Campaign details

Brand: Tang
Brand owner: Mondelez International
Lead agency: Starcom Mediavest Pakistan
Contributing agencies: East River, Stimulus
Country: Pakistan
Industries: Fruit & vegetable juices
Media channels: Content marketing, Magazines - consumer, Online display, Online video, Radio, Social media, Sponsorship - media, Television
Budget: 1 - 3 million

Executive summary

Over the past decade, Tang has become synonymous with powdered beverages in Pakistan. Being one of the most popular refreshing beverages in Pakistan, it is the most sought-after drink during summer and Ramadan. The iconic chilled pitcher of orange juice has become deeply rooted in Pakistani culture.

Tang consumption falls significantly post-summer and as the last man standing in the powdered beverages category, the brand decided to work on growing the category. The category development battle was twofold: to make Tang as exciting as the big guns and to increase consumption occasions of Tang to help drive sell out across all seasons of the year.