The encyclopedia · Advertising & PR · Marketing decision · 2025
Sting hijacked ads' fast disclaimers to demo its energy — and won a Lynx Grand Prix
Sting bought the slots after rivals' rapid-fire disclaimers and revealed the famous disclaimer voice drinks Sting; brand identification rose 74%.
Sting
The solution
Sting, Pakistan's #1 energy drink, competed in a category where every brand claimed speed, power and unstoppable energy. Another spot making the same claim would be noise; the brief was to make the claim undeniable.
The team found the one media moment everyone shared: the lightning-fast disclaimers at the end of Pakistani commercials, read by a single iconic voice, Momin Khan. Sting bought the slots immediately after those disclaimers and revealed that Khan drinks Sting before recording his lines.
The format did the work: viewers had just endured the sped-up voice, then saw the man behind it powered by Sting. What was usually an annoyance became a setup, and other brands' ads played the role of Sting's demonstration reel.
Results included a 74% boost in brand identification, 50 basis points of value share growth and a 36-percentage-point gain in brand distinction over competitors. The campaign won the Grand Prix in Film at Dubai Lynx 2025.
Why it worked
- The disclaimer is an unavoidable shared moment, so every ad break became Sting's stage.
- Using the real voice artist made the claim feel true instead of staged.
- The media placement did the creative work, so rivals paid for Sting's demo.
- 'Speed' was shown, not claimed, which made it stick.
What can be applied
When every competitor claims the same benefit, own the shared overlooked moment in the media format. Proof beats claims, and borrowed attention is free.
Aftermath
The hijack became one of the most awarded MENA campaigns of the year, taking the Film Grand Prix and a Gold at Dubai Lynx 2025, and was credited with strengthening Sting's position in Pakistan's energy drink market.
Sources
- Speedy Disclaimer Hijack — Campaign
- SPEEDY DISCLAIMER HIJACK — Entry
- All the Grand Prix campaigns at Dubai Lynx
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