Branding: Brand in the news - Tango

Oh dear, this campaign is desperate. I get the logic behind it - a bit of nostalgia when the world's going pear-shaped.

And it will certainly get some PR, with slogans such as 'Rainforests grow back' and 'Sod the panda'. But come on, why bother saving Tango?

It looks bland, and in my opinion, it tastes grim - like orange sherbet with a dollop of aspartame. The only thing worth 'saving' is Tango's classic ads of yesteryear. They're timeless and genius - blokey, British and edgy, with a point (real fruit - all 8% of it). So, make some more. Don't try to live off the embers.

The Wispa renaissance worked because people were annoyed that Cadbury changed the name - so they petitioned, and Cadbury changed it back. But Tango is dying because it seems we didn't like it that much anyway. We loved the ads, but the drink was a big let-down. Moreover, Britvic would tell us to 'save' it, wouldn't it?

The anti-PC message is the last resort of people with nothing positive to say - just ask the BNP. Rainforests matter. Sod Tango.

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