Sting (PepsiCo): Everyday Hero
Energy drinks have long associated themselves with extreme sports. When launching Sting, Pepsi's new affordable energy drink, we decided to associate ourselves with the extreme sport of 'Everyday Egyptian Life'. This positioning yielded more than we could have imagined, in less than a year after launching we grew the Egyptian market of energy drinks by 1400%, and established ourselves as the market leaders of the category with over 60% market share.
Marketing Context:
Before launching Sting, the energy drink market in Egypt was comprised chiefly of imported foreign brands that were sold at niche prices in...