Britvic has rolled-out a brand-new marketing campaign to support its sugar-free Tango range.
Titled ‘Sticky situation? Time to Tango’, the £1.2m campaign aims to portray humorous, awkward situations to drive awareness and relevance within the 16 to 24-year-old market and ultimately help drive further sales for retailers.
Two ads, one for TV and the other for cinema, see the introduction of the appallingly-named Tanguru, a moniker that immediately brings to mind Vimto’s similarly terribly-titled Vimtoad.
Stepping away from animated amphibians, Tanguru – played by comedian Thanyia Moore – is summoned by the crack of a ring pull to burst into awkward moments, freezing time to offer Tango drinkers advice on how they can ‘style out’ their situation.
The TV campaign, which first aired on 23 May, runs over a period of four weeks and is bolstered by sampling, digital and in-store activity. Three new sugar-free flavours – Strawberry & Watermelon, Tropical and Orange – are available in price-marked pack formats, exclusively for the convenience and wholesale channels.
Rachel Astbury-Phillips, Out-of-home Commercial Director at Britvic, commented: “With the brand back on TV this summer, Tango will be front of mind for shoppers, creating a fantastic sales opportunity for retailers.”