little evidence exists that antibiotics are necessary and that 80% of patients will recover in a week regardless of antibiotic use.

The summit managed to provide perspectives from local professionals and global GRIP experts on attitudes and behaviours toward antibiotic use, even noting that a majority of young adults aged from 18 to 34 are more likely to use antibiotics for URTI (64%) incorrectly believing that antibiotics are effective for sore throats (58%), can kill viruses (55%) and can relieve symptoms (65%). The summit culminated in a panel discussion where all speakers contributed to the topic of turning knowledge into action and optimising patient care which surmised that although Malaysia is on the right track to mitigate AMR, stakeholders should be equipped with tools and knowledge and collaboration between the public and private sector is crucial.

“We are proud to host ASEAN’s first GRIP Summit and we recognise GRIP’s vital role in tackling URTI treatment. Our esteemed panel of experts had a lot of light to shed on this global crisis, offering insights and solutions to tackle the issues head-on. We hope that our continuous engagement through events like these encourage collaboration among healthcare professionals, researchers, policymakers, and public health organisations to share best practices, and facilitate knowledge exchange. By facilitating dialogue and partnership among a diverse range of stakeholders GRIP is creating a united front in the management of URTIs,” remarked Tiffany Tang, Marketing Director for Health, Reckitt Malaysia & Singapore.

Adrian Shephard, Global Medical Marketing Director for Reckitt Benckiser added, “GRIP understands the urgent need for alternative treatments for respiratory infections; common colds, influenza, sore throats and coughs, such as symptom relievers like Strepsils. To address this, GRIP is actively engaged in research and collaboration to identify and develop therapies that can effectively alleviate symptoms in order to encourage better sore throat management, which only requires symptomatic relief instead of antibiotics.”

Dr Koh Kar Chai, President of the Manipal International University Alumni Association added, “The responsible use of antibiotics is paramount in preserving their effectiveness. This multidisciplinary collaboration within the sector is a great way to drive meaningful change in healthcare systems locally, ensuring that antibiotics remain effective tools in the fight against infections.”

The success of the GRIP Malaysia Summit marks a significant milestone in treatment of URTI’s within the region. Reckitt Malaysia remains committed to its mission of continuous public engagement to improve the health and hygiene of communities and will continue driving initiatives like GRIP to create a positive impact on public health.

 

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