Latest news with #StingEnergy
Fashion Value Chain
07-07-2025
- Entertainment
- Fashion Value Chain
Sting is writing the playbook for new age marketing
In a landscape overrun with visual noise and fleeting attention, Sting Energy is flipping the script – using sound as a shortcut to belonging, buzz, and F1 fandom. With the latest chapter of its Sound of Sting campaign, PepsiCo India's high-voltage brand is amplifying a bold cultural frequency – not just creating a campaign, but igniting a movement. Sting launches a contest – spot the sound of 'stinggg' and comment for a chance to win Grand Prix tickets Timing That Hits the Apex Launched at a moment when Formula 1 is dominating national conversation – fuelled by the growing pop-culture buzz around racing – Stings campaign lands at cultural peak velocity. With fan anticipation building ahead of every key moment, Sting is strategically tapping into the surge – embedding itself in moments that matter most. The brand isn't just catching attention – it's riding the wave of a cultural crescendo. Link to view the video: Sonic-first. Fan-focused. Culture-fuelled. With its landmark partnership with Formula 1, Sting is dialling up fan engagement through immersive, audio-first storytelling and community-driven activation. The Sound of Sting is not just a catchy motif – it's a sonic identity built from the roar of a real F1 engine. A sharp, high-frequency signal that now functions as both an ad trigger and a cultural cue. 'This isn't just another campaign with a soundtrack,' said Vandita Pandey, Vice President, Marketing, International Beverages – Hydration and Energy, PepsiCo. 'Sound is identity. It's how today's youth connect, react, and belong. By transforming the emotional jolt of an F1 engine into a signature Sting cue, we're not just marketing – we're engineering experience.' Spot the Sound, Win the Ride In one of the campaign's most thrilling fan activations to date, Sting is offering fans a chance to turn up the volume – literally. The promo is simple: hear the 'stinggg' sound anywhere, tag the brand sharing where you heard the Sound of Sting, and stand a chance to win tickets* to a Formula 1 Grand Prix. (*T&Cs apply.) What makes it disruptive is this: Sting isn't just broadcasting sound, it's getting fans to seek it out. The brand has seeded the sound across unexpected touchpoints – reels, influencer content, online and in-theatre advertising – and invited fans to go from passive listeners to sonic explorers. Brilliant by Design: Discovery as the New Distribution This leg takes the story further – from controlled brand placements to fan-driven discovery. The campaign thrives because users carry it forward, seeking it, reacting to it, and expanding its reach. Today, culture demands participation. Sting's new playbook reflects this shift – moving beyond simply placing a logo on a moment to creating moments that live within culture. The brand is crafting experiences that are unexpected, interactive, and designed to travel across audiences. By tapping into youth instincts like curiosity, sharing, and play, the campaign plugs into moments that matter. Sound becomes a Trojan horse, enabling Sting to enter conversations organically rather than interrupt them. This isn't just about partnering with F1 – it's about amplifying a cultural pulse that fans are eager to follow. The campaign is also being amplified through a partnership with BookMyShow, reinforcing Sting's presence at the intersection of entertainment and energy. Hijacking Attention: From Sonic Drops to Social Sparks From influencer activations to Easter-egg audio placements, The Sound of Sting is showing up in unexpected places – a creative entry into Indias soundscape. Whether it's a creator remixing the Sting into content or fans stumbling onto it mid-scroll, the campaign is thriving on discovery. What makes it brilliant marketing is that the audience doesn't just consume the content – they chase it, remix it, and build on it. That's how The Sound of Sting is transforming from a brand asset to a shared cultural signal. Already, reactions have poured in: creators like Nayandeep Rakshit,Arjun Madan and Shiv Khandelvwal and more, urging followers to 'listen up,' fan edits turning the sound into memes, and Sting content lighting up reels with F1 flair. The sound is no longer just heard – it's shared. About PepsiCo PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated nearly $92 billion in net revenue in 2024, driven by a complementary beverage and convenient foods portfolio that includes Lay's, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales. Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit and follow on X (Twitter), Instagram, Facebook, and LinkedIn @PepsiCo.
