Britivic’s Tango has launched a new campaign which includes a series of brave TV spots celebrating the iconic soft drinks brand’s ability to refresh. Their first activity in four years features two TVCs featuring new character, ‘Tanguru’, who is summoned by awkwardness and rescues teens from sticky situations.
Tango’s campaigns are known and loved for their bold, irreverent British humour. The new ads, created by VCCP, are no different, featuring toe-curlingly awkward moments that are quickly extinguished with some wise words from the Tanguru and a refreshing can of Tango.
The latest data shows that younger consumers are the fastest growing age group buying low and no sugar fruit carbonates. Alongside the new TV campaign, airing from the 23rd May, Tango also has a new brand look and feel and has developed three new sugar free flavours.
The campaign also includes cinema and a bespoke social activation helping to bring a new generation into the brand. The new marketing activity is the biggest spend the brand has seen in eight years, with sampling, digital and in-store accompanying the new campaign.
Ray Patterson, Britvic brand director, said: “Tango has a big personality and we’ve always been bold with our humour and tone. While the brand remains a firm favourite with current Tango drinkers, we want to extend its appeal to new audiences. And we’re confident our new ads will really resonate with them.”
Mark Orbine, executive creative director VCCP Blue added: “Tango is a legendary brand that pushed the boundaries of advertising 20 years ago. But to a new teen generation, who don't know anything of orange slapping bald men or Ray Gardner’s speech, we had to do something to make a splash in the fruit carbonates category. Now the hit of real orange is replaced by the hit of our Tanguru. She appears in sticky situations appearing with sage refreshing solutions. Shot by Tom Kuntz, our film spots will let a new generation know that Tango is a blast of brave, bold orange craziness when they need it most.”
Creative Agency: VCCP
Creative Director: Mark Orbine
Copywriter: Liam Wilson
Planner: Rachel Walker, Sarah Mason, Lucy Allen
Business Director: Ed Maxwell
Agency Producer: Elliot Liebermann
Senior Account Director: Simon Mills-Houlihan
Account Executive: Alexandra Prew