Who invented Tango? – part 2

In your letters page (MW September 20) David Dean says: “Please spare a thought for the marketers who made the changes back in the early Nineties.”

Although I would never wish to underplay the excellence of the Tango brand team and HHCL earlier this decade, I thought it worth mentioning the pivotal role played in the brand’s repositioning by Conzept International.

Tony Hillier did indeed write the brief from which HHCL developed “You know when you’ve been Tango’d”, but prior to this, our team led by Nick Murray worked closely with Tony and David in developing the brand’s strategy, proposition and personality.

Our recommendation was a simple three-pronged approach: put the brand back on the street – it defines where brands are made; own orange – it’s the biggest flavour; and own the first quick hit of refreshment – this is the most appealing moment when drinking a carbonate.

As can be seen this strategy was brilliantly executed in the both packaging design and advertising, and although I’m sure our omission is a pure oversight by David Dean, like him I’d like to spare a thought to all those involved in the brand’s success.

Aron Caplan

Associate partner

CIA-Conzept International

London SE1

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