Brief Explanation

With Pepsico still holding the number two spot in the energy drink category, they wanted to top the number one energy drink in the country, Cobra Energy Drink. The issue of Manny Pacquiao’s alleged use of performance enhancing drugs resurfaced was used to cause a commotion; the public was enraged as expected. The vague #PacquiaoPositive hashtag trended online in a matter of hours, causing many a speculation. News programs took notice as the controversy took a turn for the worse, accompanied by speculative articles online and on print. To temper the chaos, Pacquiao was asked to reply to the issue. A television commercial simultaneously played during various showbiz programs in different local networks, showing Pacquiao’s press conference revealing that he was indeed “positive”…for Sting PowerPacq. #PacquiaoPositive trended once more but instead, elicited positive reactions. The integrated materials made a significant commotion, especially with the online community. The trending topic #PacquiaoPositive caught on, trending twice in a span of a few days, both during the teaser and launch phases. And for the first time in its history, Pepsico sold 24,000,000 cases of Sting in the span of a month, all due to the successful Sting PowerPacq campaign.