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Number 1 is brand leader in Vietnam Energy Non-CSD (Carbonate Soft Drink) market. Sting is the 1st mover in Energy CSD category that teenager fel… Read More
Number 1 is brand leader in Vietnam Energy Non-CSD (Carbonate Soft Drink) market. Sting is the 1st mover in Energy CSD category that teenager fell in loved with the formula of strawberry flavor plus carbonating. The challenge is to create the competitive idea that allows Number 1 enter in Energy CSD with an impactful image appearance. The ideation that more focus in "Carbonated Strawberry drink" brings viewer into the definitely world of strawberry gas exploration with strong category color linking and become to be the teenage-lover. Read Less
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Number 1
Energy drink for teenager
In 2003, Pepsi Vietnam joined the battle with Pepsi's Sting Energy (strawberry flavor). Sting fell in regular energy soft-drink market but "win by accident" when teenage fell in loved the formula of strawberry flavor plus carbonating, then Sting quickly became the 1st mover and brand leader in Strawberry Energy drink category.
In 2008, THP - who own Number 1 - offered us a challenge to create the competitive idea in Vietnam's Strawberry Energy drink category. We responded the challenge with the solution which was more focus in "Real Carbonated Energy drink" than "Strawberry drink" of Pepsi. Finally it really works.