Tango and Pringles ramp up Halloween marketing activity

Britvic, the owner of Robinsons and J2O, is to up its Tango promotional activity over the coming weeks in an attempt to "own" Halloween.

Tango: Zombie Halloween cans
Tango: Zombie Halloween cans

The drinks brand said it is going to make an attempt to be the festival’s "official sponsor" in a "tongue-in-cheek" gesture and by upping its long-standing side-effects campaign.

From October all 330ml and two litre packs will highlight the symptoms of Tango consumption with the strapline "Too much Tango turns you into a zombie" and will feature a collectable zombie design created by branding agency Blue Marlin.

A flash-on pack will communicate to consumers the partnership alongside the call to action – "Don't be seen dead drinking anything else".

Zombie PR events will also take place during October and will feature on both www.facebook.com/youvebeentangoed and www.youtube.com/tango.

Adam Goodger, tango senior brand manager, said: "Increasingly Halloween is providing a big opportunity for retailers to boost their sales. From having a carefully planned Halloween party to a big night in with a scary film, Halloween is a perfect fit for Tango with its so-called sponsorship and limited edition packaging."

Procter & Gamble brand Pringles is also launching a limited edition can with spooky artwork to celebrate Halloween. The limited edition Sour Scream & Onion will be available from 13 September.

Paul Lettice, trade communications manager at P&G, said: "Halloween is becoming increasingly popular with UK consumers and it often becomes a social event with friends, so as the UK's favourite large sharing snack, Sour Scream & Onion Pringles will be the perfect accompaniment for parties.

"Retailers should ensure they have a good stock of limited edition Pringles, as well as a clear fixture with other 'night in' and themed essentials to make the most of the potential sales opportunity Halloween presents."

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