Britvic to revamp Freekee Soda

Britvic Soft Drinks’ faltering Freekee Soda brand is to be relaunched as Tango Strange Soda and will have its price slashed.

The name change is ostensibly being introduced due to a legal challenge from a foreign company. Britvic will not confirm the identity of the challenger but it is believed to have come from a Spanish manufacturer of a liquid candy called Freekee Drops.

Britvic is not going to fight the challenge and is taking the opportunity to rebrand Freekee Soda under the Tango banner. Britvic hopes the product, launched in February, will benefit from the company’s recent investment in Tango and subsequent uplift in sales.

Industry observers have criticised Freekee Soda’s “acquired taste” and “confusing proposition”. A number of retailers have been reviewing their commitment to the product (MW June 26).

Tango Strange Soda will have an introductory price of 49p for the relaunch, which will later increase to 55p and &£1.89 for a four-pack. Insiders had criticised the product’s premium launch price of 62p.

Britvic earmarked &£6.2m for the Freekee Soda launch and some of this money has been spent on campaigns developed by Tango’s advertising agency Clemmow Hornby Inge.

Category director Andrew Marsden says that more money will be made available for marketing. A “name change” campaign will launch later this week, followed by a Tango-style advertising campaign in October.

This is the second name change for the Britvic product. It was originally to have been called Freekin’ Soda until the company realised “freekin” is often a substitute for swearing (MW January 16).

Ironically, Freekee Drops has also had image problems due to their being syringe-shaped. Imports have been banned in Scotland.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here