Tango - A Brand Amongst Blands

Angus Fear

Describes how advertising worked for Tango, the carbonated soft drink, by exploiting characteristics of the brand to project a distinct personality in the face of global brands.
Agency: Allen Brady & MarshAuthor: Angus Fear

Tango - Brand Amongst Blands

INTRODUCTION

This paper shows how advertising worked for Tango, the carbonated soft drink, by exploiting characteristics of the brand to project a distinct personality in the face of competition from global brands. Many other carbonated soft drinks' campaigns look very similar to one another by broadening their appeal they have become bland. The paper will show that their high competitive advertising spends could not contain Tango, and the relevance of Tango to British urban life gave it an edge expressed in the advertising. This was...

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