Simon Stewart, marketing director at Britvic said: ‘The campaign taps into the insight that people feel we've all started to take ourselves a little too seriously and have taken being "PC" a bit too far. "Save Tango" capitalises on this sentiment with a series of humorous and typically Tango "on-the-edge" antics that are set to entertain consumers as well as galvanise their support.'
The campaign kicks off with a series of short 10-second 'teaser' clips, which have already been seeded out to consumers via YouTube, generating almost 40,000 views in less than a week. A website called savetango.co.uk has also been set up to support the campaign.
According to Tango the brand is under attack from 'poncy smoothies and finger wagging, cordroy wearing, PC brigade.'
Ad agency HHCL created controversial work for the drink, which included an orange faced man slapping a bystander in 1991. The ad was condemned as children began mimicking the slapping craze in playgrounds. Other memorable ads included work for the ‘apple' variant, which utilised the strapline 'kiss my big juicy apples' and also the St George ad used to support Blackcurrant Tango. Since using 'slapping' however, Britvic have been less inclined to feature violence in any form.
Following poor sales at the beginning of 2000's the account was passed from HHCL to CHI. The account moved to BBH in June of this year.
According to Nielsen figures at the end of 2007, the Britvic owned soft drink had suffered a 27% decline in year-on-year sales. The drinks sub-category of fruit carbonates was also down 2% according to the latest Britvic Soft Drinks report.
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