Britvic is tapping into current consumer trends for healthier and lower sugar alternatives by launching a sugar free variant of Tango Orange. Tango Orange Sugar Free will be available to buy from September 2015.
Kevin McNair, GB Marketing Director at Britvic, commented: “We are very excited to be extending the Tango range with the launch of Tango Orange Sugar Free, which delivers the same distinctive tang of Tango but with no added sugar.
“Carbonates remains the number one soft drink sectori and with consumer preferences shifting to lower sugar variants we are confident that Tango Orange Sugar Free will have strong appeal and will further drive awareness and sales for the brand.”
The new variant will benefit from the brand’s multi-million campaign launched earlier this year. The fully integrated Five Stages of Tang campaign was launched in May to reinforce the brand’s core product truth, that “Tango is the one with the Tang!” Additional online content was unveiled during the summer attracting over eight million views on Facebook, Twitter and YouTube.
Tango Orange Sugar Free packaging will create a contrast to the rest of the Tango portfolio’s black background, boasting a silver design to pique consumer interest and trial through disruption on shelf.
iSource: Nielsen Scantrack – Total Coverage – Value – MAT 9th May 2015