Let’s start with the name, STING. Great name for an energy drink. And it stands out in a category that is bursting at the seams.
And now to its campaign by Leo Thailand – a turbo-charged video that captures the electrifying thrill of getting more done in record time. Silly, supaglued to the product promise and made for bite-sized attention spans. Brilliant.
The campaign features 18 rapid-fire clips that show people from all walks of life supercharging their daily routines, from chilli pickers to grocery packers, rappers and kickboxers. It launched in July 2024 and ran throughout 2025. Six more instalments will launch before year-end with the help of Bangkok production company Player 2.
Yutana Jitcharoongphorn, chief marketing officer at STING parent, Suntory PepsiCo Beverage (Thailand), stated, “Thailand’s energy drink market is fiercely loyal to legacy brands, so STING had to do more than show up – it had to own these split-second moments to help people see that STING means energy.”
The brand has undergone unstoppable growth over the past five years, with key markets including India, Pakistan, Egypt, Vietnam, and Thailand.
Nutthawut Amkamsong, associate creative director, Leo Thailand, added, “We took inspiration from internet memes by creating fast, fun and super-short videos, each only six-seconds long – perfect for Gen Z attention spans, but long enough to make the product unforgettable. Whenever you see speed and fun like this, it must be STING.”
Research suggests that people’s attention spans have shrunk measurably in the past two decades: some studies suggest Gen Z’s average attention span is eight seconds versus millennials’ 12 seconds. Armed with this insight, Leo Thailand worked with Publicis Media Thailand to secure six-second media slots that would beat the scroll in a market where people spend 5 hours on average per day on their smartphones.
With the help of AI-powered media targeting, It Must be STING targets specific audience segments, from students to Muay Thai fans and farmers. It has achieved 750 million total views across social and digital platforms in Thailand alone, and has been adapted for six Southeast Asian countries including Vietnam, the Philippines, Malaysia, Cambodia, Laos and Myanmar.
Credits
Client: Suntory PepsiCo Beverage, Thailand [STING Thailand]
Marketing Director for Energy, MLC and Digital: Yutana Jitcharoongphorn
Senior Marketing Lead: Gutzee Segura
Chief Marketing Officer: Anawat Sangkhasap
Digital Marketing Manager: Wiratchapong Chantapan
Marketing Manager Hydration and Energy Drink
Senior Brand manager: Nuwat Maytaprechakul
Creative Agency: Leo Thailand
Executive Creative Director: Titipun Tubthong
Associate Creative Director: Nutthawut Amkamsong
Creative Director: Kaiwan Teanngam
Art Director: Sutprasert Juntabua
Copywriter: Naravit Hongsamut Copy
Group Account Director: Warin Waiyavut
Account Director: Ratchada Rujiworakulthong
Account Executive: Patcharaporn Wansumrit
Head of Strategy: Vibhu Harnvarakiat
Associate Strategic Planning Director: Sireerat Wasukhan
Strategic Planner Supervisor: Chattamachote Sesavej
Strategic Planner Executive: Wisharat Rattanataymee
Content Director: Patsanun Jeenanat
Influencer Management Manager: Yatichaphat Kittiwitchaowakun
Influencer Management Specialist: Kannit Saisa
Project Manager: Chavakorn Leelakul
Design Director: Chutamas Pothong
Graphic Designers: Apirak Jadrit, Rungsimunt Rujirekrungsima
Multimedia Designer: Krittakan Chaiyadum
Digital Content Manager: Kanokporn Oonsalee
Media Agency: Publicis Media Thailand
Media Planning Director: Jittinan Jotikabukkana
Associate Media Planning Director: Ekkaphop Chuengkul
Senior Hybrid Planner: Damisa Sae-lim
Production: Player 2 Production