Fashion Value Chain
07-07-2025
- Entertainment
- Fashion Value Chain
Sting Turns Up the Volume on Fan Engagement, Igniting a Cultural Frequency Across India
In a landscape overrun with visual noise and fleeting attention, Sting Energy is flipping the script – using sound as a shortcut to belonging, buzz, and F1 fandom. With the latest chapter of its Sound of Sting campaign, PepsiCo India's high-voltage brand is amplifying a bold cultural frequency – not just creating a campaign, but igniting a movement. Sting launches a contest – spot the sound of 'stinggg' and comment for a chance to win Grand Prix tickets Timing That Hits the Apex Launched at a moment when Formula 1 is dominating national conversation – fuelled by the growing pop-culture buzz around racing – Stings campaign lands at cultural peak velocity. With fan anticipation building ahead of every key moment, Sting is strategically tapping into the surge – embedding itself in moments that matter most. The brand isn't just catching attention – it's riding the wave of a cultural crescendo. Link to view the video: Sonic-first. Fan-focused. Culture-fuelled. With its landmark partnership with Formula 1, Sting is dialling up fan engagement through immersive, audio-first storytelling and community-driven activation. The Sound of Sting is not just a catchy motif – it's a sonic identity built from the roar of a real F1 engine. A sharp, high-frequency signal that now functions as both an ad trigger and a cultural cue. 'This isn't just another campaign with a soundtrack,' said Vandita Pandey, Vice President, Marketing, International Beverages – Hydration and Energy, PepsiCo. 'Sound is identity. It's how today's youth connect, react, and belong. By transforming the emotional jolt of an F1 engine into a signature Sting cue, we're not just marketing – we're engineering experience.' Spot the Sound, Win the Ride In one of the campaign's most thrilling fan activations to date, Sting is offering fans a chance to turn up the volume – literally. The promo is simple: hear the 'stinggg' sound anywhere, tag the brand sharing where you heard the Sound of Sting, and stand a chance to win tickets* to a Formula 1 Grand Prix. (*T&Cs apply.) What makes it disruptive is this: Sting isn't just broadcasting sound, it's getting fans to seek it out. The brand has seeded the sound across unexpected touchpoints – reels, influencer content, online and in-theatre advertising – and invited fans to go from passive listeners to sonic explorers. Brilliant by Design: Discovery as the New Distribution This leg takes the story further – from controlled brand placements to fan-driven discovery. The campaign thrives because users carry it forward, seeking it, reacting to it, and expanding its reach. Today, culture demands participation. Sting's new playbook reflects this shift – moving beyond simply placing a logo on a moment to creating moments that live within culture. The brand is crafting experiences that are unexpected, interactive, and designed to travel across audiences. By tapping into youth instincts like curiosity, sharing, and play, the campaign plugs into moments that matter. Sound becomes a Trojan horse, enabling Sting to enter conversations organically rather than interrupt them. This isn't just about partnering with F1 – it's about amplifying a cultural pulse that fans are eager to follow. The campaign is also being amplified through a partnership with BookMyShow, reinforcing Sting's presence at the intersection of entertainment and energy. Hijacking Attention: From Sonic Drops to Social Sparks From influencer activations to Easter-egg audio placements, The Sound of Sting is showing up in unexpected places – a creative entry into Indias soundscape. Whether it's a creator remixing the Sting into content or fans stumbling onto it mid-scroll, the campaign is thriving on discovery. What makes it brilliant marketing is that the audience doesn't just consume the content – they chase it, remix it, and build on it. That's how The Sound of Sting is transforming from a brand asset to a shared cultural signal. Already, reactions have poured in: creators like Nayandeep Rakshit,Arjun Madan and Shiv Khandelvwal and more, urging followers to 'listen up,' fan edits turning the sound into memes, and Sting content lighting up reels with F1 flair. The sound is no longer just heard – it's shared. About PepsiCo PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated nearly $92 billion in net revenue in 2024, driven by a complementary beverage and convenient foods portfolio that includes Lay's, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales. Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit and follow on X (Twitter), Instagram, Facebook, and LinkedIn @PepsiCo.
