Britvic is investing in its much loved Tango brand with the introduction of three new sugar free flavours, a packaging re-design and a £2.2m marketing investment which will see the brand back on TV for the first time in four years.
Available in-store from this week, new flavours include Tropical, Strawberry & Watermelon and Orange sugar free – which is rolling out with an improved recipe – aiming to attract younger shoppers to the soft drinks category.
The iconic brand is set to drive relevance among 16 – 24 year olds leveraging its distinctly British personality and irreverent humour that people have come to know and love. With the latest data showing that younger shoppers are the fastest growing age group buying low and no sugar fruit carbs1, the more diverse flavours and modern pack design will help bring a new generation into the brand. Sugar free is growing at a volume of +8% year on year2, presenting retailers with an opportunity to drive sales by expanding their range in this area.
Phil Sanders, GB Commercial Director, At Home for Britvic, comments, “Tango is a brand with big personality and we’ve always been bold with our humour and tone. Now we need to excite the younger generation who perhaps don’t know what we’re about and make them stop and notice Tango. We know our existing fan base is very loyal, but new consumers need a reason to try, which is why we’re going big with three new sugar free flavours and a complete overhaul of our pack design. The unique tangy flavour of Tango is now incorporated within Strawberry & Watermelon and Tropical sugar free variants, which will further excite shoppers by giving them something new.”
The activity will be supported by the biggest spend the brand has seen in eight years, with a new TV ad this summer, sampling, digital and in-store activation. Each new sugar free flavour will be available in a range of formats, giving shoppers even more choice.
Notes to Editors:
Tango Sugar Free Orange, Tropical and Strawberry & Watermelon
2 litre bottle, MRSP: £2.29
600ml bottle, MRSP: £1.39
500ml bottle, MRSP: £1.39
375ml bottle, MRSP: £0.99
330ml can, MRSP: £0.67
For further press information, please contact the Britvic team at Cirkle.
Tel: 01494 731 750
All reader enquiries should be directed to: Customer Services, Britvic Soft Drinks on 0345 7581781
1 Penetration %, Yr on Yr % change, Total Fruit Carbs, Total, 52 w/e 15th July 2018
2 Nielsen Scantrack, Total Coverage, Volume % Chg vs. YA, 52w/e 16.02.19, Sugar Free as defined by Soft Drinks Industry Levy