A NEW FLAVOR, FULLY CHARGED

In summer 2024, the Pakistan market was gearing up to launch Sting Blue. However, previous flavour extensions had struggled to gain traction, often failing to account for consumer switching behaviour. Our challenge was to ensure that Sting Blue didn’t cannibalise Sting Red but instead played a distinct role in the portfolio. Working with global and local teams, we set out to craft a unique space for Sting Blue, ensuring it stayed true to the brand while standing out with its own distinct positioning, name, brand story, product behaviours, and visual identity.

NEW ENERGY FOR A NEW GENERATION

Gen Z in Pakistan have an evolving relationship with energy drinks, shaped by their fast-paced lifestyles and passion for culture, gaming, and social connection. Sting Red had already secured its role as the go-to for an instant energy hit, but there was an untapped opportunity to introduce a variant that aligned with different moments of consumption. By identifying these new energy occasions and linking them to relevant product intrinsics, we could create a compelling reason for Sting Blue to exist alongside its iconic Red counterpart.

ELECTRIFYING NEW OCCASIONS

Our strategy positioned Sting Blue as an electrifying force, engineered for moments of focus, adrenaline, and exhilaration. Sting Blue became the high-voltage charge for moments of extended engagement, whether deep into a gaming session, locked in a competitive match, or dancing the night away. This distinction allowed the two variants to coexist, each fulfilling a different need while reinforcing Sting’s bold energy proposition.

A THRILLING NEW EXPRESSION

In collaboration with Bolder Creative, we brought Sting Blue to life through a product-led TVC, dynamic social content, and high-energy campaign visuals. Every asset was crafted to enhance the brand’s iconicity while amplifying the thrill of Sting Blue’s experience. A bold, sensorial approach ensured the new variant not only stood out but also felt unmistakably Sting, setting it up for long-term success in the portfolio.

"StormBrands has been a great partner, providing strategic thinking, solid execution, and seamless coordination with our key markets to deliver impactful creative assets for Sting.”

Rajat Sachdeva, Global Senior Marketing Manager, Energy, PepsiCo

FROM LOCAL SPARK TO GLOBAL SURGE

Sting Blue Thunder launched in Pakistan in Summer 2024 to resounding success, driving significant growth without diluting the equity of Sting Red. Its performance has sparked interest in new markets, with India and Bangladesh launching soon after, strategically aligning with the Cricket World Cup. Consumer testing has shown exceptional results, with 100% unaided brand recall, high emotional engagement, and sustained viewership. Proving that our distinct positioning and electrifying creative execution struck the right chord with consumers.