Iconic soft drink Tango has returned to TV screens with a new multi-million pound integrated campaign focused on its ‘dangerously potent flavour’.
Created by agency of record VCCP, the brand’s first campaign in four years will be led by a surreal 60-second spot featuring a mock police raid on what appears to be a drugs lab.
Hilariously, the so-called ‘drugs’ being produced are in fact nothing more than cans of Tango ‘Dark Berry’ flavour – which nonetheless leave an investigating officer dangerously ‘Tango’d’ upon consumption.
With a distinct nod to its unique and colourful brand heritage, this latest campaign will look to recruit greater numbers of Gen Z customers whilst retaining Tango’s distinctive brand identity.
Having broken over the weekend, the hero film will be supported by activity across broadcaster video-on-demand, social media, online video and cinema.
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“Tango is a much loved bold British brand with a mischievous advertising heritage. We are excited to launch an exciting new campaign that demonstrates the power of our tangy fruit flavours. Bust is the first advert in our new ‘dangerously potent flavour’ campaign and we can’t wait for everyone to “Get Tango’d,” Britvic marketing controller of fruit flavoured carbonates, Harriet Dyson said.
‘Bust’ marks VCCP’s second campaign for the Britvic-owned brand, following on from 2019’s award-winning ‘Tanguru’ creative.
VCCP creative director, George Wait added: “Tango is the reason many of us got into advertising in the first place, so we all knew we had huge shoes to fill when coming up with an entirely new campaign for the brand. Tango has always pushed the boundaries on what’s acceptable for a soft drink and we’ve tried to honour this heritage, taking the brand back to its roots of comedic hyperbole.”
“To celebrate the product’s powerful flavour we’ve created a world, redefining the whole perception of Tango as a substance and giving new life to the idea of getting Tango’d. We’re all really excited to unleash this campaign on the world and continue to play in this slightly ridiculous, edgy and unmistakably ‘Tango’ universe we’ve created.”
