Britvic calls for ad review in bid to revive Tango

Britvic is reviewing the advertising for its flagship Tango soft

drink brand as it attempts to fight off competition from a host of

energy drinks and mineral waters.

Britivic has issued an ultimatum to HHCL and Partners, which has created

ads for Tango for the past ten years. It said it is already in

discussion with rival agencies should HHCL "fail to crack the brief for


Although still a leading soft drinks brand with sales of £71m in

the year to November 2001, the Tango brand has come under threat from

energy drinks such as Red Bull, mineral waters and the resurgence of UK

rivals such as Irn Bru.

HHCL is famous for creating award-winning work for the soft drink,

including the well-known ads which feature the strapline 'You've been

Tangoed' and the TV ad 'Blackcurrant Charge', which is set on the white

cliffs of Dover.

Britvic said the review does not affect its Robinson's juice drinks

account with HHCL.


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