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.

The old packs had lost the 'magic' of Tango
The old packs had lost the ‘magic’ of Tango

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.Tango_cans

Tango new design