Britvic launches bold new campaign to 'Save Tango'

Tuesday, 25 November 2008

Leading soft drinks manufacturer Britvic has launched a bold new integrated marketing campaign urging consumers to 'Save Tango' and its iconic attitude from disappearing from UK shores.

The new campaign will drive trial and brand awareness of Tango ensuring it's the drink on everyone's lips.

The British brand, famous for its irreverent and provocative marketing campaigns, has suffered in the face of the nation's increasingly 'do-gooder' attitude.

However the brand continues to attract a strong following of loyal consumers and performs very highly in consumer preference to market share ratio, demonstrating its importance and potential within the soft drinks market.

According to Simon Stewart, marketing director at Britvic: "Our research shows that consumers love the Tango brand for its taste and everything that it stands for and they would not want to see it go.

"We've launched the Save Tango campaign in response to this, to rekindle that latent love for Tango, to create a national conversation about it and to give fans the opportunity to get involved in securing the future of their beloved drink.

"The fruit carbonates category is sizeable and significant and Tango holds a 65 per cent blind taste preference over its major competitor. We are committed to continuing to build the Tango brand and to rejuvenating the category by creating excitement and interest among consumers, and generating value for our retail partners," said Simon Stewart.

Based on an original idea by Bartle Bogle Hegarty (BBH), the campaign is designed to raise public awareness of the threat that Tango, a great British institution, is facing - and to rally the nation behind the brand.

The campaign kicks off with a series of short 10-second 'teaser' clips designed to create intrigue, spread the news that the Tango is under threat and highlight the campaign launch date of 24 November 2008.

The three 10-second teasers have already been seeded out to consumers via YouTube, generating almost 40,000 views in less than a week.

The first in the series, 'Goldfish', features a provocative analogy to demonstrate that the ‘orangey one is under threat' whereby a goldfish and its water is poured into a blender with the clip ending just as the ‘on' button is pressed.

The second teaser, 'Bedsprings' takes a cheeky look at just how far some people would go to save Tango as a father-figure blocks the ears of a young boy to avoid hearing some suspicious squeaky bed sounds.

The final clip 'Protest' shows a crowd yelling 'Can Fist, Can Fist...' (in appreciation of a Tango purchase) and holding bright orange 'Save Tango' placards, with an appearance from a familiar orange-painted character. Viewers are invited to 'Join the campaign... Save Tango'.

The campaign officially launches on Monday evening 24 November with a new interactive website that features a daily blog update from the campaign 'reporter', Alan, as well as posters, a petition, stencils and lobbying letters that consumers can download and use in their fight to Save Tango.

The 'Bedsprings' 10-second teaser will air on TV twice during the popular ITV programme "I'm A Celebrity, Get Me Out Of Here!" to create intrigue and drive people to the website.

"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," added Stewart.

High-profile PR support will spread the news through the launch of research revealing the top British institutions we've loved and lost, or are at risk of losing, as well as a range of stunts around the country.

A targeted social media campaign including engagement with Facebook fan groups, blogger outreach and dedicated sites on YouTube and Flickr is set to drive visibility of the 'Save Tango' cause and get fans engaged.

The campaign will also be supported by a series of outdoor billboards featuring provocative and tongue-in-cheek taglines and further viral activity.

Tango is sold in most leading supermarkets and convenience stores, and the range includes Orange, Apple, Cherry, Citrus, and no-added-sugar Citrus and Orange flavours. Even in regular format it contains less sugar than a fruit smoothie.

The fruit carbonates category is the 6th largest soft drinks category in value, worth £433m and 536m litres in volume - selling eight times more than smoothies (in volume terms).

Source: Britvic

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