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...