STING x BRAND BUILDER KHELIK 3EL 9ERS

The global energy drink market is on a rapid ascent, boasting an impressive 8% growth worldwide. In the heart of this energy surge, PepsiCo Morocco has set its sights on dominating the market with its latest addition, Sting. The mission is to democratize the energy drink culture by offering Sting at an unprecedented price point of just 6 MAD, making it the most affordable option in the market.

“We are not only democratizing energy drinks in Morocco, we are basically creating the category and addressing a daily need” Salah, CEO VBM Morocco.

The challenge for the Sting team is nothing short of audacious—replicating the incredible success of energy drinks in Egypt and Thailand right here in the Moroccan market. With a daring goal of capturing the leadership position, the team is ready to embark on an exhilarating journey.

Energy drinks have not traditionally been popular in Morocco, primarily due to historical price barriers and a lack of effective communication within the category. To achieve their ambitious business objectives, the team at PepsiCo Morocco recognized the need to recruit new consumers and challenge traditional consumption habits. Their strategy involved creating innovative moments for Sting consumption, positioning it as a daily companion for studying or working, and igniting a new era of energy.

“So we came up with a creative campaign and went against the creative grain of the category to establish sting as an accessible, democratic, energy drink for everyday use because, at the end of the day, people don’t want to become super humans nor do they need wings people are just struggling to finish the day and they need an energy drink that doesn’t cost a fortune” Abdellah, Creative strategist Brand Builder.

The creative execution of this game-changing campaign leveraged Moroccan cultural insights, recognizing the value placed on being alert, or « 3LA L9RSS. » Sting was presented as the ultimate energy drink that keeps you sharp, focused, and ready to conquer your daily challenges. The tagline « KHLIK 3LA L9RSS » encapsulates the core message of the campaign, highlighting Sting as the go-to choice for those seeking an energy boost to stay on top of their game.

“One of the biggest activations launched was the street activation, through a van circling all big cities and making a stop at universities, call centers to make the target taste Sting and live an energetic experience, through games and power contests.” Achraf, Senior account manager Brand Builder.

For the big launch, we worked on 2 films that gathered more than 70K likes and the target related to the situations we created since it was inspired from their lives and full of insights.

Working on this brand, we faced another challenge, building a distinctive visual universe for STING, with visual elements we can own and build up on, while still using RED and not being confused for COCA-COLA.

“Red is a competitors color, owned by the leader in the CSD category, the ambition is to create a vibrant energetic universe that we can own and build up on”. Rajae, Artistic director Brand Builder.

We can’t share key numbers, but let us tell you that creativity is there, and that we’re on track to achieve the business goals!