Britvic is starting its next wave of marketing, relaunching and
expanding Still Tango and taking Orange Tango back on to television for
the first time since 1995.
The company, which has doubled its ad spend to pounds 9m this year, will
spend pounds 3m on a TV campaign created by HHCL & Partners.
The new campaign will take advantage of the election and urge people to
vote for Orange Tango.
The brand will feature in the first commercial break on Channel 5 on
March 30. The campaign adopts Tango’s typical tongue-in-cheek approach,
claiming Orange is the original and best and it is unhappy with the
flavours which it considers to be new pretenders to the throne.
David Atter, marketing manager for Tango, said the strategy will ensure
that, outside the cola market, Tango is the first choice of
consumers.
It has concentrated advertising on the other flavours over the past year
and now wants to focus on Orange. He said the company has adopted an
18-month cycle with the flavours, in terms of TV advertising. In May,
Tango plans to relaunch its ’Still’ variety and expand from just Orange
to include the Lemon, Blackcurrant and Apple flavours.
The product has been reformulated to include more fruit juice and the
bottles have been redesigned by Wickens Tutt Southgate. It will be
advertised on TV later in the year.
Atter said Tango is looking to add a mass-scale brand to the somewhat
niche ’natural drink’ category. This sector is considered to offer
excellent growth opportunities, especially beyond the original carton
products.
To build multi-pack sales, Tango will put one million ’Jammy Cash Cards’
in the packs, giving customers a chance to win money from a pounds
100,000 prize fund.
The cards contain a number for the ’Tango Bank’ and callers get three
chances to guess the PIN and draw up to pounds 250 a day from the Tango
account.
Britvic announced last year it was planning to invest pounds 124m in the
brand to enable it to take Tango to the size of Pepsi by 2001.
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