Campaign details
Advertiser: PepsiCoBrand: StingAgency: BBDO Pakistan LahoreCountry: Pakistan
Objectives
- Communications objective: Revitalize brand image:Sting, an energy drink, was suffering from an image problem: it was being considered by consumers as a simple "soft drink" and not a beverage that boosts energy. This was hurting sales. In a dire need to change its image into a top-of-the-line energy drink, PepsiCo required an integrated campaign that re-established Sting's positioning. The first objective of the campaign was to make sure that consumers recognize Sting as an energy drink, leading to an increase in sales....