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Sting, Remake The Boxer

PepsiCo

Issue 45 | December 2017

Background

Sting was an energy drink with an image problem: it was being considered by consumers as a 'soft' drink. The brand needed to be seen as a serious energy drink. In addition to reaffirming Sting's credentials as an energy drink and driving sales, there was a secondary objective to grow the brand's presence in social media.

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