Sting Espresso
Energy drink brand Sting partnered with motorcycle ride taxi service GrabBike and convenience store 7-Eleven to launch its Sting Cafe Espresso drink to professional bikers in Vietnam.
Challenge:
The $1.4-billion energy drinks market in Vietnam is experiencing double-digit growth and in Sting Cafe Espresso, brand owner PepsiCo was offering a combination of energy drink and coffee, two of the most popular drinks in Vietnam.
Insight:
Sting targeted motorcycle taxi bikers who always needed to be focused, especially post-lunch, with Sting Cafe Espresso’s simple product benefit.
Solution:
Within the Grab app, used by all Grab bikers, Sting sent QR redemption codes for one Sting Cafe Espresso at the nearest 7-Eleven in the post-lunch period and did this for seven days in a row to establish a consumption habit.
Results:
The campaign helped to increase sales of the product in 7-Eleven stores by 328%.