India Today
29-05-2025
- Entertainment
- India Today
The Sound of Speed: Sting Energy® by PepsiCo Hits the Track with Formula 1®
In the ever-intensifying world of Formula 1, where seconds matter and every rev is a heartbeat, there's a new kind of electricity on the track—and this time, it comes with a sound. Enter Sting Energy, PepsiCo's bold, adrenaline-fueled energy drink, now the Official Energy Drink Partner of Formula spark? A global sound-driven moment that didn't just catch fans off guard—it sent a shockwave through the internet. It all started on May 23, 2025, when world-renowned DJ and producer Armin van Buuren shared a video that went viral overnight. While isolating the audio of an F1 engine in his studio, Armin discovered something unusual—one frequency that sounded eerily like 'Stinggg.' What many dismissed as coincidence quickly turned into a cultural moment. View this post on Instagram A post shared by Sting Energy Global (@sting_global)As fans began replaying old race clips and dissecting engine audio, the moment caught the attention of legends and pop culture icons alike. Among the ones to jump in was Bollywood powerhouse Ranveer Singh, whose video set timelines ablaze. He reacts to Armin's discovery, 'Armin, dude – I have been watching Formula 1 since the days of Nigel Mansell and Damon HillI think the experience of watching Formula 1 is now never going to be the same for me! I can't unhear it!' View this post on Instagram A post shared by Ranveer Singh (@ranveersingh)Ranveer later added, 'F1 is pure adrenaline—raw, untamed, and absolutely electric! The speed, the sound, the sheer thrill—it's a sensorial experience. When I saw Armin's video and heard those engines screaming 'Stinggg,' I took a moment to believe what I was listening to. That's the thing about Sting Energy—it's always been ahead of trends and re-energising. Just like F1, it's all about energy, speed and pushing the limits.'Jenson Button, 2009 F1 World Champion also chimed in, 'I've spent my entire life around Formula 1 – from the garage to the podium, and everywhere in between – and I thought I'd experienced every nuance the sport had to offer. But, when Armin played that engine clip and pointed out what he heard, I was genuinely surprised. I played it back and... There it was. 'Sting.' Clear as day.' View this post on Instagram A post shared by Jenson Button (@jensonbutton)As this sound-led movement took shape, it wasn't long before Sting Energy's role became official. The speculation and fan theories were confirmed: Sting Energy had entered the F1 arena—not quietly, but as a jolt of audio-visual on the roar, Vandita Pandey, VP Marketing at PepsiCo, International Beverages, Energy, said, 'Sometimes the most powerful brand moments aren't manufactured – they're discovered. This wasn't just about launching a campaign; it was about listening to culture and amplifying what fans already felt. This partnership is more than regular sponsorship, it's sonic alignment. Sting Energy didn't just join Formula 1, it revealed it had always been there, embedded in the thrill, hidden in the sound; and now, the world knows. The brand officially takes its place on track with a future of vigorous fan experiences ahead.'Jonny Haworth, Director of Commercial Partnerships, Formula 1, said, 'Formula 1 has always been about more than just speed - it's about emotion, energy, and the sensory experience that comes with every race. This partnership with Sting Energy taps into that energy in a fresh, creative way. It's a celebration of the power of sound, and how culture and sport continue to collide in exciting new ways.'From Kush Maini, 2025 F2 Monaco Grand Prix winner, to Supercar Blondie, and Karun Chandhok, the wave of support cemented the moment. The crossover of music, motorsport, and pop culture is now complete—and Sting Energy is at the center of across India and the globe are now tuning into more than just the race. They're listening for that moment—when the engines scream, and somewhere in between, you hear it too: 'Stinggg.'Disclaimer: India Today holds no responsibility for the content written on the website as a basis for making any business, legal, or any other decision. Any reliance placed on such material is at your own risk. advertisement
NDTV
29-05-2025
- Entertainment
- NDTV
Sting Energy Becomes Official Energy Drink Partner Of Formula 1, Inspired By Engine Sound
In a surprising and creative twist, Sting Energy has joined Formula 1 as its Official Energy Drink Partner, marking a unique entry into the world of high-speed motorsport. Unlike traditional sponsorships, this collaboration was born from a viral audio moment and has now evolved into a global campaign that will engage fans across 21 races through immersive activations, co-branded products, and digital turning point came on May 23, 2025, when global DJ Armin van Buuren posted a video highlighting how an F1 engine's sound closely resembled 'Sting.' What started as an audio curiosity quickly turned into a cultural moment that caught the attention of fans and the F1 community. View this post on Instagram A post shared by Sting Energy Global (@sting_global) Andita Pandey, VP Marketing at PepsiCo, described it as 'sonic alignment' — an organic blend of culture and adrenaline. 'This wasn't just about launching a campaign. It was about discovering what fans already felt,' she said. Formula 1's Commercial Partnerships Director, Jonny Haworth, added that the collaboration goes beyond branding and financial matters. 'It's a celebration of emotion, energy, and the power of sound.' With this partnership between F1 and Sting, Sting Energy is now set to amplify fan experiences both on and off the track — with speed, sound, and style. (Except for the headline, this story has not been edited by NDTV staff and is published from a syndicated feed.)
