Sting: Game on – energizing connection with gen z to the next level

Sting, an energy drink brand, connected with Gen Z in Vietnam by promoting its product through Arena of Valor.

Campaign details

Brand: StingBrand owner: Suntory PepsiCo Vietnam BeverageLead agency: Mindshare VietnamContributing agency: GarenaMarket: VietnamSector: Energy drinksMedia channels: Gaming & in-game advertising, Merchandise & free gifts, Packaging & design, Social media, Sponsorship - mediaBudget: 500k - 1 million

Executive summary

Idolising heroes with superpowers is popular among all age groups and genders.

Gen Z dreams about transcending into the virtual world and embodying the adventurous life of these characters through gaming and eSports.

Energy drink brand Sting, traditionally associated with adventures, had a new territory...

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