The £1m campaign consists of in-store POS material with strap lines including: ‘Too much Tango makes you hair turn ginger, yes even those ones!' and ‘Too much Tango makes your guffs smell of oranges'. The activity also includes print advertising, PR, and online and social media, which has been created by Bartle Bogle Hegarty.
On the back of the 440ml can, which is larger than the standard 330ml soft drink volume, a voice-activated freephone number is featured. This will give consumers humorous advice on any side effects they might be suffering from after drinking Tango. They will then be given the chance of entering a draw to win prizes including a Sony PlayStation, Sennheiser headphones, a Cannondale Bad Boy 2009 hybrid bike and a Sony iPod docking hifi system.
The activity is in keeping with Tango's recent marketing activity, which has included placing lables upside down on cans. Last November the brand rolled out its ‘Save Tango campaign where it returned to its iconic edgy advertising and portrayed the drink as a British Institution which needed saving.
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