Sting® Energy is redefining brand storytelling with its Sound of Sting® campaign, transforming a signature sound into a cultural signal and a moment into a movement. The campaign, supported by a partnership with Formula 1®, combines immersive storytelling, innovative sonic branding, and social-first activation to create a masterclass in new-age marketing. By placing sound at the center of the experience, Sting® not only advertises and activates.
At the heart of this disruption is a sharp, immersive, audio-led promo that cuts through the noise, turns heads, and pulls fans deeper into the high-octane world of F1. The idea is simple but electric. Whether in a social scroll or a digital moment, Sting® is transforming every ‘if you can hear it’ into a ‘you might just live it’ moment.
With its disruptive use of sound and immersive storytelling, Sting® has ignited a full-blown cultural moment, bringing fans closer than ever to the adrenaline-fueled world of F1 – a chance to be part of something bigger, faster, louder. Fans are already responding in droves. From audience sharing their reactions to creators urging followers to “listen closely,” the campaign has sparked a wave of content across platforms.
The brand’s collaboration with Formula 1 and its feature in the film sparked excitement among local fans, who expressed pride in seeing a well-recognized brand in a premium global spotlight. Many were interested in trying Sting® themselves, inspired by the energy associated with their favorite motorsport drivers. These reactions have amplified the sound’s virality, weaving together surprise, discovery, and a shared cultural buzz — all powered by The Sound of Sting®.
PepsiCo Asia Chief Marketing Officer Bernard Cheng commented on the campaign: “Sting® ‘s collaboration with Formula 1 brought a bold, genre-breaking moment that blurred the line between entertainment and marketing. It resonated strongly with Filipinos, especially Gen Z, with many expressing pride in seeing a brand they know locally mentioned alongside their favorite motorsport series.”
The Sound of Sting® is a brand identity — a sharp, high-pitched sound created from the roar of a real F1 engine and elevated into a bold sonic signature. With The Sound of Sting®, the brand sets new benchmarks for immersive, culture-first marketing. No longer just a product or a campaign, Sting® has become a recognizable audio cue that fans now associate with speed, excitement, and unforgettable moments.
From the grid to the scroll, from the sound to the scream, Sting® is racing ahead, one cultural pulse at a time. Because once you hear Sting®, you can’t unhear it.
