STING and THE SHOUT GROUP bring F1’s electrifying energy to Malaysia and Singapore

In conjunction with the Formula 1® Singapore Airlines Singapore Grand Prix 2026 and Formula 1® Gulf Air Bahrain Grand Prix in Malaysia 2026, THE SHOUT GROUP is collaborating with STING to launch a Formula 1® seasonal campaign that celebrates the spirit of speed.

Beginning with a simple discovery that “F1® sounds like STINGGG”, the campaign GET. SET. STINGGG showcases the brand’s role in turning the electrifying feelings of F1® into something that everyone can experience together. The idea of ‘electrifying feelings’ is the driving force behind the campaign, coming to life in the visual language. Across social and digital channels, retail, and on-ground activations, the brand promises one thing: F1® race energy and STING are one and the same. With this campaign, the brand invites people into the world of STING by creating moments to be experienced, shared, and remembered together.

Jennifer Lee, PepsiCo’s Head of Marketing for Malaysia & Singapore, said: “STING is actively working to strengthen our position in the iconic world of Formula 1®. With GET. SET. STINGGG, we have a bold and distinctive way to share the spirit of speed with consumers. THE SHOUT GROUP understood how to build up this regional platform while retaining a locally relevant expression. We hope that everyone can experience the personality of STING x F1® for themselves!”

THE SHOUT GROUP – as the brand’s local agency partner – built an exciting campaign from the ground-up for Malaysia and Singapore, including digital strategy, content creation, and event planning.

Syahriza Badron, Managing Director at THE SHOUT GROUP, said: “With such a strong strategic starting point in GET. SET. STINGGG, our challenge was then finding ways to make it feel immediately relevant to the local market, while preserving what makes platform distinctive globally. Our work was then guided by this simple rule: Invite consumers into the world of GET. SET. STINGGG by connecting the experience across all touchpoints.”

A prime example of this was for the STING CIRCUIT, an on-ground activation where consumers could physically step into rather than walk past. Run over two locations in Peninsular Malaysia, the STING CIRCUIT gave consumers a taste of the spirit of speed with exciting race-themed activities and exclusive branded merchandise to take home.

In retail, limited-edition F1® packaging “Berry Blast” and “Gold Rush” showcases excitement, speed, and adrenaline, representing the electrifying boost that STING gives consumers. Available nationwide in all channels, while stocks last.

Credits
PepsiCo Malaysia
Head of Marketing, Malaysia & Singapore: Jennifer Lee
Marketing Brand Lead (Non-Carbonated Beverages), Malaysia & Singapore: Thomas Chin
Marketing Brand Lead (Carbonated Soft Drinks), Malaysia & Singapore: Eng Chee Jiang
THE SHOUT GROUP
Co-owners: Shaun Tay & Ong Shi Ping
Managing Director: Syahriza Badron
Executive Creative Director: Wang Ie Tjer
Creative Director: James Voon
Associate Creative Director: Chung Ru Zen
Senior Art Director: Chong Woey Shin
Copywriters: Zaffira Zakuan, Haziqah Halim
Group Business Director: Loong Sheng Mae
Brand Director: Kong Pooi Ling
Brand Manager: Kimberly Cheong
Event Agency: Dex Ventures