Tang: Kid empowerment movement leads to saving the environment

Jean Kristle Yu

Campaign details

Brand owner: Mondelez International
Agency: Ogilvy & Mather Philippines (comprised of Ogilvy & Mather Advertising, OgilvyOne and Social@Ogilvy); Full Circle Communications; Global Visions Events & Marketing Network
Brand: Tang
Country: 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 to action for kid empowerment.

In the first phase of this movement, Tang created Project RecyClass. This was brought about by the recent findings of an online survey conducted by Tang Philippines that revealed 'caring for the environment' as the issue closest to the Filipino kids' hearts.