Carlsberg Britvic soft drink Tango is the latest brand to go back to the 1990s with a new campaign that resurrects the classic “You Know When You’ve Been Tango’d” with the aim of embedding it into the heart of British youth culture.
Originally devised by HHCL & Partners, the line first appeared in the Orange Man ads aired in 1992; the campaign continued until 1996 before returning for several years in the 2000s.
Now it is part of the new “Wrecking Ball of Tang” brand platform that has been created by VCCP, which was appointed to the business in 2017. It is designed to spotlight the intense hit of tang that characterises the intense taste and flavour experience of drinking a Tango.
Tapping into Tango’s “provocative” personality, the brand embarks on a journey of returning to its heritage, celebrating the flavour “hit” that comes with drinking a Tango through humorous mischief reminiscent of Tango’s iconic 1990s ads – reworking it to resonate with a new, younger audience.
VCCP’s Girl&Bear Studios brought the idea to life with award-winning comedy director J Marlow.
At the heart of the campaign is a 10″ film that humorously dramatises the power of Tango’s tangy flavour by releasing a wrecking ball of tang at the exact millisecond the flavour hits the protagonist’s tastebuds.
The film centres on a man in a fast food shop who, upon taking a sip of his Tango, gets knocked over by a wrecking ball of tang. He then stands back up, shocked, and there is no doubt in his mind that he has been Tango’d. The films are intentionally short to bring to life the quick intense flavour hit, as well as to work in an array of typically lower attention media environments including YouTube and social.
Alongside the film, the integrated campaign will roll out across orange billboards and flood social formats to leave Britain’s youth in no doubt as to the power of the intense tang of a Tango.
The integrated campaign will run across TV, social, OOH, bus wrap, special build and ad pause until November.
Carlsberg Britvic chief marketing officer Munnawar Chishty said: “Tango is making a bold return to its roots, celebrating the bold ‘flavour hit’ that comes with drinking a Tango. This campaign brings our most iconic tagline into the modern day: perfectly capturing the mischievous, boundary-pushing energy that people love about the brand, leaning heavily into the pure comedy of our 90s heritage.”
VCCP Blue executive creative director Ross Neil added: “Tango has such a rich advertising history, so it’s been a fantastic challenge bringing back the brand’s classic provocative, mischievous tone for today’s audience. We wanted to make sure we put our famous flavour hit at the heart of all our comms but framed it in a fresh way for a new generation. This fun, slightly absurd spot lands the brand right back where it belongs.”
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