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Tango is ramping up focus and relevance around its core orange flavour this month, with the launch of its multi-million pound ‘Outrageously Orange’ campaign. Set to showcase the Outrageously Bold side of Tango Orange, the TV ad runs from today and shines a light on a soft drink staple known to many as ‘the most powerful flavour on the streets’. The campaign is designed to resonate with young adults through a mischievous tone, driving reconsideration, footfall and purchase in-store.

The ’Outrageously Orange’ advert is set in a prison, with Tango Orange smuggled inside by an inmate. Once discovered, the drink is confiscated and tested by the warden who discovers that the flavour of Tango Orange is so bold, that it compels even the strictest officials to start spontaneously dancing.

‘Warden’ is the second film from the ‘dangerously potent flavour’ brand platform, which continues driving differentiation for Tango Orange by reasserting its powerful taste compared to generic orange fizzy drinks. The brand platform kicked off last year with the launch of the ‘bust’ campaign.

As the third biggest fruit flavoured carbonates brand, Tango has seen its sales triple over the last five years[1], solidifying the brand as a firm favourite already. With orange being the number one flavour in this category[2], the ‘Outrageously Orange’ campaign will ensure that Tango Orange is front of mind over the summer months, a key sales period for soft drinks.

Ben Parker, Retail Commercial Director at Britvic, comments: “Our Outrageously Orange campaign represents an opportunity for retailers to maximise their fruit flavoured carbonate sales with a well-known and trusted brand like Tango. It’s been a great start to the year, with big limited edition launches like Tango Mango and Tango Blast. The Outrageously Orange campaign marks the next step in the brand’s support for the trade, with Tango Orange’s bold flavour and personality helping to drive footfall and sales in- store.”

Encouraging shoppers to ‘Get Tango’d’, the Warden film will run across TV, Video on Demand and Online Video. In addition to this the campaign will include social content across TikTok, Instagram and Outdoor posters across the country that will run until August. The campaign will also be supported with outrageously bold activation & POS across retailers, as well as a sampling campaign.

[1] NielsenIQ RMS, Total Coverage inc Discounters GB, Value Sales/Value % Chg. Vs. YA, MAT W.E.20.04.24.

[2] NielsenIQ RMS, Total Coverage inc Discounters GB, Value Sales, MAT W.E.20.04.24

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