UK: Britvic brings Tango ‘out of rehab’ in UK
Britvic is set to run a marketing campaign for its Tango soft drink brand in the UK.
The company confirmed today (13 August) that that the campaign, which forms part of a GBP2m (US$4m) investment in the brand, will focus on the fact that the drink is now free of artificial colours and flavourings.
Starting this month, and running for six weeks, the push will target mothers with a series of press and outdoor adverts. The ads push the concept that Tango has been to rehab and 'come out clean'. The print and outdoor executions take the form of certificates awarded from rehab centres around the world, including the Beryl Ford Clinic, the Willows centre in Arizona and the Friary.
"Mums have become increasingly conscious of both their own and their families' health so it's important for us to shout about the fact that we've addressed this by removing artificial flavours and colours from the Tango range," said Peter Kirby, brand director of carbonates at Britvic.
"The new campaign is also fitting with the inventive, irreverent and creative attitude that Tango is renowned for, allowing us a deliver a strong message to consumers over the key summer selling period."
Available in 500ml PET bottles and 300ml cans, the Tango range comprises orange, apple, cherry and new citrus, with the citrus and orange flavours also available with no-added-sugar from last month in the country.
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