In 2002 we were briefed to reverse this Tangos sales decline and generate re-appraisal of the brand. Our analysis of Tango was that over the past few years they had walked away from their big idea, focusing on their irreverent attitude but ignoring the product truth. Unlike Fanta, Tango uses all of the orange, pith included and tastes stronger as a result. The campaign we developed returned Tangos positioning to its product insight, whilst still using Tangos long established irreverent tone of voice.
TV
Barrel Hit
Barrel Miss
Helmet
Waterbed
Seal
Postman
Velcro
Bravo
Print
Orange Rehab
Apple Rehab
Cherry Rehab
Cuckoo Clock
Fan