Britvic is turning the labelling on cans of Tango upside down following a dare by social networking site, bragster.com.
The limited edition cans, which also features the bragster.com logo, closely follows Britvic’s move to change the brand name on its cans to the word “Thanks!” That initiative was part of the drink brand’s campaign to “thank the public for saving the brand”
In March, Tango forged a partnership with bragster.com, that has culminated with the production of 2.5 million upside down badged Tango cans.
The interactive campaign has also seen bragster.com users worldwide engaging in Tango-themed dares of all kinds, with the creation of new user generated content stemming directly from the partnership. The campaign is expected to continue throughout the year, with more co-branded stunts to launch.
Sally Symes, Tango senior brand manager, says: “The new upside-down cans will only be available for a limited period but will significantly increase visibility in display units and consumer interest in the two and a half million cans available.”
The strategy has been supported by experiential activity this week, which saw a number of scantily clad dancers standing on their heads in London.
In November, Britvic launched the “Save Tango” campaign as part of its bid to return the once iconic brand back to a market leading position
The company claims the campaign resulted in an 8% increase in value sales of the 330ml can in impulse and a 20% increase in distribution to impulse outlets, according to Nielsen data.