A bit of slap and tickle
Tango was a great brand that had lost its fizz. Research showed that the previous nicey, nicey packaging appealed more to Mums than the brand’s target market - adolescent boys. Tango clearly needed some shaking up. (Or even a bit of a slapping.)
We decided that Tango needed to express its irreverent personality and full-on taste in a way you wouldn’t miss. Our revamped identity, with its mashed-up pack design, deadpan tone of voice and cheeky on-pack copy certainly upset the orange cart…
Since the redesign, Britvic has declared that Tango is now the fastest-growing soft drinks brand in the UK.
