Britvic creates “squirty cream” Tango drink
Britvic is to launch a new Tango variant that places the drink in aerosol cans, which it says will “shake up” the fruit carbonates sector.
Turbo Tango features aerosol technology that delivers a foam blast of the orange flavoured product straight into drinkers’ mouths.
Britvic says the new variant is the world’s first soft drink that “meets squirty cream”.
The drink will be targeted at late teenagers and will be stocked in “teen leisure” and impulse outlets and selected cinemas from July.
Jonathan Gatward, Britvic marketing director, says teenage consumers in trials of the drink told the company that they found the fruit carbonates category “samey” and were ready for something new and different.
Turbo Tango’s launch will be supported by a sponsorship deal with The Inbetweeners feature film, digital campaigns and outdoor advertising.
Sales of fruit carbonates increased by 9.4% to £485m last year, according to the Britvic Soft Drinks Report. The drinks maker says Tango grew in value by more than four times the rate of its nearest rival in the period.
