Britvic has released a new can for its Tango fizzy drink which replaces the brand name with the word “Thanks!”
The limited edition can, only available for the orange flavour, is to “thank the public for saving the brand”.
The carbonated drink has seen sales slide over recent years but according to Britvic Soft Drinks the brand has been revitalised thanks to a tongue-in-cheek “Save Tango” campaign. The ads, created by Bartle Bogle Hegarty, blamed the drink’s decline on the nation’s busybodies and their over-obsession with health.
Britvic reports value sales were up 8% for the 330ml can in impulse and 20% in distribution to impulse outlets since the campaign launched [Nielsen, Total Impulse, 12 weeks to 24.01.09].
The “Save Tango” marketing included a protest march across London Bridge led by comedian Dom Joly and a edgily humorous online film.
Almost 50% of the target audience of 17-24-year-olds recognised the campaign. The number of people saying they prefer Tango increased significantly with 40% of those not buying Tango saying they would start to buy and 20% of those already buying
saying they would buy more.
Britvic has just split its media planning and buying account http://www.marketingweek.co.uk/cgi-bin/item.cgi?id=64745&u=pg_dtl_art_news&m=pg_hdr_art for Tango and its other own brands between MCHI, BBH and Group M. The latter will handle the buying.