It Must Be Sting

"It must be Sting – Energizing Fun for Thai People's Culture!"

Background
In 2024, Sting launched a new energy drink in Thailand, aiming to capture the attention of Gen Z in a competitive market. Traditionally, energy drinks in Thailand are perceived as products for hardworking individuals striving to overcome challenges. This perception doesn’t resonate with Gen Z, who value creativity, authenticity, and fun. Additionally, Thai advertising regulations posed challenges, prohibiting Sting from using its iconic ‘lightning’ symbol or showcasing traditional consumption shots. To complicate matters further, Gen Z generally dismisses typical advertising, making it essential for Sting to innovate and connect with this audience in new ways.

Execution
Sting took a unique approach by tapping into Thailand’s rich cultural beliefs and practices, specifically ‘MuKetting’—the intersection of superstition and spiritual beliefs. Red items, seen as offerings to the gods, are believed to bring positivity and good fortune. Sting capitalized on this by positioning its red energy drink as an offering for the gods, turning shrines into a central media touchpoint.
The campaign placed Sting bottles on shrines across Thailand, with influencers sharing their experiences through TikTok, X, and Facebook, creating viral buzz around the brand. The campaign’s thematic film depicted a god consuming Sting, energizing the deity to grant prayers faster. Despite restrictions on showing product benefits, the film subtly conveyed that Sting provided the energy needed to experience positivity and upliftment.
Complementing this, Sting focused on nationwide distribution in traditional trade outlets and convenience stores, ensuring in-store visibility and offering e-commerce packages featuring Sting as a shrine gift. Sampling teams targeted universities and offices to drive trials. In phase two, Sting launched a series of 6-second non-verbal videos under the tagline “It must be Sting.” These humorous clips communicated the product’s energy payoff through exaggerated, energetic actions without explicitly mentioning the word “energy.”
The campaign extended to a TikTok Branded Mission, inviting users to create their own ‘Fast & Fun’ content, further expanding consumption occasions. Post-launch, AI-driven analytics helped optimize the campaign in real time, ensuring effective media spending and maximizing impact.

Results
Reached 45.5M people
Generated 552M impressions
Engaged 351M times with audiences
Gained 85.3M video views
Sting’s creative approach not only resonated with Gen Z but also positioned the brand as a source of positive energy deeply embedded in Thai culture.