Design agency Stormbrands has collaborated with PepsiCo to unveil a new variant of the popular energy drink, Sting, called Blue Thunder, catering to the Gen Z demographic in Pakistan. Positioned strategically between carbonated soft drinks and energy drinks, Sting is identified as one of PepsiCo’s fastest-growing beverage brands.

To ensure the success of Sting Blue Thunder without impacting core sales of Sting Red, Stormbrands implemented a creative concept dubbed ‘Charge the day.’ This concept aims to convey a sweet, invigorating lift that propels consumers beyond the ordinary, making them feel fully charged.

Stormbrands rejuvenated the visual identity system of the entire Sting portfolio, adopting a product-centric approach for brand harmony and flexibility tailored to market nuances. The redesign encompasses product visuals, a range of atmospheric backgrounds, a distinctive lightning treatment, and intensified refreshment cues.

Rajat Sachdeva, Global Senior Marketing Manager, Energy, PepsiCo International Beverages, commended Stormbrands, stating, “Stormbrands has been a great partner, providing strategic thinking, solid execution, and seamless coordination with our key markets to deliver impactful creative assets for Sting.”

This collaboration signifies a dynamic step in the evolution of PepsiCo’s Sting brand, ensuring it remains at the forefront of the evolving beverage landscape while maintaining its appeal to the discerning Gen Z audience.