Tango’s new campaign dips into 90s nostalgia
Tango returns to iconic ‘You Know When You’ve Been Tango’d’ line for first time in 24 years.
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Soft drink brand Tango, owned by Carlsberg Britvic, launches a new brand platform and campaign Wrecking Ball of Tang.
The campaign, by creative agency of record VCCP, spotlights the intense hit of tang that characterises the intense taste and flavour experience of drinking a Tango.
The new brand platform brings back the iconic line ‘You Know When You’ve Been Tango’d’ with an aim to embed it into the heart of British youth culture. More than just an iconic piece of advertising history, the line unmistakably captures the intense, bold taste and tangy flavour hit that makes Tango distinctive and has set the brand apart for generations. Tapping into Tango’s provocative personality, the brand embarks on a journey of returning to its unmistakable heritage, celebrating the flavour ‘hit’ that comes with drinking a Tango through humorous mischief reminiscent of Tango’s iconic ‘90s adverts – reworking it to resonate with a new, younger audience.
Credits
View on- Agency VCCP/London
- Production Company Girl&Bear (In-House at VCCP/London)
- Director J Marlow
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Credits
View on- Agency VCCP/London
- Production Company Girl&Bear (In-House at VCCP/London)
- Director J Marlow
- Editing Trim
- Post Production/Color Harbor Picture Company/UK
- Sound Noble State London
- Content Creation Girl&Bear (In-House at VCCP/London)
- Executive Creative Director Ross Neil
- Creative Director Dipesh Mistry
- Creative Director Drew Haselhurst
- Producer Chelsea Chapman
- Producer Harriet Lea
- Executive Producer Francesca Best
- Producer Maxine Bicknell
- DP David Procter
- Editor Matt Newman
- Post Producer Roberta Fox
- Colorist Alex Gregory
- Sound Engineer Munzie Thind
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency VCCP/London
- Production Company Girl&Bear (In-House at VCCP/London)
- Director J Marlow
- Editing Trim
- Post Production/Color Harbor Picture Company/UK
- Sound Noble State London
- Content Creation Girl&Bear (In-House at VCCP/London)
- Executive Creative Director Ross Neil
- Creative Director Dipesh Mistry
- Creative Director Drew Haselhurst
- Producer Chelsea Chapman
- Producer Harriet Lea
- Executive Producer Francesca Best
- Producer Maxine Bicknell
- DP David Procter
- Editor Matt Newman
- Post Producer Roberta Fox
- Colorist Alex Gregory
- Sound Engineer Munzie Thind
VCCP’s Girl&Bear Studios brought the idea to life with award-winning comedy director J Marlow. At the heart of the campaign is a 10” hero film that humorously dramatises the power of Tango’s tangy flavour by releasing a wrecking ball of tang at the exact millisecond the flavour hits the protagonist’s tastebuds. The film centres on a man in a fast food shop who, upon taking a sip of his Tango, gets knocked over by a wrecking ball of tang. He then stands back up, shocked, and there is no doubt in his mind that he has been Tango’d. The films are intentionally short k to bring to life the quick intense flavour hit, as well as to work in an array of typically lower attention media environments including YouTube and social.
Alongside the hero film, the integrated campaign will roll out across eye-catching orange billboards and flood social formats to leave Britain’s youth in no doubt as to the power of the intense tang of a Tango.
Munnawar Chishty, Chief Marketing Officer at Carlsberg Britvic said: “Tango is making a bold return to its roots, celebrating the bold ‘flavour hit’ that comes with drinking a Tango. This campaign brings our most iconic tagline into the modern day: perfectly capturing the mischievous, boundary-pushing energy that people love about the brand, leaning heavily into the pure comedy of our 90s heritage."
Ross Neil, Executive Creative Director at VCCP Blue added: “Tango has such a rich advertising history, so it's been a fantastic challenge bringing back the brand’s classic provocative, mischievous tone for today’s audience. We wanted to make sure we put our famous flavour hit at the heart of all our comms but framed it in a fresh way for a new generation. This fun, slightly absurd spot lands the brand right back where it belongs.”
