The new packaging, called ‘Mash Up', targets the 17-25 year old male. Unlike many alternative fruit-based soft drinks which use fruit images on packaging to reflect naturalness, Tango's new look depicts fruit being mangled, crushed exploded, punctured and mauled with graffiti type alongside.
To reflect the humorous nature of the brand, variants such as the cherry flavour use tagline's like ‘We take the prettiest, tastiest cherries. Then we mangle them.' Orange Tango says ‘We win taste contests. Not beauty contests.'
The packaging has been created by Blue Marlin and will run across 330ml cans to 2lt bottles and six packs.
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