May 2009
Blue Marlin Brand Design has created sensational new packaging for Britvic Soft Drinks’ fruit carbonate Tango that reinforces its heartland of bold, irreverent fun. The new packaging features images of seriously mashed up fruit and graffiti style type along with its iconic black and white background.
The slap comes from Tango’s big, fruity taste hit; the tickle is provided by little lines of copy that are humorous, but deadpan reflecting the brand’s refusal to take itself seriously.
For instance, for cherry flavour the line is–Cherry Tango: ‘We take the prettiest, tastiest cherries. Then we mangle them.’
Tango is one of the great fruit carbonate brands of recent years and is fondly remembered for its edgy marketing campaigns of the last decade, but needs to retain its relevance to 17-25 year old males of today.
Britvic set Blue Marlin a challenge: to leverage Tango’s unique personality and full taste delivery to drive value share growth. The aim of the redesign is to ensure that when Tango is in the hands of the target audience the brand values of impact and entertainment come across loud and clear through the packaging.
Many soft drinks brands have been using fruit on their packaging in a cute, innocent, often child-like way, which does not appeal to Tango’s target audience. So in true Tango style, its new look depicts fruit getting mangled, crushed, exploded, punctured and mauled in the name of great taste.
Blue Marlin Executive Creative Director Martin Grimer said, “Tango’s personality needed to be brought to life again so we have really mashed up the packaging to bring out its innate Tangoness and put its personality back where it belongs: in your face. It pokes fun, it’s fruity and it makes you grin–or should that be cackle?”
Tango senior brand manager Sally Symes says: “The new design is a modern and fresh expression of the Tango brand proposition that will be really impactful on shelf as well as having elements of discovery for consumers as they get closer to the pack. The design is a significant change, will prompt reappraisal, but is also very recognisable as Tango which is vital.”
The new livery is the culmination of the Save Tango and Thanks (for saving Tango) campaigns that ran earlier this year. The mash up design idea is translated in different ways on each pack format and variant–from 330ml cans to 2lt bottles and six packs–to raise the level of interest and engagement with the brand.
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