Tango unveils music-themed £2.5m promotion

Tango is trying to build an association with music this summer, supported by a £2.5m summer campaign.

Tango campaign

The soft drink, which is owned by Britvic, is relaunching its limited edition 440ml can with an on-pack music promotion, known as the Orange Sound System.

It will be backed by a TV advertisement, created by BBH, showing a teenager called Colin in church being Tangoed, going on to have a drum ’n’ bass version of hymns. The ad will break tonight (7 June).

It aims to build on the “You’ve been Tango’d” feel off previous ads which suggest the fizzy orange drink can cause weird and hilarious things to happen.

There is also a 10-second TV advert featuring a granny raving to the track then ’releasing herself’ and radio ads featuring spoof calls to the Tango customer services line recorded by Channel 4 star Fonejacker.

The promotion will run between June and August. Tango will also be sponsoring the main stage at the Underage Festival in August as part of its summer campaign as well as creating a digital environment, Tango’d Films on YouTube.

Adam Goodger, senior brand manager for Tango, says: “We know from the response last year that consumers loved our bigger can, so we brought it back with a new music makeover! Tango drinkers crave on the spot entertainment fixes and we’re answering this need with a music related on-pack promotion. But being Tango we won’t stop there. Tango will be unavoidable this summer with a tongue-in-cheek through the line campaign and sponsorship of the Underage Music Festival. With only 12 weeks production of this limited edition can retailers will need to stock up quickly before the orange madness takes over.”

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