Sting: Sting up – where I don't live

Sting, a beverage from Suntory Pepsico, promoted its Sting Strawberry drink as cool and edgy among Gen Z audiences by launching a song, game and web app that encouraged them to get outside after the Covid-19 pandemic.

Campaign details

Brand: StingAgency: Mindshare VietnamEntrant Region: APAC

Strategy

Objective

Sting Strawberry or Sting "Red" from Suntory PepsiCo Vietnam Beverage is one of the most popular energy drink brands among Vietnamese youth as it brings a refreshing feeling in the throat when consumed, as well as a delicious & attractive taste for enjoyers, which helps them stay awake and energized.

However, Sting Strawberry, despite still gaining market share, yet it is attacked by multiple flavor brands in the uplifting segment. Thus, the question for Sting is how to build a solid footing in young consumers'...

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