Sting Energy Drink by Suntory PepsiCo Beverage (Thailand) Company Limited is leveraging its global partnership as the Official Energy Drink Partner of Formula 1 to create immersive experiences for Thai consumers. Through its Experience-Led Marketing strategy, the brand brings Formula 1 closer to audiences by transforming motorsport thrill into accessible, hands-on engagements. The effort reinforces Sting Energy’s positioning as an energy booster that empowers consumers to tackle challenges and reach their goals with confidence.
Formula 1 has expanded beyond motorsport into a global platform blending sport, lifestyle, and entertainment. Through this partnership, Sting Energy connects with modern consumers by turning screen-based racing entertainment into direct, real-world experiences. The campaign draws on core motorsport values—speed, precision, focus, and performance under pressure—to inspire audiences.
Interactive Activations Bring Formula 1 Speed to Siam Square
To execute this strategy, Sting Energy hosted the “Get Set Sting Experience” on July 25–26 at Center Point Siam Square. The event introduced interactive zones designed to simulate key elements of professional racing. Visitors participated in the Sting Simulator Zone, featuring a motion-effect Formula 1 racing simulation with realistic audio where drivers reached virtual speeds exceeding 375 km/h.
In addition, participants tested their instincts at the Race Start Challenge Zone, simulating a Formula 1 starting grid to measure reaction speeds. The event concluded at the Photo Experience Zone, where visitors captured stylized racing headlines alongside Sting. Mr. Yutana Jitcharoongphorn, Senior Vice President of Marketing at Suntory PepsiCo Beverage (Thailand) Company Limited, stated,
“This partnership reflects Sting Energy Drink’s commitment to creating Global-to-Local Relevance by bringing a world-class experience like Formula 1—one of the most renowned speed competitions followed by audiences worldwide—closer to Thai consumers. Our goal is to create meaningful brand experiences that allow consumers to engage directly with the brand, while also driving engagement, sparking conversations, and building lasting relationships with consumers over time.”
Sting Expands Reach Across Bangkok Landmarks
Beyond the central event space, the campaign extended engagement through “Sting on the Streets of Bangkok”. This initiative paraded a full-scale Sting Formula 1 race car model across major city landmarks to increase brand visibility in public spaces and bring consumers closer to the race car model.
Sting Energy continues to develop marketing experiences designed to connect Formula 1 culture with everyday Thai lifestyles. Updates on upcoming brand activities remain available through Sting Thailand official channels.
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