Paul Cowan Managing partner Cowan Kemsley Taylor
They have done it again. First the ‘hit’ of the orange Tango breathed
life back into a dull and dusty brand. We were then seduced by apples.
Now, lemon euphoria has arrived.
On an emotional level, the new campaign, which features a religious cult
led by Jim which worships Lemon Tango, is wonderful. The underlying
feeling is of a satanic rave crossed with an orgy. Lovely stuff. There
is a refreshing irreverance and edginess about the advertising which is
spot on for the youth market.
The idea of worshipping Tango, which runs through ‘Gotang’, ‘Apple
Seduction’ and ‘Lemon Euphoria’, is incredibly powerful and conveyed in
an utterly credible way (amazing considering these are incredible
On a rational level, this advertising ticks every conceivable box on the
brief. Surely it must be one of the best branded campaigns on air (I am
sure the Millwood Brown scores will go off the graph). The advertising
is more than rooted in lemon and lemon values. The whole advertising is
lemon. I doubt that there is more than half a second in this commercial
where we don’t see or hear something to do with lemon or Lemon Tango.
The product benefits, the taste explosion, the refreshment are all
interwoven so powerfully that is almost impossible to watch without
wanting to rip open a can immediately. If you don’t have a can to hand,
there is a telephone number to ring. When you do call (0990 546546) the
message is seamless with the message and tone of the TV commercials.
I also admire the way this advertising develops the company. Many
agencies and clients would, having found a formula that works, stick to
it. HHCL and Britvic have continued to innovate and keep the advertising
exciting. The result is that their sales graph is going up like a
Like the man in the new commercial says: ‘This is euphoria, mate. I have
seen the lemon.’