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