Tango labels are turned upside down as part of a dare
Tango owner, Britvic is turning the labelling on cans of the soft drink on it’s head in response to a dare by social networking site, bragster.com.
The limited edition can, which also carries the bragster.com logo, comes shortly after Britvic’s move to change the brand name on its cans to the word “Thanks!” This move was part of the drink brand’s campaign to “thank the public for saving the brand”
In March, Tango formed a partnership with bragster.com, that has resulted in the production of 2.5 million upside down Tango cans.
The interactive campaign has also seen bragster.com users from all over the globe, engage in a range of Tango-themed pranks including covering themselves in the fizzy drink.
The strategy has been supported by experimental activity this week, which saw a number of dancers donning orange bikinis standing on their heads in London.
After posing on the London Underground, Tango’s PR stunt was moved to the Tate Modern, and later the Millennium Bridge, where the girls continued to balance on their heads.
A spokesperson for Bragster said: “People in the Tate Modern actually thought this was a new piece of art; I personally also love the reactions in the tube.”
The Tango and Bragster partnership has also directly led to the creation of new user-generated content. The campaign is expected to continue throughout the year, with more co-branded stunts highly anticipated.
Sally Symes, Tango senior brand manager, says: “The new upside-down cans will only be available for a limited period but will significantly increase visibility in display units and consumer interest in the two and a half million cans available.”
In November, Britvic launched the “Save Tango” campaign as part of its bid to return the once much loved brand, back to a market leading position.
The company reported that the campaign resulted in an 8% increase in value sales of the 330ml can in impulse and a 20% increase in distribution to impulse outlets, according to Nielsen data.
Popularity: 2% [?]
