Mercedes-AMG PETRONAS F1 Team has rolled out a campaign '#F1SoundsLikeSting' to highlight its partnership, which kicks off in 2026 with PepsiCo's Sting Energy.

The campaign consists of a film. The film centres on the Mercedes-Benz Silver Arrow breaking the news of its partnership with the PepsiCo brand itself. As the car lines up for a lap, a voice teases the reveal: Want to know who we’ve partnered with? Listen closely. The film ends with the engine’s roar morphing into a clear STINGGGGGG before the film cuts to the announcement.

What we think about it: The film leans entirely on the car’s engine note as the reveal, which is a clever hook but feels stretched once you realise there’s no deeper narrative or visual payoff. It lands the announcement cleanly, in a short span, yet the creative could have pushed harder to deliver something as high-octane as the partnership it’s hyping. Also, the announcement of the partnership was made months ago, so the momentum should have been built then.

Toto Wolff, team principal and chief executive officer, Mercedes-AMG PETRONAS F1 Team, said, “Welcoming a company with a portfolio as strong as PepsiCo’s into our partner ecosystem is another sign of the strength of our team and our sport. As a brand, they align perfectly with our ethos of chasing ultimate performance through innovation and excellence. Gatorade’s expertise in sports science, Sting’s youthful energy, and Doritos’ cultural relevance each bring something unique. Together, they create a partnership that not only supports our team’s performance but also enhances the experience for our fans around the world.”

Richard Sanders, chief commercial officer, Mercedes-AMG PETRONAS F1 Team, added, “We’re delighted to welcome PepsiCo to the team. Their expertise in this sector will help us deliver great experiences for our guests and fans at the track and beyond. It’s a partnership that adds real value to how we operate day-to-day and how we connect with people around the world.”

Eugene Willemsen, chief executive officer, international beverages, PepsiCo, said, "This partnership unites performance, energy, and flavour under one banner - connecting three of PepsiCo’s most iconic brands with the world’s most successful Formula 1 team. Through Gatorade, Sting, and Doritos, we’re inside the culture of the sport, fueling both the athletes and the fans who live for the thrill of F 1. Partnering with Mercedes-AMG PETRONAS Formula 1 Team reflects our shared commitment to performance, innovation, and excellence - values that define both our organisations.”