Tango hands Clemmow Hornby Inge £5m task

Britvic has awarded its £5m advertising account for Tango to

Clemmow Hornby Inge in a bid to revive the brand's flagging sales in the

UK.



CHI will work to win back market share in the face of rivals such as

Coca-Cola's Fanta and energy drinks, including Red Bull. Despite

outspending Fanta on promotions, sales of Tango were down 17% in the

year to April 2001 according to ACNielsen MMS.



The appointment brings to an end Tango's ten-year relationship with HHCL

and Partners, during which time the agency made controversial

advertising a trademark of the Tango brand. In 1991 HHCL created TV ads

carrying the catchy strapline 'you know when you've been Tango'd'.



It went on to develop the off-the-wall theme with ads featuring an

orange character slapping peoples' ears and middle-aged men shouting

through megaphones at an overweight schoolboy.



Both ads came under fire from the Independent Television Commission and

had to be withdrawn.



Tango has suffered at the hands of competitors imitating its creative

approach. Fanta played on the 'orange' theme in its campaign using the

strapline 'Why can't everything orange taste like Fanta?'



In addition to increased competition from the energy drinks sector,

Tango has also had to fight for shelf-space against a host of mineral

water brands.



CHI won the business following a pitch through Agency Insight. In

addition to HHCL, Delaney Lund Knox Warren and TBWA/London pitched for

the business.



The shift is a blow to HHCL which has lost a string of high-profile

clients in the past year including online bank Egg to Mother and the AA

to M&C Saatchi. However, despite moving Tango out of HHCL, the agency

still holds sister-Britivic brand Robinsons.



By contrast, CHI's win comes hot on the heels of a raft of big brands

such as The Telegraph and Carphone Warehouse. Tango was the ninth

biggest soft drinks brand according to Marketing's Biggest Brands survey

(Marketing, August 9, 2001).



This represents a drop of two places from its 2000 positioning.

Health-oriented brands such as Robinsons, Tropicana and Lucozade climbed

the table.



Soft drinks is the most valuable of all FMCG categories listed in

Marketing's Biggest Brands. It was worth £1772m in the year to

April 2000.



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