Campaign details

Brand: Tang
Brand owner: Mondelēz International
Lead agency: Ogilvy Group Philippines/SOHO Square
Contributing agencies: Carat Philippines, Castro Communications Philippines
Country: Philippines
Industries: Fruit & vegetable juices
Media channels: Mobile & apps, Public relations, Radio & audio, Social media, Television, Word of mouth, influencers
Budget: 500k - 1 million

Executive summary

Powdered beverage brand Tang was able to retain its market leadership in the Philippines and deliver outstanding growth at the height of the government's mandated sugar tax, which increased its price by 106%.

In January 2018, the powdered beverage category in the Philippines faced its biggest challenge ever – the government's mandated sugar tax. With Tang's price increasing by 106% and consumers asking if the additional PHP9.25 was worth it, the brand's business was undoubtedly threatened.