Campaign details

Brand: Sting
Lead Agency: ADTIMA
Region: Vietnam

Strategy

Objective

The Vietnam energy drink market is an incredibly prolific market with an estimated value of 1.4 billion USD - average annual growth of 10%. Among many players competing in this fragmented market, Sting is leading the growth with its signature product Sting Red Strawberry, accounting for more than 30% of total Energy Drink Market Volume Share. This product has redefined Vietnamese consumer’s definition of Energy Drink prototype via its iconic RED color and refreshing taste.

To maintain its leading position, Sting needed to make a break-through leap in brand recognition and enhance the brand love into its iconic RED Color among the targeted consumers. There is no greater opportunity than Asiad 2018 – #1 biggest event of Vietnam in 2018 – when everyone put their hearts and minds onto the nation and the RED color of Vietnam. This is where the RED color of Sting can insert into the RED color of Vietnam to leap-frog the brand love among Vietnamese patriots.