With the global energy drinks category surging, PepsiCo joined forces with STORMBRANDS to launch Sting Blue Thunder — an electrifying new variant targeting Gen Z consumers in Pakistan. The campaign’s mission: introduce energy and confidence with a refreshing lift that powers people through their day.
What makes Sting Blue Thunder different?
Positioned between soft drink and energy drink, Blue Thunder brings a sweet, vibrant flavor built for new occasions. STORMBRANDS defined its role in PepsiCo’s lineup to ensure success without overlapping Sting Red — giving it a distinct personality within the energy space.
‘Charge the day’: The creative spark
The campaign centers on the idea of ‘Charge the day’ — a call to action that transforms refreshment into empowerment. The visual world explodes with lightning energy, bold hues, and sleek typography to capture the thrill of being “fully charged.”
Global system, local power
STORMBRANDS developed a globally aligned, locally adaptable identity system for Sting — including product visuals, lightning cues, and flexible layouts to match regional energy levels and pack formats. This glocal approach keeps the brand consistent yet culturally relevant.
From OOH to screen: an electrifying rollout
In partnership with Bolder Creative, STORMBRANDS delivered a high-voltage TVC for the launch in Pakistan, supported by OOH and digital content. The work fuses flavor, motion, and emotion — earning 100% unaided recall and high engagement among Gen Z audiences.
Global growth on the horizon
Following strong local performance, Sting Blue Thunder is now expanding to key markets including India. By balancing glocal strategy with creative consistency, PepsiCo and STORMBRANDS are setting a global blueprint for energizing youth culture through design.
FAQs about this campaign
What is Sting Blue Thunder?
Sting Blue Thunder is PepsiCo’s latest energy drink variant launched in Pakistan — created with STORMBRANDS to appeal to Gen Z through bold flavor, design, and glocal marketing.
What’s the concept behind the campaign?
‘Charge the day’ — a creative idea symbolizing the refreshing, uplifting burst that helps consumers operate at full energy and confidence.
How did STORMBRANDS differentiate Blue Thunder from Sting Red?
By defining distinct flavor and occasion-based roles, ensuring Blue Thunder’s success without cannibalizing the core Sting Red variant.
How was the campaign executed?
Through a cohesive visual identity system, global-to-local asset bank, and a TVC co-produced with Bolder Creative, complemented by OOH and social media visuals.
What results did the campaign achieve?
Consumer testing showed strong and sustained viewership, 100% unaided brand recall, and high emotional engagement across markets.
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