GLOBAL – In a hyper-saturated media landscape where brands fight for fleeting attention, Sting Energy is challenging conventions by harnessing the power of sound to drive cultural relevance and deep fan engagement. Through its groundbreaking Sound of Sting campaign, the PepsiCo energy drink brand is igniting a cultural movement at the heart of the global Formula 1 phenomenon.
As Formula 1 continues its rise in global pop culture, Sting seizes the moment with perfect precision. The campaign arrives at full throttle, capitalizing on growing fan excitement and leveraging the sport’s cultural momentum. Rather than inserting itself into the noise, Sting synchronizes with it by embedding its sonic identity in the very moments fans value most.
At the center of this initiative is The Sound of Sting, a high-frequency signature audio cue derived from the roar of a real Formula 1 engine. More than a jingle or motif, this sound becomes a powerful cultural signal: a branded audio trigger that sparks recognition.
“This isn’t just another campaign with a soundtrack,” said Vandita Pandey, Vice President, Marketing, International Beverages – Hydration and Energy, PepsiCo. “Sound is identity. It’s how today’s youth connect, react, and belong. By transforming the emotional jolt of an F1 engine into a signature Sting cue, we’re not just marketing — we’re engineering experience.”
One of the campaign’s most exciting components is a fan-first activation inviting users to “spot the sound” in everyday content. Whether embedded in influencer reels, digital content, or in-theatre advertising, fans who hear the distinct “stinggg” are encouraged to tag the brand and share their discovery. In doing so, Sting flips the traditional broadcast model on its head by creating a campaign that lives through user exploration.
Reactions have poured in — with creators and influencers like Nayandeep Rakshit, Arjun Madan, Shiv Khandelwal, Mayonair, and Miles Gallery sparking a wave of conversation in the comments. From fans tagging friends to creators urging followers to “listen up,” the Sound of Sting is fuelling a scroll-stopping comment trail. All tagged with #F1SoundsLikeSting, passive viewing is turned into participation.
