Campaign details
Brand: TangBrand owner: Mondelez InternationalLead agency: Ogilvy & Mather (Phils) Inc. Country: PhilippinesIndustries: Concentrates & cordialsMedia channels: Cinema, Online display, Online video, Social media, TelevisionBudget: Up to 500k
Executive summary
This is a story of how a powdered beverage brand in the Philippines was able to win the flavour innovation race by shifting its focus from tactical product campaigns to a strategic brand platform. This is the Tang story.
Tang is a heritage brand that's losing relevance among Filipinos. While it remains the market leader in the...