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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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