Britvic is dropping its usual high-profile marketing tactics with this week’s relaunch of Still Tango. Instead its entire campaign will centre on a single newsagent shop in Dorking, Surrey.
The Dorking branch of Forbouys the Newsagent has been given exclusive UK rights to sell the Still Tango drink for the next month. In return, husband and wife management team Phil and Dee Page, will decorate their shop entirely in orange fur. An orange furry van will advertise the Dorking deal, together with press ads giving directions to the shop.
“It’s put us and Dorking on the map,” says Phil Page.
David Atter, Tango brand group manager, says that the shop was chosen because, “we’d been reading they had traffic problems there and we just decided we like the name Dorking”.
The PR stunt is a prelude to the nationwide rollout of Still Tango next summer. This will be Tango’s second attempt to launch the drink. In June 1994, it unveiled the brand but was forced to withdraw more than a million bottles after complaints that the drink was fermenting on the shelves.
Britvic will offer retailers sales promotion materials made of orange fur, including fur coverings for canopies.
A 4m relaunch campaign is planned next year with TV advertisements through HHCL & Partners.