MANILA, PHILIPPINES – Leading multinational food, snack, and beverage firm PepsiCo‘s integrated marketing communications campaigns with its creative agency DDB MNL won three Silver trophies at the 60th Anvil Awards recently held in Manila Hotel.
These award-winning campaigns include that of Sting energy drink and Gatorade, beverage brands owned by PepsiCo. The “Sting in 3G: Galaw, Galing at Gising sa Mind and Body” campaign won a Silver Anvil each for Best Use of Digital and Best Use of Influencer Marketing, while the Gatorade No Sugar KOL Campaign won Silver for Best Use of Influencer Marketing.
“We are honored to receive these awards. Aside from business results, winning these awards are the best validations that we are on the right track with our IMC campaigns. These inspire us to create more innovative and impactful campaigns that will maximize the potential of our brands,” said Cristina Sim, the Energy & Hydration Senior Brand Manager at PepsiCo Philippines.
For the first campaign, Sting and DDB MNL harnessed a bold, strategic pivot in digital marketing and broke through the clutter with an audience-first approach designed to resonate with a broader demographic. The campaign celebrated the different faces of Hataw Energy (lively energy), namely Galaw (movement), Galing (excellence), and Gising (alertness). Each came with a set of trending TikTok creators with whom Sting collaborated for relevant content that spoke to unique energy needs of the three new audiences.
The campaign became highly successful with Sting’s record-breaking business results. Sting effectively reached its target audience with 74.35 million total reach and 2.76 billion total impressions.
For the second campaign, the Gatorade No Sugar KOL Campaign, the brand implemented a strong influencer-driven strategy. Starting with Box Office Queen and fitness influencer Kathryn Bernardo, who led a record-breaking aerobics class, the campaign increased the product’s reach and credibility. This boost helped Gatorade No Sugar beat its competitors.
With the claim “Most Recommended by Nutritionists and Dietitians” featured in marketing materials, the brand leveraged fitness and medical influencers across macro, micro, and nano levels to create engaging content that resonated with everyday fitness enthusiasts. As a result, Gatorade No Sugar saw significant growth in sales volume and market share — becoming the fastest-growing product in its category.
