Tango says Thanks

24th March, 2009


Britvic has released a limited edition can for its orange flavour Tango drink where the brand name is replaced with the word “Thanks” which is apparently to thank the public for helping to save the brand.

It's not often that often that when a brand says thanks that we don't gulp it down with a pinch of salt but in this case there is genuine sincerity.

Tango has seen sales fall over recent years but the slide has been reversed by the recent tongue-in-cheek “Save Tango” campaign. The adverts blamed the drink’s decline on busybodies and our over-obsession with health. Marketing activity for the campaign also included a 'protest march' across London Bridge led by comedian Dom Joly and an equally humourous online film.

The follow up research proved the campaign to be a great success as almost 50% of the target audience (17-24 year olds) recognised the campaign. The number of people saying they prefer Tango also increased significantly with 40% of those not buying Tango saying they would start to buy and 20% of those already buying saying they would buy more.

Never mind being Tangoed, you've been thanked!

Jason Edge

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