The limited edition can, only available for the orange flavour, is to “thank the public for saving the brand” following the ‘Save Tango’ campaign, which was launched to help increase sales.
Over the last few years, the brand has seen sales decline, but Britvic now reports that sales were up 8% for the 330ml can in impulse, and 20% in distribution to impulse outlets since the launch of the campaign.
The ads, created by Bartle Bogle Hegarty, claimed the drink was in danger of becoming “extinct” due to pressures from government, celebrity chefs and other groups to remove sugary drinks from the public’s diet. In addition to several ‘happenings’, which included a London protest march, the campaign also included a short film on the Tango website.
Video: Save Tango
Video: Dom Joly takes part in the Save Tango protest
Source: Marketing Week
© FoodBev Media Ltd 2024