Tang: Touch of magic

Powdered drink brand Tang used a multimedia campaign to extend its usage to innovative food and beverage recipes in order to increase consumption throughout the year in Pakistan.

Campaign details

Brand: TangBrand owner: Mondelez InternationalLead agency: Starcom Mediavest PakistanContributing agencies: East River, StimulusCountry: PakistanIndustries: Concentrates & cordialsMedia channels: Content marketing, Magazines - consumer, Online display, Online video, Radio, Social media, Sponsorship - media, TelevisionBudget: 1 - 3 million

Executive summary

Over the past decade, Tang has become synonymous with powdered beverages in Pakistan. Being one of the most popular refreshing beverages in Pakistan, it is the most sought-after drink during summer and Ramadan. The iconic chilled pitcher of orange juice has become deeply...

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