STING NightlifeRepositioning
Moving an energy drink out of the gym and into the night — and taking share while doing it.
STING was winning on price and losing on meaning.
The brand had strong distribution and a loyal daytime user, but it was read as a functional energy hit — something you drank before a shift or a workout. In a category where three competitors were spending harder on the same functional promise, there was no reason to reach for STING over anything else on the shelf. The ask was to find territory nobody else owned, and make it unmistakably ours.
Own the hours the category ignored.
Everyone was selling energy for work. Nobody was selling it for the night — the gigs, the late shifts, the drive home at 2am, the second half of the day people actually look forward to. We built the brand world around that window: a nightlife identity with its own colour behaviour, its own light, and a visual language that only made sense after dark.
Art direction, key visual, and the system underneath.
I led the visual development from territory boards through to the master key visual, then built the system that let it survive contact with reality — TVC frames, OOH, POSM, social cutdowns and retail. That meant defining how the palette behaved under different lighting, how the logo held on a dark field, and how a regional team could produce on-brand work without me in the room.
market share increase attributed to the nightlife repositioning.
The territory outlived the campaign — the nightlife system became the brand’s default visual language for the following cycle, and the same framework was reused across Mirinda and 7UP activations.