With an impeccable career of 31 wins and the title of world’s youngest Olympic boxing medalist, UK boxing legend Amir Khan faced a setback after being knocked out by Canelo Alvarez. The news claimed that he was finished as a boxer.

At a time when nobody backed Khan, because they all thought his career was over, Sting decided to remake the boxer's reputation and to re-energize him back into the ring. Tapping into Khan's Pakistani heritage, Sting invited him to Pakistan and showcased an entire city as a gym and its people as coaches. The Mughal city of Lahore, and its residents, stepped up. The connection made sense also because Pakistanis are known for their resilience even in the face of disasters and calamities.

A digitally led campaign by the name of #StingChallenge was launched, inviting Pakistanis to challenge and train Khan back into the ring.

Following a short teaser, an online film was launched that marked the beginning of Khan's #StingChallenge. The film showed the boxer training in the old city of Lahore using unconventional means: parkour on the rooftops of this old Mughal city, training with local wrestlers, jumping over rickshaws, shadowboxing with clotheslines. The film ended with a call to action: "Dare to challenge Amir Khan".

Following the video every week a challenge post would be created which called out the digital audience to help train Khan by giving him challenges. The audience came up with incredibly creative challenges using local techniques (such as boxing to the tune of a traditional drum beat) and Khan met them head-on.

Khan performed a total of 6 challenges that were high in demand. The consumer promotion rewarded top 5 winners with tickets to Amir's next fight.

Remake The Boxer" is one of the most successful campaigns PepsiCo has ever run. It not only firmly re-established Sting in the market as an energy drink, with a boost in credentials by 6 massive points, the online film alone gained a cumulative of 16 million views online and was the fastest to 10 million views in PepsiCo's history. Total impressions crossed the 100 million mark.

In a complete knockout of the competition, sales increased by an incredible 30 PERCENT during and following the campaign. Sting is now the BIGGEST selling energy drink in the country.

The brand's efforts also brought back Amir Khan into the boxing ring, and against all odds, he won his comeback fight within 39 SECONDS. Not only had we remade a brand, we had also re-energized a boxer back into the ring.

"Remake The Boxer" was the perfect PR story: a down-and-out boxer asking to be brought back into the ring with the help of an audience coaching him in the city of his heritage. User-generated content on social media contained challenges for UK boxer Amir Khan in order to help him train in the old city of Lahore, which he was invited to use as his gym.

Khan responded directly to popular tweets by taking on challenges, generating even more content from the public, and an unprecedented level of PR for the brand.

Our BHT reports showed that Sting was not being perceived as an energy drink, but as a carbonated soft drink. Due to this misperception our target audience was not engaged with our brand. Our research also indicated that the highest users of energy drinks were found online.

We built on the strategic insight that for Pakistanis, energy translates to power and stamina, and sportsmen playing physical sports are perceived as having a lot of energy.

So we picked an athlete who was once considered a powerhouse of energy, but had lost his sting after having lost a major fight, and decided to re-energize him. Something that our energy drink does best.

The campaign was targeted towards 18-23 year old sports enthusiasts, and was always designed to be highly interactive, involving the viewer directly in Amir's re-energizing regimen rather than have them be bystanders.

Sting, an energy drink, was suffering from an image problem: it was being considered by consumers as a simple "soft drink" and not a beverage that boosts energy. This was hurting sales.

In a dire need to change its image into a top-of-the-line energy drink, Pepsico required an integrated campaign that re-established Sting's positioning.

The objective of the campaign was to make sure that consumers recognize Sting as an energy drink, leading to an increase in sales. A secondary goal of developing social media following was set.