Sting’s new campaign leverages the excitement around the two beloved Marvel characters, Deadpool and Wolverine, delivering a buzzworthy twist that fans won’t want to miss.

In fact, the campaign looks like a rather smart hijacking.

Sting’s flavours, distinguished by its bold yellow and red flavours, capture the essence of the high-octane action and humour of the film.

The vibrant yellow and red cans of Sting will stand out and complement the dynamic backdrop of Deadpool and Wolverine’s adventures.

Gold Rush promises a zest-filled citrus punch that embodies the energetic and fearless nature of the iconic character Wolverine.

The red flavour, Berry Blast, delivers a powerful surge of humour and unpredictable charm akin to the irrepressible Deadpool, who dresses in a very recognisable red suit.

Ads for Sting are placed right after ads for “Deadpool & Wolverine” across approximately 10 digital screens across the Klang Valley, reaching a daily audience exceeding 10 million people.

The ads feature the iconic Sting Gold Rush, which has a unique taste and is mildly carbonated as well as the tasty Sting Berry Blast, a funky alternative flavour with a hint of sweet strawberry goodness.

The Sting flavours appear in ads alongside the “Deadpool & Wolverine” movie, creating a juxtaposition that highlights the bold, adventurous spirit of both brands.

This campaign aligns with Etika’s efforts of jiving with popular culture, as exemplified in recent collaborations with Astro Shaw’s “The Experts” which were leveraged for Mirinda and Calpis.