Kicking off from early August and running for six weeks, the campaign features a series of press and outdoor ads targeted primarily at mums who are the primary fridge-stockers for their households.
Britvic said the campaign maintains Tango’s infamous irreverent tone, with the press ads centered on the idea that Tango has been to rehab and come out clean – free of the shackles of artificial colors and flavors. The print and outdoor executions take the form of certificates awarded from rehab centers around the world, proving that Tango has cleaned up its act.
One, from The Beryl Ford Clinic, certifies that Orange Tango has undergone a strict rehabilitation course for dependency on artificial colors and flavors. Another, from The Friary, proves that Apple Tango is a reformed character, no longer using unnatural colors or flavors. A third, from the Willows centre in Arizona, declares that Cherry Tango has successfully completed a detoxification course.
As part of the press component, the soft drinks maker said the certificates will be stitched into key weekly and monthly titles that appeal to Tango’s core audience of mums in their 40s – for example Closer, Heat and OK magazines. The campaign will also be supported by consumer sampling.
Mums have become increasingly conscious of both their own and their families’ health so it’s important for us to shout about the fact that we’ve addressed this by removing artificial flavours and colours from the Tango range, said Peter Kirby, brand director, carbonates at Britvic.
The new campaign is also fitting with the inventive, irreverent and creative attitude that Tango is renowned for, allowing us a deliver a strong message to consumers over the key summer selling period.
Tango also has a new pack design and bottle shape, which its makers claim reflects Tango’s updated natural credentials and a more contemporary image. In addition, a new Citrus flavor has been launched.
Fruit carbonates continue to play a key role in the soft drinks mix…and Britvic is committed to reinvigorating the category and driving the rate-of-sale of Tango, said Peter Kirby.
Available in 500ml PET bottles and 300ml cans, the Tango range comprises of Orange, Apple, Cherry and Citrus flavors. Citrus and Orange flavors are also available with no-added-sugar.
