"It must be Sting â Energizing Fun for Thai People's Culture!"
Background In 2024, Sting launched a new energy drink in Thailand, aiming to capture the attention of Gen Z in a competitive market. Traditionally, energy drinks in Thailand are perceived as products for hardworking individuals striving to overcome challenges. This perception doesnât resonate with Gen Z, who value creativity, authenticity, and fun. Additionally, Thai advertising regulations posed challenges, prohibiting Sting from using its iconic âlightningâ symbol or showcasing traditional consumption shots. To complicate matters further, Gen Z generally dismisses typical advertising, making it essential for Sting to innovate and connect with this audience in new ways.
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