Sting created an effortless hotline to help women take control. A single call to the Lazy Helpline triggered the arrival of a fully branded Sting Lazy Squad at the door, armed with bottles of Sting and a zero-tolerance policy for doing nothing.Energy drink brand Sting has launched a bold, yet humorous, campaign titled Lazy Helpline in collaboration with IMPACT BBDO and BBDO Pakistan to ‘energise lazy men at home’.
The brand identified an unexpected challenge in the market: people weren’t drinking Sting at home. While Sting had long been a staple of out-of-home consumption, fueling commutes, street-side hangouts, and late-night study sessions, it remained largely absent inside the home. The brand identified this gap as a growth opportunity, not just for itself, but for the entire energy drink category.
“When you already own 92 percent of the market, growth doesn’t come from taking share, it comes from growing the category
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