Tango has launched a new multi-million-pound campaign, ‘Outrageously Orange,’ to support its core orange flavour.
A new TV ad – ‘Warden’ – involves a can of Tango Orange smuggled into a prison. The drink is confiscated and tested by the warden, who discovers that the flavour is so bold, that it compels even the strictest of screws to start spontaneously dancing.
It runs across TV, video on demand and online. The campaign also includes social, out of home, sampling, POS and in-store activities.
As the third-biggest fruit-flavoured carbonates brand, Tango has seen its sales triple over the last five years.
Ben Parker, Retail Commercial Director at Britvic, commented: “Our Outrageously Orange campaign represents an opportunity for retailers to maximise their fruit flavoured carbonate sales with a well-known and trusted brand like Tango.
“The Outrageously Orange campaign marks the next step in the brand’s support for the trade, with Tango Orange’s bold flavour and personality helping to drive footfall and sales in- store.”
