Sting Energy hijacks Formula 1 hype with sound-first fan chase

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Sting Energy is flipping the script on Formula 1 (F1) marketing by turning the roar of an F1 engine into a cultural calling card and inviting fans to chase the sound.

PepsiCo’s high-voltage brand is hijacking culture with its latest "Sound of Sting" campaign, a sonic-led activation designed to fuel curiosity, community and conversation around the world’s fastest sport.

Dropped just as Formula 1 dominates global headlines, the campaign sees Sting use sound — not visuals — as its shortcut to attention. The brand has seeded its signature “stinggg” audio across reels, influencer content and unexpected touchpoints, encouraging fans to spot it, tag it and win big.

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The big play? Discovery as distribution. Instead of pushing ads, Sting is making fans hunt down the sound and turning passive scrollers into sonic explorers. Each “stinggg” becomes a shareable Easter egg, with creators such as Nayandeep Rakshit and Miles Gallery fuelling the buzz on Instagram under the #F1SoundsLikeSting tag.

“This isn’t just another campaign with a soundtrack,” said Vandita Pandey, vice president, marketing, international beverages – hydration and energy, PepsiCo.

“Sound is identity. It’s how today’s youth connect, react, and belong. By transforming the emotional jolt of an F1 engine into a signature Sting cue, we’re not just marketing — we’re engineering experience," added Pandey.

"Sound of Sting" comes as PepsiCo locks in a multi-year global partnership with Formula 1, kicking off in 2025. The deal puts Sting Energy, Gatorade and Doritos on the F1 grid with rights spanning the 21-race calendar, trackside ads, fan activations and branded content.

Backed by F1’s 1.6 billion-strong global audience, the tie-up aims to supercharge fan experiences and drive Sting deeper into racing culture. For Sting, now the official energy drink of F1, the sonic-first campaign is just one part of PepsiCo’s wider play to embed its brands in moments that matter on track and beyond.

Gatorade joins as the official sports drink and an official partner of F1 Sprint while Doritos comes on board as the official savoury snack partner.

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