‘By day we obey. At night we let go.’

PepsiCo’s STING^® Unveils a Multi-Market Creative Platform With Fred & Farid Paris.

PepsiCo’s STING® MENA launches its new 2026 region-wide creative platform titled ‘مولعين الليل في — By Day We Obey, At Night We Let Go’.

With this rallying cry, STING® and creative house Fred & Farid Paris ignite a seven-market campaign that transforms everyday routine into a night-time power-up.

Built on the insight that Gen Z across MENA navigates the tension between daytime expectations and nighttime self-expression, STING® positions itself as the spark that ignites that switch.

“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.” Karim Mohsen, CMO, PepsiCo AMESA.

The Campaign

Rolling out across Lebanon, KSA, Iraq, UAE, Algeria, Jordan and Libya throughout 2026, the campaign spans film, OOH, social, digital takeovers and live activations.

Inspired by the idea that nights in the region are not hidden subcultures but the heartbeat of a new creative economy, the campaign reframes everyday spaces: parking lots become dance floors, rooftops turn into galleries. Phone screens become stages.

Rather than simply celebrating nightlife, STING® maps a living ecosystem of artists, crews, and audiences reshaping MENA’s cultural identity after dark.

Directed by James F. Coton (Let’s Vibe Social), the film fuses cinematic ALEXA footage with scrappy GoPro POVs, glitchy VHS textures, and AI‑generated elements from [Ai]magination. The 65-second anthem launches with market-specific edits designed to feel hyper-local yet culturally unified.

More than 50 social-first assets extend the platform, designed for snackable, music-driven distribution that mirrors how Gen Z plans their nights.

The campaign marks a major step in STING®’s regional expansion, reinforcing its position between soft-drink accessibility and full-energy intensity.

The Sound of STING®

Music is central to the platform’s localisation strategy.

Each market features exclusive STING® tracks developed with established local artists. Lebanese artist Al Walid Hallani leads the launch, featuring both in the soundtrack and on-screen for Lebanon and Jordan.

The campaign taps into a broader cultural moment, ‘مولعين الليل في — By Day We Obey, At Night We Let Go’ lands at a time when Gen Z across MENA are visibly shaping a renaissance in music, art, and nightlife. From underground producers to digital tastemakers, a generation is building its own after-dark language, hybrid, unapologetic, and regionally proud.

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

Source: Fred & Farid Paris

  Advertising, Campaign, Fred & Farid, FRED & FARID Paris, Marketing, MENA, PepsiCo, STING