Tango is focusing on its core flavour, Dark Berry, this summer with the launch of a £2 million campaign, ‘Dangerously Potent Flavour’. Set to drive engagement among shoppers, through Tango’s bold and mischievous personality, the campaign is designed to appeal to younger Gen Z consumers with a humorous and action-packed TV advert that will tell the nation to, ‘Get Tango’d’.
The TV campaign went live on the 15th April in the opening episode of Britain’s Got Talent, showing a world where Tango Dark Berry has a dangerously powerful flavour, with such an intense effect on users that authorities want it banned. Tango Dark Berry is the hero throughout the campaign, following its launch in April 2021, as a core flavour which was named the number one fruit flavoured carbonate during that year1. It is now worth £13m retail sales value, growing +26% vs last year2.
The ‘Dangerously Potent Flavour’ campaign will ensure Tango and its bold taste is front of mind over a key period for soft drink sales, particularly encouraging younger people to choose the brand more often. The campaign will run from April through to June 2023 and features Dark Berry, with limited edition Tango Paradise Punch featuring in a digital campaign in June. The multi-channel marketing drive will run across TV, digital, social and have influencer support. Tango Dark Berry and Paradise Punch are available to buy in multiple formats for different occasions across channels.
Featuring the popular Dark Berry Sugar Free flavour – the new campaign continues promoting healthier consumer choices as part of Britvic’s Healthier People sustainable strategy.
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