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July 14, 2009

Britvic mixes disciplines for Tango campaign

Building on the success of last year’s League of Ecstatic Tongues campaign, where consumers were warned that drinking too much Tango may make your hair turn ginger, along with other crazy side effects, the Britvic drinks brand is back with more innovative experiential activity.
Led by Integrated marketing communications agency Euro RSCG KLP, it features a mix of live activity, back by point of sale and on-can promotion.

To disrupt the consumer journey and maximise impact and memorability, KLP has used the point-of-sale (PoS) as a means to engage the senses, creating ginger-haired wobblers and shippers that proclaim “too much Tango makes your guffs smell like oranges”, before farting loudly in the aisle.
To drive word of mouth marketing among teens, a warning message has also been positioned on the new 440ml Tango cans, urging consumers to call a helpline number if they were worried that they might have ‘Tango’verdosed’. Callers discover a secret antidote, which helps them return to normality, while also getting the chance to win one of four prizes.
Finally, KLP has also orchestrated an ‘Independent Takeover’ strategy, during which Tango will temporarily rebrand the street facings and install interactive PoS items in independent retail stores nationwide. This innovative activity is aimed to further deepen Tango’s engagement with its teen target audience.
The campaign will run across the summer on limited edition 440ml cans of Orange Tango across impulse and convenience channels and Tesco stores nationwide.
“The helpline, PoS and pack design has gone down extremely well with our sales teams and we can’t wait to see the consumer reaction too,” said Sally Symes, senior brand manager of carbonates at Britvic.

“The Independent Takeover work is an inspired idea and a great addition to the plan which will also provide a valuable case study for future activity.”
Commenting on the activity, KLP’s managing director, Hugh Treacy, said: “Few briefs give an agency as much creative license as Tango. It's refreshing to develop a campaign so intrinsically linked to a brand's personality – especially when the personality is as big as this one's.”

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