Britvic is rolling out a brand-new marketing campaign to support its sugar-free Tango range. Titled ‘Sticky situation? Time to Tango’, the £1.2m campaign aims to portray humorous, awkward situations to drive awareness and relevance within the 16 – 24 year-old market and ultimately help drive further sales for retailers.
The two creatives, one for TV and the other for cinema, will see the first introduction of the Tanguru, played by Funny Women Champion, Thanyia Moore. The Tanguru bursts into awkward moments, freezing time to offer Tango drinkers advice on how they can ‘style out’ their situation. The iconic brand will leverage the distinctly British personality and irreverent humour that people have come to know and love, with the addition of a modern makeover designed to resonate with younger audiences.
Phil Sanders, GB Commercial Director, At Home for Britvic, comments: “While the brand remains a firm favourite with current Tango consumers, we want to drive appeal with new shoppers with a new comms platform that will really resonate with them. The Tanguru TV campaign – alongside our new options – hits the mark for this key demographic whilst staying true to the brand DNA, which customers have come to know and love. With the brand back on TV this summer, Tango will be front of mind for shoppers, creating a fantastic sales opportunity for retailers.”
With sugar free options growing at a volume of +8% year on year, the new offering presents retailers with an opportunity to drive sales by expanding their range in this area and adapting to changing customer demands.
The TV campaign, which airs from 23rd May, will run over a period of four weeks and will be bolstered by sampling, digital and in-store activation campaigns. All new sugar free flavours – Strawberry & Watermelon, Tropical and Orange – are available in price-marked pack formats, exclusively for the convenience and wholesale channels.
 Nielsen Scantrack, Total Coverage, Volume % Chg vs. YA, 52w/e 16.02.19, Sugar Free as defined by Soft Drinks Industry Levy