Britvic doubles Tango ad spend

By JANE BAINBRIDGE, marketingmagazine.co.uk, Thursday, 27 March 1997 12:00AM

Britvic is starting its next wave of marketing, relaunching and expanding Still Tango and taking Orange Tango back on to television for the first time since 1995.

Britvic is starting its next wave of marketing, relaunching and

expanding Still Tango and taking Orange Tango back on to television for

the first time since 1995.



The company, which has doubled its ad spend to pounds 9m this year, will

spend pounds 3m on a TV campaign created by HHCL & Partners.



The new campaign will take advantage of the election and urge people to

vote for Orange Tango.



The brand will feature in the first commercial break on Channel 5 on

March 30. The campaign adopts Tango’s typical tongue-in-cheek approach,

claiming Orange is the original and best and it is unhappy with the

flavours which it considers to be new pretenders to the throne.



David Atter, marketing manager for Tango, said the strategy will ensure

that, outside the cola market, Tango is the first choice of

consumers.



It has concentrated advertising on the other flavours over the past year

and now wants to focus on Orange. He said the company has adopted an

18-month cycle with the flavours, in terms of TV advertising. In May,

Tango plans to relaunch its ’Still’ variety and expand from just Orange

to include the Lemon, Blackcurrant and Apple flavours.



The product has been reformulated to include more fruit juice and the

bottles have been redesigned by Wickens Tutt Southgate. It will be

advertised on TV later in the year.



Atter said Tango is looking to add a mass-scale brand to the somewhat

niche ’natural drink’ category. This sector is considered to offer

excellent growth opportunities, especially beyond the original carton

products.



To build multi-pack sales, Tango will put one million ’Jammy Cash Cards’

in the packs, giving customers a chance to win money from a pounds

100,000 prize fund.



The cards contain a number for the ’Tango Bank’ and callers get three

chances to guess the PIN and draw up to pounds 250 a day from the Tango

account.



Britvic announced last year it was planning to invest pounds 124m in the

brand to enable it to take Tango to the size of Pepsi by 2001.



This article was first published on marketingmagazine.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs