How Sting is using Formula 1 to win Gen Z attention

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TL;DR:

Sting is moving beyond traditional ads by using Formula 1 sound cues, creator content and social media participation to make the brand part of internet culture. The campaign matters because it shows how youth marketing is shifting from passive brand recall to fan-led discovery and shareable experiences.

Article:

PepsiCo India’s Sting is shifting its marketing from conventional ad placement to internet-culture participation, using its “Sound of Sting” campaign to link the energy drink with Formula 1 fandom, creator content and social discovery.

The campaign builds on Sting’s Formula 1 association by turning the roar of an F1 engine into a sonic brand cue. Fans are asked to spot the “stinggg” sound across reels, influencer posts, online ads and cinema placements, then tag the brand for a chance to win Formula 1 Grand Prix tickets.

“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.”

The timing matters. Formula 1’s global fan base reached 826.5 million in 2024, up 12% from 2023, according to Reuters. That growth has made F1 a magnet for youth-facing consumer brands seeking attention beyond television spots.

For Sting, the larger bet is that brand assets now need to travel through communities, not just media plans. The campaign uses sound as a repeatable memory trigger, but its real strength lies in participation: fans search for it, remix it and spread it.

PepsiCo, which generated nearly $92 billion in net revenue in 2024, is using Sting to test a sharper playbook for youth marketing in India: fewer static logo moments, more cultural signals built for platforms where attention is earned, not bought.