In Partnership with Formula 1, Springtime and PepsiCo launch Sting Energy in Mexico

Mar. 06, 2026

Under the concept "Ready, Set, Stinggg!!!" and featuring AC/DC’s iconic song "Thunderstruck," PepsiCo, together with Springtime, launches Sting Energy® in Mexico to ignite the rhythm of everyday life for those who live at full speed.

Sting Energy® is a brand that connects with the speed of real life.

Martín Watson, LATAM Senior Marketing Director, PepsiCo said:

“In every market it enters, it naturally integrates into people’s lives, and Mexico represents a key opportunity to continue accelerating with an intense, accessible proposition that has a global identity."

 

Its presence in Formula 1 and its sponsorship of the Mercedes-AMG PETRONAS Formula One Team have been key to driving its international expansion and reinforcing its identity deeply linked to performance, speed, and a high-performance culture. Sting Energy® arrives with its signature strawberry flavor and is now accessible to everyone at a price of just $10 pesos, providing an energy boost whenever intensity is needed.

Patricio Elfi and Santiago Luna Lupo, Co-founders & CCO of Springtime said:

"To introduce Sting in a market as important as Mexico, we focused on simply communicating the product’s benefits, such as flavor, price, and caffeine, leveraging the partnership with Formula 1, which has enormous relevance in the cultural conversation."

 

This full-funnel campaign will be rolled out throughout the year in different countries in the region, primarily on social media. Activations, promotions, point-of-sale advertising, and media such as TV and out-of-home advertising.

Rainer Strauss, Director of Pepsi, Gepp Mexico stated:

"Sting has a global brand, enormous momentum, and a groundbreaking price. This allows us to energize the category, reach more consumers, and make a strong entry into retail."