Hindustan Times
28-05-2025
- Automotive
- Hindustan Times
The sound of speed: Sting energy, a PepsiCo energy drink, hits the track with Formula 1
Sting Energy®, a PepsiCo electrifying energy drink, has officially entered the fast-paced world of Formula 1® as its Official Energy Drink Partner. This official partnership, sparked by authentic fan curiosity even before the official reveal, began as a viral sound-driven moment and has since grown into a dynamic collaboration, racing from the track to screens worldwide. A post shared by Sting Energy Global (@sting_global) In a sport like Formula 1, where fans obsess over every detail, Sting Energy tapped into the most iconic and visceral element of the experience: sound. On May 23, 2025, world-renowned DJ and producer Armin van Buuren posted a video unveiling a surprising discovery – the sound of 'Stinggg' echoing through the roar of an F1 engine. While isolating audio layers from a race recording, Armin noticed an uncanny resemblance between the engine's pitch and the sonic builds in his music. The post piqued global curiosity, as fans, creators, and even F1 icons joined the conversation. And with that, Sting Energy surfaced. Not as a familiar face in Formula 1, but as a bold new force ready to make its mark. Joining the wave of excitement were 2025 F2 Monaco Grand Prix winner Kush Maini, Formula 1 legend Jenson Button, global auto enthusiast Alex Hirschi (SuperCar Blondie) and Indian F1 racer and motorsport enthusiast Karun Chandhok, who amplified the moment with energized reactions – captivated by the sonic connection between Sting Energy and the roar of Formula 1. Their involvement added credibility to what many had dismissed as coincidence, showing it was something much more deliberate. Without any official announcement or clear branding, people started to wonder quietly: could Sting Energy have been part of Formula 1 all along? The frenzy reached its peak at the Monaco Grand Prix, where F1 fans and influencers from around the world were seen recording the races, reacting in real-time as Sting Energy's now unmistakable sonic signature revealed itself within the raw, high-octane roar of the track. Making the discovery, world-renowned DJ and record producer, Armin van Buuren said, "As a longtime F1 fan, I was revisiting some engine sounds in the studio when one frequency stood out, it almost sounded like 'Sting.' At first, I thought it was a coincidence, but the more I listened, the more melodic it became. It's a great reminder that inspiration can come from the most unexpected places – even a car racing down the track." Jenson Button, 2009 F1 World Champion driver, added, 'I've spent my entire life around Formula 1 – from the garage to the podium, and everywhere in between – and I thought I'd experienced every nuance the sport had to offer. But, when Armin played that engine clip and pointed out what he heard, I was genuinely surprised. I played it back and... There it was. 'Sting.' Clear as day. It's strange, but also kind of brilliant – how something so familiar can hide in plain sight for so long. Once you hear it, you can't ignore it.' Commenting on the roar, Vandita Pandey, VP Marketing at PepsiCo, International Beverages, Energy, said, 'Sometimes the most powerful brand moments aren't manufactured – they're discovered. This wasn't just about launching a campaign; it was about listening to culture and amplifying what fans already felt. This partnership is more than regular sponsorship, it's sonic alignment. Sting Energy didn't just join Formula 1, it revealed it had always been there, embedded in the thrill, hidden in the sound; and now, the world knows. The brand officially takes its place on track with a future of vigorous fan experiences ahead.' Jonny Haworth, Director of Commercial Partnerships, Formula 1, said, 'Formula 1 has always been about more than just speed - it's about emotion, energy, and the sensory experience that comes with every race. This partnership with Sting Energy taps into that energy in a fresh, creative way. It's a celebration of the power of sound, and how culture and sport continue to collide in exciting new ways.' With this partnership, Sting Energy will now supercharge fan experiences across 21 races– through immersive brand experiences, co-branded products, on-pack promotions, and digital storytelling. Breaking away from the traditional sponsorship route, Sting Energy approached this collaboration in a way only it can – by tapping into the power of sound. In a sport where audio is emotion, physics, and adrenaline all at once, Sting Energy transformed a shared sensory experience into an unmissable brand moment. As part of the partnership, Sting Energy will now supercharge fan experiences across 21 races - through immersive brand activations, co-branded products, on-pack promotions, and digital storytelling. PepsiCo, today, announced the groundbreaking multi-year global partnership with Sting Energy as the Official Energy Drink of Formula 1.
