Britvic is planing to trade off Tango’s maverick image by launching a
blackcurrant Tango Still aimed at teenagers.
According to Nielsen figures, blackcurrant accounts for 25% of the still
market by volume, but Tango marketing manager David Atter says brand
leaders Ribena, and the Britvic-owned Robinsons, are missing a large
market.
‘Marketing for the blackcurrant flavour is childish. The flavour can
appeal to 14- to 24-year-olds, but not if you sell it in a carton with a
straw.’ TV ad support is planned for the future. Britvic’s marketing for
Robinsons, which is aimed at families and children, will not be
affected.
The Still Tango launch is part of a major push behind the Tango brand
this year. The marketing team has been expanded, new ads for Tango Lemon
break this week and TV ads pushing Still Tango broke on February 5.
Britvic launched Tango Still Orange in June 1994.
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