Soft drinks manufacturer Britvic is launching a new blood orange variety to its Tango brand, accompanied by a comprehensive pack redesign.
Tango blood orange will be available in four different size formats – including 2l, 600ml and 330ml bottles – will be supported by a new marketing campaign across television and social media.
Its introduction will help to enhance the brand’s association with oranges. “The brand’s fruit cues will be dialled up against its iconic black background, while annotations illustrate that Tango is fanatical in delivering optimum levels of ‘tang’ in every drop,” the company said.
Kirsty Hunter, director of carbonates at Britvic, said: “We have created Tango blood orange in direct response to consumers’ love of all things orange. As part of our commitment to innovation, we aim to deliver the best-tasting intense orange experience and we believe that Tango blood orange does this. We have also taken this opportunity to re-invigorate the rest of the Tango brand portfolio with new packaging that will make it stand out on-shelf, further driving impulse sales in 2015. Retailers should stock up on the full Tango range including new Tango blood orange to make the most of the increased brand awareness.”
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