In a rapidly evolving energy drink landscape, Sting faced the challenge of recharging its legacy as a regional powerhouse. To secure its place on the global stage and outpace the rise of imposter brands, we set out to future-proof Sting by redefining its energy-packed appeal, transforming it from a local hero into a bold, unmistakable icon.

Energy drinks have long been seen as aspirational yet unattainable to many regional consumers. PepsiCo Sting breaks the mould, offering accessible energy - but it was time to level up. By evolving from a regional favourite into a global cultural force, Sting connects with a new generation thirsty for brands that meet them where they are and reflect their limitless ambition.

At the heart of Sting’s transformation was a deep connection to Gen-Z passion points, from music and gaming to travel and street culture. Across diverse markets, we crafted a unified brand narrative that seamlessly wove into their digital-first lives. By building a brand world tailored to their platforms and experiences, PepsiCo Sting became more than just an energy drink - it became a lifestyle choice.

The new PepsiCo Sting brand identity sets an unmatched benchmark in the category. From superior CGI renders that outshine competitors to sensorially charged TVCs and social edits, every touchpoint dials up the energy. A flexible system of motion assets amplifies PepsiCo Sting’s iconicity, ensuring it commands attention across every medium.

Created in partnership with Stormbrands and PepsiCo International Beverages