Tango - How restoring Tango's voice saved it from extinction

By 2008, Tango was teetering on the edge of extinction, with retailer and internal confidence at an all time low.

Tango – How restoring Tango's voice saved it from extinction

Principal Author: Rob Ward – BBH

Contributing Authors: Darius Karbassioun – BBH; Sally Symes and Chris Stagg – Britvic; Rhys Jones – Data2Decisions

INTRODUCTION

This is a story of recovery from the inside-out.

The dramatic recovery of Tango’s fortunes driven by recovering the brand’s voice first internally, then with the trade and finally with consumers.

A very British tale of honesty, bravery and a bit of slap and tickle.

BACKGROUND

The 1990s: Tango’s golden years

Tango held a special place in the hearts of the British public, loved most by...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands