Tango was in danger of losing its edge with a design that was no longer relevant to the brand's adolescent male target. The task was to breakthrough with a new brand identity and pack design that cranked up attitude appeal and reverse 11% brand decline.
A complete brand overhaul recharged the pack, bringing Tango’s irreverent, cheeky and full-on taste cues back to life with loud and humorous delivery. Graphics featuring oversized bright, bursting fruit alongside various hazardous objects create a mashed up energy, with emphasis on the edgy nature of the brand as well as its exotic juicy tastes. Following redesign, parent company Britvic reported that an explosive 16% growth in sales had made Tango the fastest growing soft drink brand in the UK.
Following the redesign Britivic added Turbo Tango to the range. The aerosol-powered foam drink was the first of its kind, taking Tango’s category disruption to new heights.