Tango was a brand in trouble – its category was in decline, and Tango was suffering more than most, with a nasty 11% brand decline reported. The brand – which made waves when it first arrived on the scene with its outlandish brand identity – was becoming dated. Simply put, Tango had lost its mojo.
Our research identified the creative territories that motivated consumers and helped design agency bluemarlin come up with a design route that recaptured the ‘edge’ that makes Tango different. The new design reinjects the brand’s characteristic irreverence and loud tone of voice.
The result was a whopping 16% growth in sales, making Tango the fastest growing soft drink in the UK.