Tang Design & Branding FLAVOURS by Bates Mumbai

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FLAVOURS

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Industry Non-alcoholic drinks
Media Design & Branding
Market India
Agency Bates Mumbai
Executive Creative Director Abhinav Pratiman
Art Director Virendra Shinde
Released January 2012

Credits & Description

Category: Promotional Item Design
Advertiser: KRAFT FOODS
Product/Service: KRAFT FOODS (TANG)
Agency: BATES
Chief Creative Officer: Sagar Mahabaleshwarkar (Bates India)
Executive Creative Director: Abhinav Pratiman (Bates India)
Associate Creative Director: Virendra Shinde (Bates India)
Art Director: Virendra Shinde (Bates India)
Media placement: Business Cards - Kraft Foods - Tang Office - 1/03/12

Describe the brief from the client
Tang was getting launched in 3 new exciting flavours in the market. Along with a promotional campaign for the same, we also needed to develop a unique identity for the internal marketing/sales team of Tang that would create the same buzz around the launch of flavours.

Describe the challenges and key objectives
Instead of creating a traditional business card for the team, the key challenge was to create an identity that would not only be as fresh as Tang flavours, but also promote the new flavours.

Describe how you arrived at the final design
To enjoy Tang, all you need to do is put it in a glass of water. We designed the cards in such a way that it creates the same experience. We printed the glass-shaped cards on special paper, so that once you dip them in water, the colour changes to a particular flavour. Thus giving the impression of a glass of Tang.

Give some indication of how successful the outcome was in the market
The innovative cards created a lot of buzz among traders, partners and key retail affiliates. The cards were also given away as a promotional item along with packs of Tang at the retail level. Over 3,000 customer calls were received in the first week of launch, with positive feedback.