Latest news with #LazyHelpline
Express Tribune
04-08-2025
- General
- Express Tribune
Sting's Lazy Helpline flips the
Sting, Pakistan's most dominant drink in its category, had already conquered the streets. However, a surprising blind spot awaited it inside the house as most people didn't think they needed a boost at home. While Sting had become the fuel of choice for street-side hangouts, late-night study sessions, and long commutes, it wasn't finding its way into the fridge. Tea and cola continued to dominate in-home routines. And in a market, it already led, this was the one place Sting hadn't broken into. The brand leaned into a culturally familiar insight, one that had never really been addressed by any drink in the category. Outside the home, people stayed active, productive, always on, but inside, things changed. Tasks were delayed, to-do lists ignored, and home became a zone of creative procrastination. Especially for men. Sting didn't just acknowledge the problem. It flipped the script. For the first time in its history, the brand didn't speak to the ones doing the delaying, it spoke to the ones waiting on them. The women. The sisters, wives, and mothers who had dealt with this dynamic for far too long. Sting's Lazy Helpline was a direct line to its "Lazy Squad" - a fully branded crew showing up at doorsteps with Sting bottles in hand and zero tolerance for sitting around. They didn't just bring Sting, they brought a moment of change. The campaign came to life through real home visits, digital dominance, and e-commerce. Branded vans patrolled neighborhoods and influencer kits paired Sting bottles with cheeky chore lists. Lazy Kits became shoppable bundles online and the Lazy Squad brought the idea straight into people's lives. The impact was immediate; surely impossible to miss. People jumped on social media with stories of the Lazy Squad showing up at their doors, snapping photos of the cheeky chore lists, and tagging the lazy ones at home who needed the hint. The campaign struck a chord as it was funny, real, and instantly relatable. On e-commerce, the Lazy Kits sold out quickly, turning the online buzz into real-world action. Sting didn't just get people talking, it got them moving, laughing, and looking at home life a little differently. Sting's Lazy Helpline marks a defining shift in Sting's voice, tone, and audience. By stepping inside the home and speaking directly to women, the brand did something it had never done before. Sting redefined where the boost it promises can show up and who gets to activate it.
Campaign ME
08-05-2025
- Business
- Campaign ME
Sting empowers women to ‘energise lazy men' at home in bold campaign
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,' said Hakima Mirza, Senior Director Marketing at PepsiCo Pakistan. 'We plan to do this by creating in-home consumption occasions for Sting.' To tackle this challenge, Sting tapped into a familiar tension in many households: men who are energetic outside their homes often become lazy once they are back inside of it. Rather than speak to them directly, Sting shifted its focus. For the first time in the brand's history, Sting targeted women — the ones who have to live with these lazy men at home, men who delay and deny every chore. 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. The squad didn't just deliver energy, they delivered a moment of change. The campaign came to life through branded delivery vans, reimagined e-commerce bundles called Lazy Kits, and influencer kits that paired bottles of Sting with chore lists. It was a fully integrated push that brought the experience into homes, screens, and conversations, placing Sting squarely at the centre of in-home disruption. The campaign was proof that category growth doesn't always need a new product — sometimes, it's about shaking up the ordinary. 'The Lazy Helpline campaign is a reflection of how insight-led storytelling can reshape not just messaging, but brand behavior. By giving the audience a new role and a new voice, Sting has strategically stepped outside its traditional lane to create something genuinely fresh and culturally specific,' said Ali Rez, Chief Creative Officer, IMPACT BBDO MENAP. Sting's Lazy Helpline marks a shift in Sting's voice, tone, and audience. By stepping inside the home and speaking directly to women, the brand did something it had never done before. And in doing so, it redefined where energy can show up and who gets to activate it. Syed Hamza, Creative Director at BBDO Pakistan, concluded, 'The idea was simple. We flipped the hero. Instead of marketing to the lazy, we gave power to the ones affected by them,. That's what made it feel real, funny, and honestly, kind of overdue.' CREDITS: Client: Sting / PepsiCo Advertising agency: BBDO Pakistan / IMPACT BBDO PR agency: BBPR Pakistan Film production: Rock n Roll Digital production: Grey Density Media agency: Starcom
