Sting Powerpacq Energy Drink: Knocked-out but still standing

This case study explains how PowerPacq, an energy drink brand, used celebrity endorsement to launch a new variant in the Philippines.

Sting Powerpacq Energy Drink: Knocked-out but Still Standing

Principal authors: Vina Henson and Fiona Ella Sandoval, DDB PhilippinesContributing authors: Jihad Karlo Mariano, Josemaria Espanol, Patrick Miciano, Denise Oyog, Denise Banatin and Jackie Caruyan, DDB Philippines; Marvin Sambile and Michael Eric Rosales, PepsiCo Inc

Summary:

This case shows how strategic communications and media planning can disrupt an issue-laden but high potential energy drink category that favors first-in-market competitor, Cobra. Up and coming energy drink variant under the Sting brand strongly dethrone the seemingly indomitable and pound-per-pound market leader, yielding better-than-forecasted key performance indicators for the total...

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