Playing on the brand’s trademark humorous personality, the back of the can features a voice-activated freephone helpline that offers advice on any side effects consumers may suffer after consuming Tango.
As a reward for calling, consumers will also get the chance to enter a free draw to win prizes such as a Sony PlayStation, Sennheiser headphones, a Cannondale Bad Boy 2009 hybrid bike, and a Sony iPod docking hi-fi system.
The launch will be supported by in-store POS material with straplines including, ‘Too much Tango makes your hair turn ginger, yes even those ones!’ and ‘Too much Tango makes your guffs smell of oranges’.
A consumer marketing campaign including print advertising, PR, online hub and social media will also raise awareness of the new format.
Sally Symes, senior brand manager for Tango, said: “Tango consumers love the brand’s edgy personality and it has certainly been reflected in our activity this year. While this may be true, the new variant equally has a serious sales message for retailers. A larger can also means greater profit potential.”
Britvic has carried out a number of activities in 2009 to continue to raise the brand’s profile. Since the new year, it has already redesigned Tango’s packaging, turned the can’s labelling upside down, and said ‘Thanks’ to the nation after a successful campaign to ensure the brand’s long-term future.
Source: Britvic
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