Tang: Usapang Tanghalian

Tang, a powdered drink brand, increased sales in the Philippines with film ads and forums that encouraged mothers to have lunchtime conversations with their kids.

Campaign details

Brand: Tang Brand owner: Mondelēz International Entrant company: Soho Square PhilippnesIdea creation: Soho Square, Philippines Market: Philippines Sector: Concentrates & cordials Media channels: Online video, Social media, Public relations, Livestreaming Budget: 500k - 1 million

Executive summary

As a cold refreshing beverage, Tang was mothers’ preferred drink for their kids during the hot summer. Sales for the brand would typically peak during summer (Q2), but continuing usage throughout the rainy season (Q3) was a challenge for the brand. For the past 2...

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