Tango introduced limited edition can

Thursday, 25 February 2010

To kick-start 2010 in style, Tango is launching a new limited edition cold effect can, which uses temperature sensitive ink to reveal tongue-in-cheek jokes when the cans are chilled to perfection.

Available from the 15 February, the limited edition can design will launch in a special 24 for 20 case, offering increased value for independent retailers and boosting the profit potential of Tango.

Running across 20 million cans, the new design builds on the ‘too much Tango causes side effects' platform launched in 2009 and meets teens and young adults' constant desire for new entertainment Tango's target audience.

The theme will run through Tango's 2010 plan and the brand's no-nonsense approach to producing a thirst-quenching soft drink taps into their demand for intense taste and intense entertainment.

The cheeky strap lines run across orange, apple and cherry can variants and include:
"Chilled Tango Froze my Peel Off"
"Chilled Tango Made My Stones Shrink."
"Chilled Tango Made My Pips Go Hard"

In 2009 Tango's edgy personality attracted 600,000 new households to the brand driving fruit carbonate cans back into growth and adding 1m litres to overall soft drink sales. Tango also had the 6th highest ROS of all single serve SKUs in independent retail outlets over the 12 weeks of summer.

Adam Goodger, Senior Brand Manager for Tango, comments: "Tango's evolving can design continues to keep the brand fresh and make sure it stands out in a very competitive category.

"While the Tango brand doesn't take itself too seriously, and the straplines fit in perfectly with its personality, there is a serious message in the redesign about keeping soft drinks at the correct temperature to maximise sales.

"We recommend that retailers get stocked up on the brand with a huge personality to take full advantage of the increased sales and profit opportunities that the limited edition will deliver."

The limited edition cold effect can will be supported by a cash and carry 24 for 20 promotional deal which will run for 12 weeks.

Retailers POS kits will also be available upon request and include wobblers and chiller stickers to raise awareness and drive trial.

Source: Britvic

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