Energy Drink Brand Sting Super Charges Daily Routines
STING, one of the world’s fastest-growing energy drink brands, has teamed up with Leo Thailand to unleash ‘It Must Be STING', a turbo-charged video series that captures the electrifying thrill of getting more done in record time.
The campaign features 18 rapid-fire clips that show people from all walks of life supercharging their daily routines, from chilli pickers to grocery packers, rappers and kickboxers.
Launching in July 2024 and running throughout 2025, six more instalments will launch before year-end with the help of Bangkok production company Player 2.
STING has seen unstoppable growth over the past five years, becoming the go-to brand for people who want to make the most of every moment and get that STING Energy feeling, with key markets including India, Pakistan, Egypt, Vietnam, and Thailand.
Yutana Jitcharoongphorn, chief marketing officer at Suntory PepsiCo Beverage (Thailand), said, “Thailand’s energy drink market is fiercely loyal to legacy brands, so STING had to do more than show up – it had to own these split-second moments to help people see that STING means energy.”
Nutthawut Amkamsong, associate creative director, Leo Thailand, added, “We took inspiration from internet memes by creating fast, fun and super-short videos, each only six-seconds long – perfect for gen z attention spans, but long enough to make the product unforgettable. Whenever you see speed and fun like this, it must be STING.”
Research suggests that people’s attention spans have shrunk measurably in the past two decades: some studies suggest gen z's average attention span is eight seconds versus millennials' 12 seconds. Armed with this insight, Leo Thailand worked with Publicis Media Thailand to secure six-second media slots that would beat the scroll in a market where people spend 5 hours on average per day on their smartphones.
With the help of AI-powered media targeting, It Must be STING targets specific audience segments, from students to Muay Thai fans and farmers. It has achieved 750 million total views across social and digital platforms in Thailand alone, and has been adapted for six Southeast Asian countries including Vietnam, the Philippines, Malaysia, Cambodia, Laos and Myanmar.
