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New Tango launch attracts wrong kind of attention

New Tango launch attracts wrong kind of attention

Tango has launched a limited edition 440ml Tango With Added Tango can only to have the launch hijacked by the media who instead of shouting about that Tangoooh! taste, spotted an unfortunate coincidence.

The Sun pointed out that the can’s promise, Tango with Added Tango, actually spells the word twat (a general term of abuse since 1920s) when read vertically. 

Makers Britvic said it was a “coincidence”, however, in a press release sent to utalkmarketing about the relaunch, Tango’s marketing communications agency, Euro RSCG KLP wrote they “knew it had to bring the madness to life to truly engage the target audience and establish a dialogue with the brand”.

In a quirky new campaign to launch the new Tango with Added Tango, consumers are warned that drinking too much Tango may make your hair turn ginger (yes those ones too), or lead to all manner of crazy, unpredictable side effects.

To disrupt the consumer journey and maximise impact and memorability KLP have used the point of sale as a means to engage the senses, creating ginger-haired wobblers and shippers that proclaim “too much Tango makes your guffs smell like oranges” before farting loudly in the aisle.

To drive WOM amongst teens, a warning message was slapped on the new 440ml cans urging consumers to call a Helpline number if they were concerned they may have ‘Tango’verdosed’. 

Finally, in a bold and innovative venture KLP has also orchestrated an ‘Independent Takeover’ during which Tango will temporarily rebrand the street facings and install interactive POS items in Independent stores nationwide.

The campaign will run on limited edition 440ml cans of Orange Tango across impulse and convenience channels and Tesco’s nationwide from 1st June – 30th September 2009.

Sally Symes, senior brand manager of carbonates at Britvic, said, “The Helpline, PoS and pack design has gone down extremely well with our sales teams and we can’t wait to see the consumer reaction too. The Independent Takeover work is an inspired idea and a great addition to the plan which will also provide a valuable case study for future activity.”

Hugh Treacy , KLP’s managing director, added, “Few briefs give an agency as much creative license as Tango. It's refreshing to develop a campaign so intrinsically linked to a brand's personality - especially when the personality is as big as this one's.”

 

AJR

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