STING turns Kimi Antonelli's F1 title into a global fan campaign
PepsiCo's STING launched a global campaign celebrating Kimi Antonelli's Formula 1 title, with portraits by artists from India, Mexico and Vietnam.
STING, the energy drink brand owned by PepsiCo, launched a global campaign celebrating Kimi Antonelli's Formula 1 world championship, focused on the fans who supported the Mercedes-AMG PETRONAS driver through the season. The campaign follows the title win, and the brand describes the achievement as the product of the driver's talent and determination and fans' support at every race.
STING worked with artists from India, Mexico and Vietnam to create portraits of the new champion, with each artist interpreting the energy of the victory through their own culture. The brand published the artworks with a Championship Ode and an official video across its digital channels.
The campaign builds on STING's partnership with Formula 1 as the sport's Official Drink and its tie-up with the Mercedes-AMG PETRONAS team. The company says the campaign aims to bring fans' energy to life through art, through its GET. SET. STINGGG platform focused on high-energy moments in sports, gaming, music and youth culture.
The campaign disclosed no spending or performance figures. It comes as brands increasingly turn to digital content and cultural partnerships to reach younger audiences instead of direct traditional advertising.
What do these terms mean?
Brand campaign: A marketing campaign aimed at building a brand's image and connection with its audience rather than only selling a specific product.
Cultural marketing: Tying a brand to local cultures and arts so its content feels closer to its audience.
Sports sponsorship: A deal in which a company pays to link its name to a sporting event or team.
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