With the global energy drinks market booming, PepsiCo enlisted STORMBRANDS to help launch an electrifying new variant of energy brand, Sting – Blue Thunder. The branding, design and communications agency delivered supercharged creative to drive awareness and trial among Gen Z consumers in Pakistan.
Sting is one of PepsiCo’s fastest growing beverage brands, sitting in a unique position between carbonated soft drink and energy drink. It was important that the success of Sting Blue Thunder should not cannibalise sales of the core flavour Sting Red. STORMBRANDS defined a distinct role and proposition for Blue Thunder based on flavour and occasion. The creative work springs from concept ‘Charge the day’, conveying a sweet, refreshing lift that elevates consumers out of the ordinary, and makes them feel they are operating at full charge.
STORMBRANDS collaborated with production partners at Bolder Creative to deliver a TV commercial for the launch of Sting Blue Thunder in Pakistan, supported by a suite of social assets and key visuals. Flavour, energy and refreshment cues come together in an electrifying depiction of energy using the brand’s distinct assets. Consumer testing showed strong and sustained viewership, 100% unaided brand recall, and high emotional engagement.
Sting Blue Thunder is now set up for success as part of the PepsiCo’s brand’s portfolio as it rolls out across other key markets, including India. Glocalised (global and local) marketing is very important to the Sting brand, helping it feel accessible and aspirational for local markets, underpinned by distinct global vision to help it stand above ‘me-too’ brands.
STORMBRANDS’ Sting Blue Thunder creative builds on the agency’s previous work with PepsiCo. The agency revitalised the Sting portfolio’s visual identity system with a product-centric approach to harmonise the brand, and also give it the flexibility that market nuance demands. The agency took a deep dive across six key markets and analysed the opportunities and requirements for existing and new assets.
The agency then developed a bank of new globally aligned, product-centric assets and guidelines. The global system includes product visuals, a suite of atmospheric backgrounds, distinctive lightning treatment, and dialled up refreshment cues. The system can be adapted and scaled locally to meet different market’s needs, such as communicating different levels of energy, or depicting local pack formats.
As a result of STORMBRANDS’ work, Sting can now maintain global consistency while tailoring communications to the kind of ‘passion points’ that excite a wider range of Gen Z audiences and markets.
“We’ve moved markets, mindsets and culture to take Sting out of sight of the competition,” said Ellie Harris, STORMBRANDS Business Director. “Igniting global iconicity, the work creates electrifying moments across territories, exciting consumers and inviting them to feel energised and jump into what’s next. The success of the Sting Blue Thunder launch proves the future readiness of the brand as it enters new markets based on the new standard.”
“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,” said Rajat Sachdeva, Global Senior Marketing Manager, Energy, PepsiCo International Beverages.