When launching Sting, a new energy drink, in the Egyptian market, simply talking at consumers wasn’t going to cut it against the energy drinks giants. As an affordable energy drink attempting to infiltrate a market of overpriced, imported alternatives, we had to change the perception of energy drinks from an ultra-occasional luxury to an everyday boost. The opportunity to do so was in acknowledging the reality of everyday life in Egypt and the unique hurdles people encounter on a daily basis, thus highlighting a need and daily occasion for the product.

We created an engagement campaign in which we celebrated the daily feats of heroism every Egyptian partakes in to simply get through the day. After a highly successful TV campaign, we went to the Egyptian streets to find real people going about their normal daily activities and reminded, celebrated and rewarded them for being ’Everyday Heroes’.

Just a few months after launching in the Egyptian market, Sting not only became a household name, it also became the market leader with almost 55 % market share; expanding the energy drink market by a whopping 400 times. In fact, the brand sold more cans in 3 months than what the entire category had managed to sell in the previous 6 months.