Campaign details
Brand: TangoAdvertiser: BritvicEntrant: VCCPPrincipal authors: Rachel Walker, VCCP; Lucy Allen, VCCPContributing author: James Lomax, Britvic
Introduction
The Fruit Carbonates category has two orange brands; Tango and Fanta. Tango was struggling because its direct competition, Fanta, was the category giant and six times its size.
Tango's long term decline since its 90s heyday made it increasingly dispensable, and it was finally tipped into rapid delisting following Fanta's successful relaunch in 2017.
Tango had to create competitive advantage to become distinctive, and survive.
An investment was made to modernise the range....