PepsiCo: Sting Launch

Habib Daher

The case study describes how PepsiCo energy drink brand Sting used TV, digital and sampling tactics to launch the brand and redefine the sector in Egypt.

Sting Launch

Habib Daher

Campaign details

Brand: StingBrand Owner: PepsiCoLead agency: BBDO Cairo/OMD CairoCountry: EgyptIndustry: Energy drinksChannels used: Events & experiential, Online video, Outdoor, in-store, Social media, Television, Word of mouth, advocacyBudget: 3 - 5 million

Executive summary

As we were launching a new mass brand into a category that was extremely niche, our biggest objective was to not only convert users from competitor brands, but also to introduce new consumers to the energy drink category. We aimed to increase energy drink awareness generally and, more importantly,...

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