Sting launch campaign

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

Campaign details

Brand: StingBrand owner: PepsicoLead agency: Impact BBDO CairoContributing agencies: OMDCountry: EgyptIndustries: Energy drinksMedia channels: Events & experiential, Outdoor, out-of-home, Product sampling, Social Media, TelevisionBudget: Up to 500k

Executive summary

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 energy drinks market by 1400%, and...

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