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).