The Drum Awards for Marketing - Extended Deadline

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By Gillian West | Social media manager

May 26, 2015 | 2 min read

Tango returned to TV screens this weekend with its first campaign in two years.

Making a splash with a terrible, cheesy 10-second advert during Saturday’s Britain’s Got Talent the initial teaser drove viewers to search #TangoMyLove to find out more about the exceptionally un-tangy advert which showed two animated oranges dancing in a whimsical world of butterflies and blissful music.

Two ad breaks later the advert was revealed to be a joke with a Goggle-box style window into the living room of Tango superfan Rodney Cloomb as he reacted in disgust to the animation, wonder what on earth had become of his beloved brand.

Jo Spencer, director of carbonates at Britvic, said: “Following on from the launch of Tango Blood Orange earlier in the year, we are very excited to be rolling out the new Tango campaign and driving talkability about this fantastic iconic British brand. Our considerable investment in this campaign shows our commitment to supporting Tango and further driving consumer appeal and sales.”

101 founding partner, Phil Rumbol, added: “We wanted to turn Tango into a talking point again by creating advertising as unique as the drink itself. It’s a fantastic opportunity that’s involved a lot of trust on both sides, and there’s a huge amount more to come.”

Matthew Holness, best known for TV comedy Garth Merenghi’s Darkplace, directed the campaign that will roll out over the summer with further TV spots and online content including the #5StagesOfTang and Tango’s very own shopping channel: Smart Deals TV.

Tango superfan Rodney Cloomb is also tweeting – @rodneycloomb – his reactions to the campaign plus quite a bit more besides.

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