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.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now