Tango - How restoring Tango's voice saved it from extinction

By 2008, Tango was teetering on the edge of extinction, with retailer and internal confidence at an all time low.

Tango – How restoring Tango's voice saved it from extinction

Principal Author: Rob Ward – BBH

Contributing Authors: Darius Karbassioun – BBH; Sally Symes and Chris Stagg – Britvic; Rhys Jones – Data2Decisions


This is a story of recovery from the inside-out.

The dramatic recovery of Tango’s fortunes driven by recovering the brand’s voice first internally, then with the trade and finally with consumers.

A very British tale of honesty, bravery and a bit of slap and tickle.


The 1990s: Tango’s golden years

Tango held a special place in the hearts of the British public, loved most by...

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