Sting vs Red Bull: Taking on a Giant

Sting, a an energy drink brand, launched a campaign in Egypt to increase sales by 20% year on year, and achieve 40% of the energy drink market share.

Campaign details

Brand: Sting (energy drink) Brand owner: PepsiCo Entrant company: Media DirectionIdea creation: Directions Media Cairo Market: Egypt Sector: Energy drinks Media channels: Word of mouth, Influencers, KOLs, Online video, Social media, Radio & audio, Outdoor, Out-of-home Budget: 1 - 3 million

Executive summary

In 2014, PepsiCo launched Sting with the sole purpose of catering to the Egyptian masses. But, with no clear direction or marketing strategy, even with their best efforts, the brand failed in the market and was discontinued after only...

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