New Tango 'Aargh!' campaign to benefit licensees

TV and online marketing activity for soft drinks brand will "drive sales in the impulse channel".
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Britvic Soft Drinks' brand Tango is launching a wacky new marketing campaign, reminiscent of the famous "You know when you've been Tango'd" ads.

Titled ‘Aargh’, the campaign hopes to boost the Fruit Carbonates category, "drive sales in the impulse channel" and "benefit Tango licensees".

Harnessing the brand’s cheeky personality, the new campaign plays on the idea that Tango is made from pure orange intensity, and when people drink it, this intensity comes out. This is manifested as a 16 stone, orange bodybuilder whose vocabulary consists of one word: ‘AARGH’!

The activity includes TV and radio advertising, consumer PR, experiential activity, point of sale and social media, which will tap into Tango’s Facebook following of 470,000 fans.

Three new TV ads have been produced by renowned director Tim Godsall. These will hit small screens across the UK during the Britain’s Got Talent final, reaching over 14 million viewers. Tango will be encouraging viewers to Tweet the brand if they want to see an even more intense advert during the next break.

Each ad features Tango drinkers as the intense orange flavour takes hold and they transform into the ‘Tango Aargh Man’. Created to drive relevancy and brand appeal amongst 14 to 24 year olds, the ads show East London corner-shop owner Ajab, young football player Gaz and love-struck teen Shannon, as they each succumb to the strength of the Tango taste. 

The POS range includes dump bins, wobblers and posters all in vibrant orange and featuring the ‘Aargh’! Man.

The marketing activity comes following the success of the 20 per cent bigger flash on 600ml carbonated bottles, which have helped to fuel brand sales this year.

Jonathan Gatward, Marketing Director at Britvic, commented: “Interest and engagement in Fruit Carbonates has slightly fallen in recent years, however we’re confident that by harnessing the power of Tango’s infamous irreverent personality, we will put the fizz back into this sub-category. 

"There is real affinity throughout the nation for the Tango brand that is just ready to be tapped into, which will of course benefit retailers. The ‘Aargh’ campaign encapsulates Tango’s brand essence perfectly, will connect with our target audience and once again, get the nation talking about and buying this notorious, much-loved brand. Tango is already growing five times faster than Total Soft Drinks, so retailers should stock up now to see their sales soar.” 

Start Licensing work with Britvic Soft Drinks to licence the Tango brand. There are a number of licensees in place that include Kinnerton for Tango Chocolate, Rose Marketing for confectionery, Smiffy’s for dress up, 151 Products for car air fresheners plus shower gels, Poetic Gem for apparel and Crackerjack for Lip Balms.

"Tango is a natural for licensing," said Ian Downes from Start Licensing. "This new campaign will create further momentum and focus for licensees – Tango’s iconic status makes it stand out in the licensing market and the licensees on-board already have enjoyed good sales and listings for their products “. 

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