Tang: Recyclass

This case study describes how Tang, the soft drinks brand owned by Mondelez, targeted children in the Philippines with a sustainability message to increase brand loyalty.

Tang: Recyclass

Ogilvy & Mather Philippines

Objective of the campaign

For Filipino moms and kids Tang is a product that delivers enjoyment and refreshment for only $0.25 per pack. But in spite of its affordable price, consumers don't consider it as a basic need, easily dropping it off their shopping basket when times are hard and other priorities come in. With more than 70% of the population belong in the low-income segment, being the world most exposed country to cyclones, and most new jobs coming in the form of temporary employment, hard times come often.

Given this, Tang faced a...

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