Leading soft drinks manufacturer Britvic has launched a new integrated marketing campaign urging consumers to ‘Save Tango’ and its iconic attitude from disappearing from UK shores.
The British brand, famous for its irreverent and provocative marketing campaigns, has suffered in the face of the nation’s increasingly ‘do-gooder’ attitude. However the brand continues to attract a strong following of loyal consumers and performs very highly in consumer preference to market share ratio1, demonstrating its importance and potential within the soft drinks market.
According to Simon Stewart, Marketing Director at Britvic: “Our research shows that consumers love the Tango brand for its taste and everything that it stands for and they would not want to see it go. We’ve launched the Save Tango campaign in response to this, to rekindle that latent love for Tango, to create a national conversation about it and to give fans the opportunity to get involved in securing the future of their drink.
“The fruit carbonates category is significant and Tango holds a 65 per cent blind taste preference over its major competitor2. We are committed to continuing to build the Tango brand and to rejuvenating the category by creating excitement and interest among consumers, and generating value for our retail partners.”
The campaign kicked off with a series of 10-second ‘teaser’ clips designed to create intrigue, spread the news that the Tango is under threat and highlight the campaign.
“The campaign taps into the insight that people feel we’ve all started to take ourselves a little too seriously and have taken being ‘PC’ a bit too far”, explained Simon. “‘Save Tango’ capitalises on this sentiment with a series of humorous and typically Tango ‘on-the-edge’ antics that are set to entertain consumers as well as galvanise their support.”
The Tango range includes Orange, Apple, Cherry, Citrus, and no-added-sugar Citrus and Orange flavours. Even in regular format it is claimed to contain less sugar than a fruit smoothie. The fruit carbonates category is the sixth largest soft drinks category in value, worth £433m and 536m litres in volume – selling eight times more than smoothies (in volume terms)2.
1 Hall & Partners 2008
2 Nielsen MAT to 1.11.08 Take Home Data