Sting: Espresso Stopover

Anh Vu

Energy drink brand Sting partnered with motorcycle ride taxi service GrabBike and convenience store 7-Eleven to launch its Sting Cafe Espresso drink to professional bikers in Vietnam.

Campaign details

Brand: StingBrand owner: Suntory PepsiCo Vietnam BeverageAgency: Mindshare VietnamCountry: VietnamIndustry: Energy drinksMedia channels: Mobile & apps, Product sampling, Sales promotionBudget: No budget

Executive summary

Vietnam is the land of more than 45m motorbikes. Energy drink brand Sting's new product, Sting Café Espresso, looked to target an audience that needed to constantly stay focused on the road – taxi-bikers.

As the key player, with 92% market share, GrabBike represented a natural fit. To make a living as a Grab biker, you need to meet customers' high...

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