Rescuing Tango from a Sticky Situation

Tango, a soft drink brand, reversed its decline in sales and became the fastest-growing brand in its category with its Sticky Solutions campaign in the UK.

Campaign details

Brand: Tango Advertiser: Britvic Entrant: VCCP Principal authors: Rachel Walker, VCCP; Lucy Allen, VCCP Contributing 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.