Tango Design & Branding SLAP AND TICKLE by Blue Marlin Brand Design

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Industry Soft Drinks
Media Design & Branding
Market United Kingdom
Agency Blue Marlin Brand Design
Executive Creative Director Martin Grimer
Designer Gavin Halford
Released June 2009

Credits & Description

Category: Non-Alcoholic Drinks
Advertiser: BRITVIC
Product/Service: TANGO SOFT DRINK
Date of First Appearance: Jun 1 2009 12:00AM
Executive Creative Director: Martin Grimer (Blue Marlin)
Account Director: Ben Cleaver (Blue Marlin)
Designer: Gavin Halford (Blue Marlin)
Visualiser: Carl Bartram (Blue Marlin)
Media placement: Drink Can - Supermarket - 1 June 2009

Describe the challenges and key objectives
The challenge was to make the most of Tango’s unique personality and full on taste to drive value share growth. The strategy of previous years had been to appease the gatekeepers – mothers – and to deliberately dial down Tango’s personality and attitude in packaging and advertising. Britvic recognised that in today’s market conditions Tango’s greatest asset lay in its distinctive humorous personality. The new design had to engage and entertain its target audience of 17-25 year olds, who are notoriously difficult to impress.

Describe the brief from the client
The brief set by Britvic Soft Drinks was to recapture Tango’s irreverent sense of fun and full on taste in a new brand identity, packaging, tone of voice and off pack communications.

Describe how you arrived at the final design
We created an identity that is a clear expression of Tango’s nature, based around the idea of slap and tickle. The slap comes from Tango’s big flavour with the tickle provided by humorous copy lines and design details. Where many brands used imagery in a cute, innocent way, Tango’s packaging shows fruit getting crushed, punctured, mangled, mauled and mashed up. Graffiti style type and illustrations give the brand a little edge without it taking itself too seriously. Lines of copy complete the look and feel with deadpan delivery suited to Tango’s values. The design is highly campaignable.

Give some indication of how successful the outcome was in the market
Since the new look made its debut, sales have soared and the brand has taken on a new relevance and aura of coolness for its target consumers. When Tango is in the hands of its target audience its brand values of impact and entertainment come across loud and clear.