Creative agency THE SHOUT GROUP is collaborating with STING to launch a Formula 1 campaign titled GET. SET. STINGGG, timed to the Formula 1 Singapore Airlines Singapore Grand Prix 2026 and the Formula 1 Gulf Air Bahrain Grand Prix in Malaysia 2026, running across Malaysia and Singapore.
The campaign began with the observation that “F1 sounds like STINGGG.” According to the release, the idea of “electrifying feelings” drives the campaign and comes to life across social and digital channels, retail, and on-ground activations.
“STING is actively working to strengthen our position in the iconic world of Formula 1,” said Jennifer Lee, Head of Marketing, Malaysia & Singapore, PepsiCo.
“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, the brand’s local agency partner, built the campaign for Malaysia and Singapore, including digital strategy, content creation, and event planning.
“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,” said Syahriza Badron, Managing Director, THE SHOUT GROUP.
“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.”
One element of the campaign was the STING CIRCUIT, an on-ground activation run over two locations in Peninsular Malaysia. The activation featured race-themed activities and branded merchandise for consumers to take home.
In retail, the campaign includes limited-edition Formula 1 packaging in two designs, “Berry Blast” and “Gold Rush,” available nationwide 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
