Tango Hits the Road

By Curtis, James | Marketing, May 30, 1996 | Go to article overview

Tango Hits the Road


Curtis, James, Marketing


Communicating a brand's message to retailers can be a tricky business but as James Curtis reveals, Britvic's unconventional Tango roadshow reinforces its quirkiness

Tango is a brand you would expect to do things differently. Ever since Britvic re-launched the soft drink, backed by the quirky Howell Henry Chaldecott Lury ads, Tango's brand values have been consistent: madcap, ironic and irreverent.

So, when it came to communicating its new [pounds]124m UK marketing drive to trade customers, it is not surprising that Britvic did not go for the sit-across-the-desk-with-a-laptop option.

It decided to go on a caravan tour.

Britvic wanted to bring the brand to life in a tangible form, reflecting the same wacky brand values to its trade customers as to consumers. It also wanted an environment in which it could have a focused dialogue, taking customers through the rationale of the relaunch and how they could benefit from the strategy. The branded caravan, devised by face-to-face marketing agency In Real Life, was a good way to achieve this - the chance to be Tango'd by the marketing team.

David Atter, marketing manager for Tango, explains that the caravan is "a metaphor for how the brand works". He says: "We wanted to create a madcap, mental environment but then give a presentation based on sound business and marketing principles."

Colin Hatfield, a partner with In Real Life, says: "We could have done a conventional presentation or taken over a venue and bussed people in, but they would both have been wrong. We wanted to get across to the trade that this is a watershed year for Tango and we wanted to mark that point of change in a memorable way."

Britvic's aim is to drive equal penetration of all four flavours, throwing the same marketing weight behind Apple, Lemon and Blackcurrant as the successful Orange variety (Marketing, May 16). It aims to make Tango the UK's biggest soft drink brand outside the cola market and hopes to be selling 600 million litres by 2001. Pepsi's target for the same year is 700 million litres.

In order to do this, it is important that Tango not only gets more shelf space, but that there is an equal emphasis on all four brands. This is central to the company's presentation message; making the point that the other flavours are not just extensions to Orange but also brands in their own right. …

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