Tang: Tang Gets It Done

Maan Bernardino-Dominguez

Powdered drink brand Tang employed a TV, radio and digital strategy to target relaxed parents in order to rebuild perceived value and protect its user base in the Philippines.

Campaign details

Brand: TangBrand owner: Mondelez Philippines, Inc.Lead agencies: Ogilvy Philippines, SOHO Square PhilippinesContributing agencies: Spark Foundry Philippines, Castro Communications PhilippinesMarket: PhilippinesIndustries: Concentrates & cordialsMedia channels: Events & experiential, Online video, Point-of-purchase, in-store, Public relations, Social media, Televison, Word of mouth, influencersBudget: Up to 500k

Executive summary

This case study shows the power of a disruptive purpose to rebuild perceived value in the face of a regulatory-imposed price-hike in a highly price-elastic category.

Faced with an 80% price mark-up, amid an unfavourable economic backdrop, it...

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