Sting Energy Drink by Suntory PepsiCo Beverage (Thailand) Company Limited—manufacturer and distributor of beverages under the Suntory and PepsiCo brands in Thailand, has been honored with the SMARTIES™ Thailand 2025 Award, organized by MMA Global (Marketing and Media Alliance), a world-renowned authority in marketing and digital technology, the awards recognize excellence in modern, innovative marketing campaigns that make a significant impact in Thailand’s marketing industry. Sting Energy Drink garnered recognition in two award categories, winning the Gold Winner award in the Short or Long Form Video category for the campaign “It Must Be Sting” and the Silver Winner award in the Brand Purpose / Activism category for the “Restination Campaign”. Winning these awards reaffirms the brand’s strength and Sting Energy Drink’s unwavering commitment to creating marketing campaigns rooted in genuine consumer insight, while delivering experiences that are both compelling and meaningful to Thai society.

Mr. Yutana Jitcharoongphorn, Senior Vice President of Marketing at Suntory PepsiCo Beverage (Thailand) Company Limited, said “As a modern energy drink with a bold hybrid making its mark in the intensely competitive Thai energy beverage market, Sting Energy Drink aims to build awareness and differentiation through strategies that combine deep consumer insights with creative communication technologies, while reinforcing the brand’s identity through fun and energetic experiences that resonate with Thai lifestyles and culture, fostering meaningful relationships and delivering memorable consumer experiences, which drive long-term engagement and brand loyalty. Sting Energy Drink is not only an energy booster that helps consumers tackle every day’s challenges, but also inspires them to pursue their passions, fuel the courage to follow their aspirations, and unlock their potential to its fullest at every pivotal moment in life. The SMARTIES™ Award we have received marks a significant encouragement and a testament to the brand’s success in crafting marketing campaigns that resonate strongly with Thai consumers.

The “It Must Be Sting” campaign highlighted Sting’s role as an energy drink that fuels vitality and unlocks consumers’ full potential, equipping them to seize every pivotal moment of truth. The campaign featured a series of 6-second short-form videos inspired by popular online MEMEs, perfectly aligning with the humor, pace, and lifestyle of today’s target audience. Delivered in a fast-paced, exaggerated, and entertaining style, the content embodied the persona of the “Sting Generation,” emphasizing the brand’s modern and energetic character that resonates with young consumers who value creativity and vibrant lifestyles. To amplify the campaign’s impact, Sting leveraged TikTok, the leading platform for young consumers’ trends, transforming it into a powerful driver of influence over digital-era consumer behavior. In addition, AI-driven analytics were leveraged to enhance the campaign, enabling real-time data analysis and strategy optimization to ensure precise targeting and maximum engagement. By seamlessly combining creativity with cutting-edge technology, the campaign elevated Sting’s brand communication, delivering a truly impactful, forward-thinking, and dynamic brand experience.

The “Restination Campaign: Refuel Your Spirit, Arrive Home Safely” was creatively designed and executed to enhance road safety and reduce accidents during the 2025 Songkran festival. As a modern energy drink with a bold hybrid that delivers both an energizing kick and refreshing fizz when it matters most, Sting established rest stops for travelers at 11 participating PT service stations along the stretch of Mittraphap Road in Nakhon Ratchasima, allowing travelers to recharge and refresh during their journeys. Drawing inspiration from Thai beliefs and superstition, the campaign crafted creative and engaging travel experiences, capturing attention and delivering a compelling call to action that encouraged road safety and responsible driving during the Songkran festival. At 11 designated Sting Pit Stops, travelers had the opportunity to recharge with Sting Energy Drink, enjoy a relaxing massage, and receive a sprinkle of holy water to bless them with a safe and auspicious journey. The campaign exemplified creativity by integrating Thai beliefs, vibrant energy, and positivity to deliver a uniquely Thai experience, while reinforcing Sting’s true spirit as a modern energy drink committed to delivering positive energy to Thai consumers and the wider society.

The SMARTIES™ Award 2025 honored the year’s most outstanding, creative, and impactful marketing campaigns that demonstrated remarkable innovation, data-driven technology strategies, and measurable business impact. All entries underwent a rigorous evaluation process conducted by a distinguished panel of cross-industry experts to ensure that the winning campaigns distinctively exemplified creativity, strategic effectiveness, and meaningful impact. The award reaffirmed the capabilities of Thai marketers and their potential to shine on the global stage.