Sting Energy Drinks 'Lazy Helpline' Brings Home the Energy

Sting, the energy drink brand with a commanding 92 percent market share in Pakistan, has launched a bold new campaign titled Lazy Helpline, designed to tackle an unexpected challenge: people weren’t drinking Sting at home.

The campaign, launched in collaboration with BBDO Pakistan and IMPACT BBDO. tapped into the insight of 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.

While Sting had long been a staple of out-of-home consumption, fuelling commutes, street-side hangouts, and late-night study sessions, it remained largely absent inside the home, where tea and cola continued to dominate. 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”

Sting’s Lazy Helpline is an effortless hotline created to help women take control. One call would trigger the arrival of a fully branded Sting Lazy Squad at their 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. Proof that category growth doesn’t always need a new product - sometimes, it’s about shaking up the ordinary.

“The idea was simple. We flipped the hero. Instead of marketing to the lazy, we gave power to the ones affected by them,” said Syed Hamza, creative director at BBDO Pakistan “That’s what made it feel real, funny, and honestly, kind of overdue”

“The Lazy Helpline campaign is a reflection of how insight-led storytelling can reshape not just messaging, but brand behaviour. 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 at IMPACT BBDO MENAP.

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. And in doing so, it redefined where energy can show up and who gets to activate it.