CHI unveils first ad for Tango Strange Soda

Clemmow Hornby Inge is launching the first campaign for Tango Strange Soda since Britvic Soft Drinks rebranded the product in August.

The brand was originally launched as Freekee Soda, but the name was changed following a legal challenge from an unnamed company.

The product's rebranding was accompanied by a CHI ad that featured an eccentric spokesman showing journalists how to pronounce its new name - "Strange Soda".

The latest execution attempts to realign the product with the main Tango brand, and features the same "football commentary" style voiceover that is used in CHI's TV work for Tango.

The ad shows teenage boys hanging out with their tastebuds - smaller versions of themselves. The tastebuds behave normally, passively mimicking their owners.

However, once the boys drink Tango Strange Soda the liquid causes the tastebuds to vibrate and jiggle across the floor. The vibrations are so extreme that the boys get caught in the curtains, the dog gets woken up and reception is lost from the television.

The ad breaks this week. It was directed by the former Traktor partner Ulf Johansson, now of Smith and Jones, and was created by Micky Tudor and Brian Turner of CHI.

Media planning and buying is by MindShare.

The CHI managing partner Johnny Hornby said: "We are very excited about this work. It's been great to be able to extend the thinking behind the main Tango brand campaign into new territory and for a younger audience."

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