Britvic aims new Tango variant at older market

Britvic Soft Drinks is planning to launch a Tango variant called Tango Clear, designed to attract older consumers.

This will be the first time that Tango, which has traditionally been positioned as an irreverent brand appealing to children and young teenagers, has targeted a slightly older market. A large part of Tango’s strategy in the past has been the use of irreverent and surreal advertising, originally developed by HHCL/Red Cell.

Tango Clear will be sold in two flavours – kiwi and lemon and apple and watermelon – and is expected to be in shops by May. The packaging is expected to reflect the new target market.

The “fruit fizz” category, which also takes in Coca-Cola’s rival Fanta brand, has come under pressure as mothers begin to monitor more closely their children’s taste for sugary, unhealthy drinks. It is thought that Tango now hopes to tap into a market that makes its own buying decisions.

Britvic pruned its Tango portfolio in 2003 when it relaunched the brand with new transparent packaging and a tie-up with Sony PlayStation 2 (MW July 10, 2003). Its last new variant was Tango Fruit Fling, introduced the same year. The company axed the Tango Strange Soda brand, originally called Freekee Soda, a year after launch in 2004 (MW January 22, 2004). Tango’s advertising is handled by Clemmow Hornby Inge. The company spent &£3.87m on campaigns in the year to September 2004 (Nielsen Media Research).

Latest from Marketing Week

Marketoonist on being agile

Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 customerservices@marketingweek.com

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