STING ignites MENA nights with Gen Z campaign

The campaign presents a series of everyday locations reimagined as cultural and social spaces after dark, including rooftops, parking areas and digital environments.

PepsiCo's STING has launched a region-wide marketing platform titled مولعين الليل في — By Day We Obey, At Night We Let Go, aimed at engaging Gen Z consumers across the Middle East and North Africa.

Developed with creative agency Fred & Farid Paris, the campaign will run throughout 2026 across Lebanon, Saudi Arabia, Iraq, the UAE, Algeria, Jordan and Libya, spanning film, outdoor advertising, social media, digital channels and live activations.

Campaign explores day-to-night identities

The platform is based on research indicating that many Gen Z consumers in the region balance daytime responsibilities with different forms of self-expression during their leisure time.

STING positions itself around this transition, using nightlife, music and creative communities as central themes throughout the campaign.

Regional culture shapes creative approach

The campaign presents a series of everyday locations reimagined as cultural and social spaces after dark, including rooftops, parking areas and digital environments.

According to PepsiCo, the campaign aims to reflect the role of artists, creators and audiences in shaping contemporary youth culture across the region.

The lead campaign film was directed by James F. Coton and combines traditional cinematography with point-of-view footage, archive-style visual effects and artificial intelligence-generated elements.

A 65-second hero film will be supported by market-specific versions designed for local audiences while maintaining a consistent regional identity.

Music drives localisation strategy

Music forms a key part of the campaign, with individual markets featuring tracks developed in collaboration with local artists.

Lebanese artist Al Walid Hallani features in the launch campaign for Lebanon and Jordan, appearing both in the soundtrack and on screen.

Brand targets cultural relevance

Karim Mohsen, Chief Marketing Officer, PepsiCo AMESA: "Gen Z across MENA tell us they live two lives: by day, they do what they’re told; at night, they become who they truly are. STING® exists for that switch moment. This platform gives them permission to light the fuse."

The campaign includes more than 50 social-first content assets designed for digital distribution and audience engagement across multiple platforms.

Agency highlights cultural focus

Frédéric Raillard, Co-Founder and CEO, Fred & Farid: "We believe brands should feel like culture, not advertising. STING® is that 2 a.m. playlist in a can."

PepsiCo said the initiative forms part of STING's broader expansion strategy across the region, as the brand continues to build its presence within the energy drink category.

www.stingenergy.com

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