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...