Sting Energy Drink is a carbonated energy drink launched in Pakistan by PepsiCo International. It comes in several fruit flavors and is marketed primarily to hardworking males between 28-38 years old. After launching, PepsiCo promoted Sting aggressively through TV and print ads, roadside promotions distributing free samples, and sponsoring a youth dance competition to build brand awareness. The campaign successfully increased Sting's market share and sales of the popular gold variant.

1. HAYOP SA SARAP! HAYOP SA ENERGY!

2. • Sting Energy Drink is a carbonated energy drink from
Pepsico international.
• Sting is available in three flavors, such as original Gold
Rush, Gold (with ginseng), Power Lime (kiwifruit lime)
and Berry Blast (Strawberry).
• After the launching of sting in Pakistan, Pepsico
started a wide spread campaign, which included
road advertisements and TV commercials.
• Starting from Karachi, the Hummer (advertising
vehicles) travels through different areas and offers
free sting energy drink people on the roads.
• The TV commercials was shot in Malaysia in which a
person is shown generating electricity and charging a
car battery after drinking the sting energy drink. It airs
on all Pakistani TV channels.
EXECUTIVE SUMMARY

3. • Sting Energy Drink is a carbonated energy drink from
PepsiCo International.
• Sting Energy Drink aims to provide hardworking
individuals with energy to get them going through the
day.
• It sharpens the mind and body to endure taxing
situations.
• Sting is a refreshing energy drink that gives you a positive
kick.
• Sting Energy Drink was the first delicious, fruit-
flavored, ready-to-drink energy drink that is affordable.
STING
Energy Drink

4. How did PepsiCo came up with sting?
• They checked the loop holes in energy drinks
market and tried to fix it from the product.
• Earlier energy drinks was considered as a sour
drink which people take to energize themselves
and to wake up late at night.
• Sting added better taste in it.
• They have made it full of flavor with ingredients of
energy drinks as well.
• People in large loves it taste and most of them
have started drinking energy drinks after the
arrival of Sting.

5. • They have introduced two flavors in energy drinks
which we believe compete all energy drinks
available in market.
• For competing Red Bull they have introduced
their red berry flavor in red can.
• Taste is awesome and that is the people’s
favorite flavor energy drink.
• For all others who used yellow color and have
their own specific taste, Sting yellow is exactly
the same, might be little better in flavor.
How did PepsiCo came up with sting?

6. • Most important about Sting to catch the mass
market is its rates.
• They are one of the cheapest energy drink in
the market except a few like Booster and Ozo.
• Sting can is of Rs.60/- If a less price energy drink
came in market, people would think about its
quality and might not go for it.
• But when a big company like Pepsico came up
with energy drink, whether its price low, people
won’t question about its quality.
How did PepsiCo came up with sting?

7. • Type: Carbonated Energy Drink
• Flavor: Strawberry (original)
Strawberry (with ginseng)
Gold Rush (original)
Gold Rush (with ginseng)
Sting Pro (isotonic drink, chanh
muối flavor)
Kiwi Lime
Sting Powepacq
• Availabe in: 250/300 ml tin can
330ml bottle
• Packaging: It comes in a no slip, hard plastic bottle
and is packaged as a soft drink.
Product
Features:

8. Ingredients:
• Carbonated water, Sugar, Citric
Acid, Artificial
flavour, Maltodextrin, Sodium
Citrate, Sodium
Hexametaphosphate, Taurine, Pot
assium Sorbate, Caffeine, Sodium
Benzoate, Tartrazine, Inosital,Calci
um Disodium EDTA, Modified Food
Starch, Panax Ginseng
Extract, Niacinamide, Sunset
Yellow, Pyridoxine Hydrochloride
and Cyanocobalamin.
Nutritional Information:
Product
Per Serving
Energy(Kcal) 154
Carbohydrate (g) 39
Vitamin B3 (mg) 7
Vitamin B6 (mg) 0.7
Vitamin B12 (mg) 0.9
Ginseng Extract
(mg)
6.7
Inositol (mg) 14.8
Taurine (mg) 90.5

9. Type: Php(Philippine Peso) RS(Rupees)
Bottled 20 40
Tin Cans N/a 60
Price

10. Product

11. Product(Other Forms)

12. Sting Energy Drink PTM(Prime Target Market) are males who needs to
work extra hours
• Demographics: 28-38 years old, Male, Head of
the Family (single/single with dependents, married), Class C-D
• With families based in the city or in the province
• Family size of 3-6 kids
• Sending siblings to school
Also, male teenagers and people in their 20s are most likely to
believe in the fact that energy drinks will give them the boost they
need.
Target Market

13. • “HAYOP sa SARAP!
HAYOP sa ENERGY”
• You will be able to do
things you never
thought you could do!
• You can now push
yourself and become
more than you
expected and have
more energy when you
thought you are
already out!
Brand Positioning

14. • Telivision: 4 or more commercials.
Sting Energy Drink says that you can jumpstart any machine by drinking it.
• Radio-DZMM,DZBB 594
• Internet
• Print
Localized Activation
• Hummer(advertising vehicles)
Starting from Karachi, the
Hummer travels through
different areas and offers
free Sting energy drink to
people on the roads.
Media Use

15. Storyboard

16. • In the spirit of the festive
season and to jump start the
New Year, popular
international energy drink
brand STING debuted its
brand new youth based
campaign, “JHATZZZKA
Dance move”, on 18th
December 2012 across
Pakistan.
• Celebrating the JHATZZZKA
Dance Move
Campaign, Sting held an
interactive activation at
Atrium Karachi on 24th
December 2012 where youth
icon Ali Safina was present to
judge the JHATZZZKA Dance
Moves.
Creative Strategy

17. • Sting Energy Drink With Moringa
(“Malungay”)
• The product was launched on
March 25 across different
networks, featuring Manny in a
mock press conference where
he revealed that Malungay helps
him feel faster, stronger and
braver.
• "Pacquiao Positive" campaign
• The effort revealed that eight-
division world boxing champ
Manny Pacquiao, a native hero
in the Philippines, had "tested
positive" for Malunggay, Sting
PowerPacq's key ingredient.
Creative Strategy

18. Promotions
Also:
Public Relations
Personal Selling
Words of Mouth
Freebies

19. • The JHATZZZKA campaign is a one
of its kind celebratory campaign in
this festive season, asking the youth
to let loose and to have good
healthy fun, showing Pakistan their
one unique, energy fuelled dance
move!
• A remarkable 100 percent sales
growth of Sting's Gold variant, and
corresponding brand equity
results, underscore Malunggay and
Pacquiao as locally relevant
differentiators for the brand.
• Sting Energy Drink’s market share is
about 5%.
Results

20. • With Sting energy drink, Pepsico Vietnam continues to lead energy
drinks with a 34% share of off-trade value sales in 2010. In
2011, PepsiCo Vietnam reinforced Sting energy drink with Sting Red
is the hero.
Other Results