Pepsico expands Sting portfolio with new Classic Kick variant

MUMBAI: The buzz is getting a fresh jolt, and this time, it comes with a Classic Kick. Pepsico India has expanded its Sting energy drink portfolio with the launch of Sting Classic Kick, a new variant aimed at giving consumers more flavour choices while strengthening the brand’s presence in India’s fast-growing energy drinks market. To support the rollout, the company has unveiled a high-energy campaign featuring actor Lakshya, backed by a multi-platform marketing push spanning television, digital, social media, influencer collaborations and outdoor advertising.

The campaign film leans heavily into Sting’s signature swagger. Set inside a restaurant, it places Lakshya at the centre of a tense situation that quickly spirals into a stylised mix of action, humour and exaggerated cinematic moments. The result is a fast-paced narrative designed to mirror the bold personality the brand has cultivated among young consumers.

The launch comes as competition intensifies within the energy drinks segment, with brands increasingly looking to differentiate themselves through flavour innovation and youth-focused marketing. PepsiCo says Sting Classic Kick has been developed for consumers seeking greater variety without straying too far from the brand’s familiar high-energy appeal.

The new variant also marks another step in Sting’s efforts to broaden its consumer base while maintaining its position in a category where energy, attitude and shelf visibility often matter as much as the product itself.

Available through modern trade, general trade and e-commerce channels, Sting Classic Kick will be sold in 180 ml cans priced at Rs 30 and 300 ml PET bottles priced at Rs 20.

With a fresh flavour, a cinematic campaign and a growing appetite for energy drinks among younger consumers, PepsiCo is betting that Sting’s latest addition will deliver exactly what its name promises, a little extra kick when the category needs it most.