Sting Power, an power drink of PepsiCo, Buy, N.Y., has formally entered the fast-paced world of System 1 as its Official Power Drink Accomplice. This official partnership, sparked by genuine fan curiosity even earlier than the official reveal, started as a viral sound-driven second and has since grown right into a dynamic collaboration — racing from the monitor to screens worldwide, the corporate says.
In a sport like System 1, the place followers obsess over each element, Sting Power tapped into the long-lasting and visceral ingredient of the expertise: sound, it notes. On Might 23, world-renowned DJ and producer Armin van Buuren posted a video unveiling a stunning discovery — the sound of “Stinggg” echoing by the roar of an F1 engine. Whereas isolating audio layers from a race recording, Armin observed an uncanny resemblance between the engine’s pitch and the sonic builds in his music, he shared. The publish piqued international curiosity, as followers, creators, and even F1 icons joined the dialog. And with that, Sting Power surfaced, the corporate says. Not as a well-known face in System 1, however as a daring new drive able to make its mark, it provides.
Becoming a member of the wave of pleasure had been System 1 legend Jenson Button and 2025 F2 Monaco Grand Prix winner Kush Maini, who amplified the second with energized reactions — captivated by the sonic connection between Sting Power and the roar of System 1. Their involvement added credibility to what many had dismissed as coincidence, exhibiting it was one thing far more deliberate, the corporate says.
With none official announcement or clear branding, individuals began to surprise quietly: may Sting Power have been a part of System 1 all alongside? The frenzy reached its peak on the Monaco Grand Prix, the place F1 followers and influencers from around the globe had been seen recording the races and reacting in real-time as Sting Power’s sonic signature revealed itself inside the uncooked, high-octane roar of the monitor, it says.
Making the invention, world famend DJ and file producer, Armin van Buuren mentioned in an announcement: “As a longtime F1 fan, I used to be revisiting some engine sounds within the studio when one frequency stood out, it nearly gave the impression of ‘Sting.’ At first, I assumed it was a coincidence, however the extra I listened, the extra melodic it turned. It’s an amazing reminder that inspiration can come from essentially the most sudden locations — even a automobile racing down the monitor.”
Jenson Button, 2009 F1 World Champion driver, added: “I’ve spent my total life round System 1 — from the storage to the rostrum, and all over the place in between — and I assumed I’d skilled each nuance the game needed to provide. However, when Armin performed that engine clip and identified what he heard, I used to be genuinely stunned. I performed it again and there it was: ‘Sting.’ Clear as day. It’s unusual, but in addition type of good, how one thing so acquainted can conceal in plain sight for therefore lengthy. When you hear it, you possibly can’t ignore it.”
Commenting on the roar, Vandita Pandey, vice chairman of selling at PepsiCo for worldwide drinks and power, said: “Generally essentially the most highly effective model moments aren’t manufactured — they’re found. This wasn’t nearly launching a marketing campaign; it was about listening to tradition and amplifying what followers already felt. This partnership is greater than a daily sponsorship, it’s sonic alignment. Sting Power didn’t simply be a part of System 1, it revealed it had at all times been there, embedded within the thrill, hidden within the sound; and now, the world is aware of. The model formally takes its place on monitor with a way forward for vigorous fan experiences forward.”
Jonny Haworth, director of business partnerships for System 1, added: “System 1 has at all times been about extra than simply velocity — it’s about emotion, power, and the sensory expertise that comes with each race. This partnership with Sting Power faucets into that power in a contemporary, artistic manner. It’s a celebration of the ability of sound, and the way tradition and sport proceed to collide in thrilling new methods.”
With this partnership, Sting Power will now supercharge fan experiences throughout 21 races by immersive model experiences, co-branded merchandise, on-pack promotions and digital storytelling, it notes.
