Britvic’s flavoured fruit carbonates brand Tango has agreed a long-term partnership with The Prince’s Trust, the UK’s largest youth charity, to support young people with employment and education opportunities.
The partnership is part of Britvic’s broader People and Culture strategy, which includes learning and development for young people alongside supporting healthier communities.
The activity leads with an on-pack takeover across Tango Orange and Dark Berry Sugar Free flavours, with 5p from every pack sold donated to The Prince’s Trust – up to £100,000 in the first year. An on-pack QR code leads to further information about the partnership, as well as a referral button to sign up to a Prince’s Trust course, or to donate.
The partnership is live until 30 September and is supported by paid digital, influencers, PR, and POS to drive awareness and encourage young people to “find their fearless”.
Young people are among the hardest hit coming out of the pandemic, and as a key target audience for Tango, the partnership will support youth culture. With £3.1m spent on Tango by under-28s, the collaboration aims to inspire shoppers and support in driving purchase among those who want to make an impact on young people in the UK, a key demographic for flavoured fruit carbonates.
Britvic said the credibility of The Prince’s Trust charity and the fame of the Tango brand will support in making a difference among the one-in-three young people who say more self-confidence would help with achieving their goals in work or education.
