The Value of Fame: When Famous Ideas Run Out of Steam

Andrew Melsom

This case study discusses the appointment of a new agency to help keep the Tango brand ahead of its rivals, especially the arch rival Fanta.

When Famous Ideas Run Out of Steam

The Value of fame

Andrew Melsom Agency Insight

Tango, a fruit carbonate owned by Britvic, is so famous that 14yearolds who are now in the target group for this product can still recall the advertising that ran when they were just three years old. The truth is that they will never have seen the advertising in action, so to speak, as it was only on air for three weeks. They will most likely have seen it on a TV show that features famous advertising. The brand is rooted in British...

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