How PepsiCo’s Sting swapped the old marketing playbook for internet culture
For decades, legacy beverage brands relied on a predictable summer formula: launch a star-studded, high-budget TV commercial, flood the local kirana stores, and tell consumers how to beat the heat. Then came Sting. By flipping the energy drink category from an elite Rs 100+ niche lifestyle beverage into a mass-market Rs 20 impulse buy, PepsiCo India didn't just disrupt a…
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