Sting Powerpacq Energy Drink: The New Energy Drink Champ!

Danz Holandez and Junie deLeon

Campaign details

Brand owner: PepsiCo
Agency: Mindshare Philippines
Brand: Sting Powerpacq Energy Drink
Country: Philippines
Channels used: Newspapers, Packaging and design, Print – general, unspecified, Radio, Social media, Television, Word of mouth and viral
Media budget: 1 – 3 million

Executive summary

Truly a Philippine media first

The campaign objective for Sting Power Pacq Energy Drink was simple: to topple Cobra Gold, then the top Philippine energy drink, from top-of-mind awareness within a six-week campaign period (22 March 2012 to 3 May 2012).

The main effort focused on propagating the rumour that boxing champion Manny Pacquiao was 'positive' for a certain undisclosed substance.

Never has a media 'prank' been implemented on such a large scale – potentially reaching an entire nation. Launching the Sting Power Pacq Energy Drink required thinking beyond expected media platforms and focusing on how celebrity gossip gets 'consumed' in popular culture.