Sting Energy, a brand under PepsiCo, and an official partner of Formula 1, launched a promotional film on 3/12, introducing its collaboration with Mercedes-AMG Petronas F1. The film, featuring an F1 race car and the distinctive "Stingggg" sound derived from engine noises, created a unique and familiar effect. This conveyed the spirit of speed, youthful energy, and breakthrough performance that both brands aim for.
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Images showcasing the collaboration between Sting Energy and Mercedes-AMG Petronas F1 spread across social media. Photo: Sting Energy |
Images showcasing the collaboration between Sting Energy and Mercedes-AMG Petronas F1 spread across social media. Photo: Sting Energy
The launch quickly generated widespread buzz both internationally and in Vietnam, attributed to its creative use of cultural and sensory touchpoints. Singer Thanh Duy described the collaboration as very interesting, expressing curiosity about the experiences the two brands will deliver. Social media personalities popular with youth, such as Duc Anh Pham, Vu Thinh, and Hoa Xu, along with prominent car enthusiast Tiktoker Thai Hoa 88, all expressed excitement over how Sting Energy transformed sound into a vivid brand identifier.
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Singer Thanh Duy expressed interest in Sting Energy. Photo: NVCC |
Singer Thanh Duy expressed interest in Sting Energy. Photo: NVCC
In parallel with its social media reach, Sting Energy extended this partnership into real-world activations through a series of outdoor projections at prominent landmarks. On the evening of 9/12, images of Sting Energy and the Mercedes-AMG Petronas F1 team illuminated the Saigon Marina IFC Tower along the Saigon River. Utilizing modern LED projection technology, the tower became a canvas, embodying the spirit of speed and energy from the collaboration, creating memorable moments for audiences in TP HCM.
The activity in TP HCM is part of an Asia-wide series of events designed to launch the strategic partnership between Sting Energy and Mercedes-AMG Petronas F1. By integrating technology with distinct local cultural touchpoints, Sting Energy demonstrates a step forward in redefining the brand experience, thereby attracting and increasing its connection with the public.
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Images of Sting Energy and the Mercedes-AMG Petronas F1 team illuminated the Saigon Marina IFC Tower on the evening of 9/12. Photo: Sting Energy |
Images of Sting Energy and the Mercedes-AMG Petronas F1 team illuminated the Saigon Marina IFC Tower on the evening of 9/12. Photo: Sting Energy
Eugene Willemsen, Chief Executive Officer of PepsiCo's International Beverages division, stated, "The partnership with Mercedes-AMG Petronas Formula 1 affirms both parties' shared commitment to optimal performance, innovation, and superior quality. These values define the identity of both organizations." He also noted that beyond Sting Energy, PepsiCo has two other brands, Gatorade and Doritos, partnering with F1. This integrates PepsiCo into the culture of high-speed racing, energizing both athletes and fans.
Toto Wolff, Chief Executive Officer and Team Principal of Mercedes-AMG Petronas F1, commented that a corporation with a strong brand portfolio like PepsiCo joining the partner ecosystem demonstrates the appeal of the team and the sport overall. "The PepsiCo brand fully aligns with our philosophy of pursuing maximum competitive performance through innovation and quality excellence. This collaboration not only supports our racing efforts but also enhances the experience for our global fanbase," said Toto Wolff.
The partnership with Mercedes-AMG Petronas F1 marks a new direction for Sting Energy in brand building and storytelling: connecting with consumers through multi-sensory experiences that evoke emotion and stimulate engagement. The brand anticipates this collaboration will continue to deliver exciting experiences at upcoming races for both general audiences and the speed-loving community.
According to company announcements, alongside Sting Energy, PepsiCo products are enjoyed over one billion times daily by consumers in more than 200 countries and territories worldwide. In 2024, PepsiCo recorded nearly 92 billion USD in revenue, primarily from its diverse portfolio of convenient foods and beverages, including brands like Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product portfolio features a wide array of beloved food and beverage items, many of which achieve estimated annual retail sales exceeding 1 billion USD.
Diep Chi
