HHCL & Partners has been given an ultimatum by Britvic's marketing
boss, Andrew Marsden, to come up with a new campaign for its flagship
Tango brand or lose the £5 million account.
The account has been held by HHCL for ten years, but Marsden has already
formed a shortlist of agencies to pitch for the business, in case HHCL
fails to come up with a viable creative solution. Agency Insight is
assisting with the shortlist.
Britvic's Robinsons account, also held by HHCL, is not under review.
Marsden is thought to have approached agencies some weeks ago with the
intention of relaunching the brand as it shows signs of flagging in the
competitive soft drinks market. HHCL has been working on ideas for two
During its tenure of the account, HHCL is widely credited with some of
the most memorable ads in the FMCG sector. The agency helped relaunch
Orange Tango in the early 90s with the strapline: "You know when you've
The ads featured a surreal orange man wreaking havoc on the general
public, and the creative premise was extended for the launch of three
new flavours, apple, lemon and blackcurrant, for which the "St George"
spot was another creative highlight.
Britvic's dissatisfaction has come as a blow to HHCL, which has lost
several accounts. It lost the Egg account to Mother last month and lost
its founding account, the AA, in the summer. Last week, HHCL lost its
place on the St Ivel roster, with its Shape account moving to Abbott
Mead Vickers BBDO.
Marsden said: "HHCL has produced some outstanding work for Tango but,
given the increasingly competitive and dynamic marketplace in which we
operate, our business strategy dictates that we should always evaluate
HHCL's chief executive, Robin Azis, said: "We have a very open
relationship with Britvic and we are working hard together to develop
outstanding Tango work for 2002. In the event that we can't crack it, we
would, of course, respect Britvic's decision to review the position."