Tang: Kid empowerment movement leads to saving the environment

This case study describes a campaign in the Philippines by Tang, a beverage brand owned by Mondelez, which targeted and aimed to empower children with a recycling drive.

Tang: Kid empowerment movement leads to saving the environment

Jean Kristle Yu

Campaign details

Brand owner: Mondelez InternationalAgency: Ogilvy & Mather Philippines (comprised of Ogilvy & Mather Advertising, OgilvyOne and Social@Ogilvy); Full Circle Communications; Global Visions Events & Marketing NetworkBrand: TangCountry: The Philippines

Executive summary

Tang Philippines, a trusted brand known for its delicious fruit-flavoured powdered beverages, has become more than just a brand of juice drink. With its 2013 campaign, 'Handa–Inom– Gawa' ('Prepare–Drink–Act') Tang went beyond the mere concept of refreshing the thirst of the Filipino youth. This movement was a call...

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