Tang Pakistan: Refreshing Summers and Ramadan

Tang, the powdered beverage, used real-time personalised communications to increase consumption in Pakistan.

Campaign details

Brand: Tang PakistanBrand owner: Mondelez International (Pakistan)Agency: Starcom PakistanMarket: PakistanIndustries: Concentrates & cordialsMedia channels: Online display, Social mediaBudget: Up to 500k

Executive summary

In Pakistan, Tang was one of the oldest and most-renowned powdered beverages due to its refreshing taste and rehydrating properties. Come summer and Ramadan, Tang was sought after to quench thirst and keep one going during the blazing heat. Tang's key target audience was females; housewives and mothers often faced the dilemma of what to cook every day and how to bring...

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