Britvic is launching a major integrated campaign to promote Tango. It is part of the drinks company’s strategy to bring the brand back to its once iconic status.
The “Save Tango” campaign, created by Bartle Bogle Hegarty, will aim to raise public awareness of the threat that Tango is facing because of the nation’s over-obsession with health and increasingly “do-gooder” attitude.
It will run across TV, outdoor, an interactive website, and will also include a push on social media, PR and experiential activity. Media planning and buying is being handled by MindShare.
Simon Stewart, Britvic marketing director says: “The campaign taps into the insight that people feel we’ve all started to take ourselves a little too seriously and have taken being ’politically correct’ a bit too far.
“Save Tango” capitalises on this sentiment with a series of humourous and typically-Tango, ’on-the-edge’ antics that are set to entertain consumers as well as galvanise their support.”
The campaign kicks off tonight (November 24) with a series of ten-second teaser clips designed to create intrigue and spread the news that the Tango is under threat. The teasers have already been seeded on YouTube.
The launch of the campaign follows Stewart’s strategy to refocus the company’s efforts behind Tango (MW July 23).