Sting: Remake The Boxer

Sting, an energy drink brand, partnered with Amir Khan to become the leader in the energy drink category in Pakistan.

Campaign details

Advertiser: PepsiCoBrand: StingAgency: BBDO Pakistan LahoreCountry: Pakistan

Objectives

  1. 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....

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