Sting finds its need for speed with new F1 campaign

PepsiCo's Sting is stepping on the gas in Malaysia and Singapore with "GET. SET. STINGGG", a Formula 1 (F1) campaign by Malaysian agency THE SHOUT GROUP.

Built from the observation that "F1 sounds like STINGGG", the campaign turns the rush of race day into an experience fans can share, with "electrifying feelings" shaping its visual language and creative expression.

Timed around the Formula 1 Singapore Airlines Singapore Grand Prix 2026 and the Formula 1 Gulf Air Bahrain Grand Prix in Malaysia 2026, the campaign spans social and digital channels, retail and on-ground activations, connecting the energy of F1 with the energy drink's brand identity.

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In Malaysia, the campaign comes to life through 'STING CIRCUIT', an activation designed to draw consumers into the race-day world rather than simply walk past it. Held across two locations in Peninsular Malaysia, the experience featured race-themed activities and exclusive Sting merchandise for fans to take home.

The campaign also extends into retail through limited-edition F1-themed packaging for Sting's Berry Blast and Gold Rush flavours. The packs are available nationwide across all channels while stocks last.

As Sting's local agency partner, THE SHOUT GROUP developed the campaign from the ground up for Malaysia and Singapore, covering digital strategy, content creation and event planning. Dex Ventures served as the event agency.

"Sting is actively working to strengthen our position in the iconic world of Formula 1," said Jennifer Lee, head of marketing for Malaysia and Singapore at PepsiCo. "With GET. SET. STINGGG, we have a bold and distinctive way to share the spirit of speed with consumers. THE SHOUT GROUP understood how to build up this regional platform while retaining what makes it locally relevant."

"With such a strong strategic starting point in GET. SET. STINGGG, our challenge was finding ways to make it feel immediately relevant to the local market, while preserving what makes the platform distinctive globally," said Syahriza Badron, managing director of THE SHOUT GROUP. "Our work was guided by a simple rule: invite consumers into the world of GET. SET. STINGGG by connecting the experience across all touchpoints."

Sting became the official energy drink of Formula 1 in May 2025, as part of a wider deal in which PepsiCo is an official partner of the sport until 2030, alongside Gatorade and Doritos. 

The tie-up was kickstarted with a viral moment in which DJ Armin van Buuren shared that he could hear the sound of "Stinggg" in the roar of an F1 engine, the same idea this campaign is built on.

Locally, the campaign lands as F1 returns to Sepang for the first time since 2017, with brands such as KitKat also revving up their own race-week pushes. It gives brands such as PepsiCo an opportunity to leverage their existing F1 partnership to deepen its presence in the market. 

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