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.