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Tango’s new packaging design gets ‘mashed up’
To celebrate the onset of summer, Tango is launching a new packaging design that will enhance the unique personality of the brand and communicate the brand’s value of outrageous fun.
Entitled ‘Mash up’, the design concept features mashed up fruit in a graffiti style, which will appeal to Tango’s core audience of young males.
Rolling out from the middle of May, the new can design not only includes Tango exploding, puncturing and mauling its fruit, it also contains humorous, deadpan taglines to depict Tango’s no-nonsense approach to producing a tasty, thirst-quenching soft drink.
These include:
- ‘We win taste contests. Not beauty contests’
- ‘We take the prettiest, tastiest cherries. Then we mangle them’
- ‘Only the best-tasting fruit makes it. The rest get the chop’
- ‘We love apples. To bits!’.
Sally Symes, senior brand manager for Tango, said: “The new design is a modern and fresh expression of the Tango brand that will deliver maximum on-shelf impact. After receiving great feedback from research groups, we’re confident that the new creative will appeal to our target audience and clearly reflect the brand’s refusal to take itself too seriously.”
The new livery is the culmination of the ‘Save Tango’ and ‘Thank You for saving Tango’ campaigns. The new design idea – Mash up – is translated in different ways on each pack format and variant – from 330ml cans to 2-litre bottles and six-packs – to raise the level of interest and engagement with the brand.
Source: Britvic Soft Drinks
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