Magazine article Marketing

Campaign Casebook: Apple Tango

Magazine article Marketing

Campaign Casebook: Apple Tango

Article excerpt

Britvic gained ground in the fizz market by turning Orange Tango's 'hit' into an Apple 'drench'.

It would be no surprise to see the term 'Tango'd' in the next edition of the Oxford English Dictionary. Used by tabloids to describe an orange-coloured person, the word has entered the vernacular after starting life in a 1991 ad campaign.

Having lain dormant for a number of years, the strapline 'You know when you've been Tango'd' was resurrected in 2002, when Clemmow Hornby Inge took the soft-drink's account from HHCL.

The first Orange Tango ads in this campaign re-established the line using the strategy 'the hit of the whole fruit' to ground its communications in the nature of the product, rather than wacky ads that lacked justification.

TV and poster executions showed the protagonist going to great lengths to get his 'hit' of orange, assisted by porcupines, giant magnets and electric fans.

The challenge for Britvic in 2003 was to develop the campaign across Tango's range of flavours, while retaining consistency, humour and the time-honoured strapline. This corresponded with a range rationalisation and a new-look curved bottle, which saw the brand ditch its distinctive black as it fought back against Coca-Cola's revamped Fanta.

Individual impact

Analysing the effectiveness of the first stage of the campaign taught the team which elements were key to success, says Britvic category director Andrew Marsden. 'This allowed us to increase creative freedom in the second stage and make the ads really enjoyable,' he says.

Tango had previously created distinct personalities and advertising campaigns for each flavour, but the next stage was identifying a 'fruit impact' specific to each one.

Associating Apple Tango with 'drenching' inspired a fully integrated, participation-led campaign - The Big Drench - focused on increasing distribution.

The first TV ad was the Cannes Gold winner 'Postman', in which a man is drenched by apple juice flooding through his ceiling. As with the Orange Tango ads, subtle humour was provided by a 'commentator' who remarked on the proceedings as if he were covering a sports event. This was followed in 2004 by 'Velcro', which saw the man drop into a bath of apple juice.

Running alongside the ads was The Big Drench roadshow. Armed with a giant branded cement mixer, a pile of water guns and an Apple Roulette machine, Tango toured the country soaking passers-by and celebrities, publicised via local radio and a PR campaign targeting the tabloids.

While the integrated nature of the activity is central to the campaign's success, Marsden describes it as 'solid marketing', arguing that 'the real strength of the campaign is in its outstanding advertising'. …

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