Sting empowers women to ‘energise lazy men' at home in bold campaign
Energy drink brand Sting has launched a bold, yet humorous, campaign titled Lazy Helpline in collaboration with IMPACT BBDO and BBDO Pakistan to 'energise lazy men at home'.
The brand identified an unexpected challenge in the market: people weren't drinking Sting at home. While Sting had long been a staple of out-of-home consumption, fueling commutes, street-side hangouts, and late-night study sessions, it remained largely absent inside the home. The brand identified this gap as a growth opportunity, not just for itself, but for the entire energy drink category.
'When you already own 92 percent of the market, growth doesn't come from taking share, it comes from growing the category,' said Hakima Mirza, Senior Director Marketing at PepsiCo Pakistan. 'We plan to do this by creating in-home consumption occasions for Sting.'
To tackle this challenge, Sting tapped into a familiar tension in many households: men who are energetic outside their homes often become lazy once they are back inside of it.
Rather than speak to them directly, Sting shifted its focus. For the first time in the brand's history, Sting targeted women — the ones who have to live with these lazy men at home, men who delay and deny every chore.
Sting created an effortless hotline to help women take control. A single call to the Lazy Helpline triggered the arrival of a fully branded Sting Lazy Squad at the door, armed with bottles of Sting and a zero-tolerance policy for doing nothing. The squad didn't just deliver energy, they delivered a moment of change.
The campaign came to life through branded delivery vans, reimagined e-commerce bundles called Lazy Kits, and influencer kits that paired bottles of Sting with chore lists.
It was a fully integrated push that brought the experience into homes, screens, and conversations, placing Sting squarely at the centre of in-home disruption. The campaign was proof that category growth doesn't always need a new product — sometimes, it's about shaking up the ordinary.
'The Lazy Helpline campaign is a reflection of how insight-led storytelling can reshape not just messaging, but brand behavior. By giving the audience a new role and a new voice, Sting has strategically stepped outside its traditional lane to create something genuinely fresh and culturally specific,' said Ali Rez, Chief Creative Officer, IMPACT BBDO MENAP.
Sting's Lazy Helpline marks a shift in Sting's voice, tone, and audience. By stepping inside the home and speaking directly to women, the brand did something it had never done before. And in doing so, it redefined where energy can show up and who gets to activate it.
Syed Hamza, Creative Director at BBDO Pakistan, concluded, 'The idea was simple. We flipped the hero. Instead of marketing to the lazy, we gave power to the ones affected by them,. That's what made it feel real, funny, and honestly, kind of overdue.'
CREDITS:
Client: Sting / PepsiCo
Advertising agency: BBDO Pakistan / IMPACT BBDO
PR agency: BBPR Pakistan
Film production: Rock n Roll
Digital production: Grey Density
Media agency: Starcom
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