Campaign details

Brand: Tang
Brand owner: Mondelez International
Lead agency: Ogilvy & Mather (Phils) Inc. 
Country: Philippines
Industries: Concentrates & cordials
Media channels: Cinema, Online display, Online video, Social media, Television
Budget: Up to 500k

Executive summary

This is a story of how a powdered beverage brand in the Philippines was able to win the flavour innovation race by shifting its focus from tactical product campaigns to a strategic brand platform. This is the Tang story.

Tang is a heritage brand that's losing relevance among Filipinos. While it remains the market leader in the declining powdered beverage category, consumers see it as old and outdated. In an effort to create excitement around the brand, Tang engaged in a flavour innovation race with other refreshment brands. Unfortunately, this didn't result in significant growth. It only led to consumers seeing Tang as a "me too" brand.