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
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had to be withdrawn.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
CHI won the business following a pitch through Agency Insight. In
addition to HHCL, Delaney Lund Knox Warren and TBWA/London pitched for
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
Soft drinks is the most valuable of all FMCG categories listed in
Marketing's Biggest Brands. It was worth £1772m in the year to