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ADVERTISING CAMPAIGNS

Tango 'Save Tango'

Agency: BBH

Client: Britvic

In typically brash style Tango has launched the second part of its Save Tango campaign, which positions the drink as a British institution under threat from healthy eating.

The campaign has already included TV presenter Jonathan Ross being ‘Tangoed’ outside L’Oranger restaurant and comedian Dom Joly protesting on London Bridge with a bevy of Page 3 girls and the Tango dwarf.

In a new viral for the campaign, TV news presenter Alan shows us the grass-roots Save Tango campaign in action, one that says "up yours manufacturers of smoothies and guarana-infused vitamin drinks, you will not squeeze Tango out of the market".

Members of the “resistance” are shown raising funds to support the movement in unconventional ways, including a car-jacking couple and a school that has set up its own sweat shop manufacturing T-shirts.

A bright orange outdoor ad campaign features strap lines like "You can't drink white rhinos", "The ozone isn't fizzy" and "Giant pandas don't fit in vending machines".

"The campaign taps into the insight that people feel we've all started to take ourselves a little too seriously and have taken being 'PC' a bit too far," explained Simon Stewart, Britvic marketing director.

"Save Tango capitalises on this sentiment with a series of humorous and typically Tango 'on-the-edge' antics that are set to entertain consumers as well as galvanise their support."

According to Nielsen figures, at the end of 2007, the soft drink had suffered a 27% decline in year-on-year sales.

What do you think? Write your review below and you could win a bottle of champagne in our 'Review of the Month' competition.

AJR
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