Marketing Southeast Asia

Energy drink STING debuts six-second video blitz to capture Gen Z audiences

by Aliza Carmona

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November 11, 2025

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Thailand – STING has teamed up with Leo Thailand to roll out a fast-paced video campaign that captures the thrill of speed and productivity in bite-sized clips aimed at short attention spans.

Titled “It Must Be STING”, the campaign comprises 18 rapid-fire videos portraying people from different walks of life—from chilli pickers and grocery packers to rappers and kickboxers—all shown powering through their daily routines with renewed energy.

The campaign builds on research suggesting that attention spans have significantly declined over the past two decades, with some studies indicating Gen Z’s average attention span at eight seconds compared to millennials’ 12 seconds.

Drawing on this insight, Leo Thailand collaborated with Publicis Media Thailand to secure six-second ad placements designed to capture attention in a market where consumers spend an average of five hours daily on their smartphones.

Using AI-powered media targeting, “It Must Be STING” reaches distinct audience segments, including students, Muay Thai fans, and farmers. To date, the campaign has generated 750 million views across social and digital platforms in Thailand alone and has been adapted for six Southeast Asian markets — Vietnam, the Philippines, Malaysia, Cambodia, Laos, and Myanmar.

Nutthawut Amkamsong, associate creative director at Leo Thailand, shared, “We took inspiration from internet memes by creating fast, fun and super-short videos, each only six seconds long – perfect for Gen Z attention spans but long enough to make the product unforgettable. Whenever you see speed and fun like this, it must be STING.”

Launched in July 2024, the campaign will continue through 2025, with six additional installments set to be released before the end of the year in collaboration with the Bangkok-based production company Player 2.

Yutana Jitcharoongphorn, chief marketing officer at Suntory PepsiCo Beverage (Thailand), said, “Thailand’s energy drink market is fiercely loyal to legacy brands, so STING had to do more than show up – it had to own these split-second moments to help people see that STING means energy.”