Sting energy drink takes unconventional route with Movie-Style Promotions

Sting, PepsiCo India's carbonated energy drink, is expanding its horizons by appearing on posters typically reserved for movies in cinema multiplexes and on standees inside PVR theaters. These posters promote 'Dart', claimed to be India's fastest thriller film, with a runtime of two minutes and 15 seconds. Ankit Singh, Leo Burnett’s EVP of strategy and planning head, north, shared  images on LinkedIn.

Leo Burnett began working with Sting after securing the PepsiCo India creative account in 2022. While these promotions may not be for an actual movie but rather for Sting's upcoming commercial, it signifies a unique marketing approach. Traditionally, energy drinks have been associated with extreme activities like cliff cycling, skydiving, or staying awake all night. However, brands are now exploring unconventional tactics, such as movie-style promotions, to engage consumers.