Sting Launch
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,...