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101 takes first brave step along new Tango route

‘You Know When You’ve Been Tango’d’ helped to make Howell Henry Chaldecott Lury the most famous British agency of its day and newbie (well fairly newbie) 101 has picked up the Tango baton with its debut for the Britvic fizzy drink.

So, on Britain’s Got Talent at the weekend, we had a very un-Tango ten-second ad followed by outraged Gogglebox-style Tango ‘superfan,’ one Rodney Cloomb, wondering what had happened to his favourite brand.

Then:

Britvic director of carbonates Jo Spencer says: “Following on from the launch of Tango Blood Orange earlier in the year, we are very excited to be rolling out the new campaign which will remind consumers why they love the brand, by showing them quite the opposite of what they would expect.

“The ads are amazing and have the hallmarks of another unforgettable Tango campaign which we’re confident Tango fans are going to love. Our considerable investment in this campaign shows our commitment to invigorating the Tango brand and driving sales.”

101 founding partner Phil Rumbol says: “We wanted to turn Tango into a talking point again by creating advertising as unique as the drink itself. It’s a fantastic opportunity that’s involved a lot of trust on both sides, and there’s a huge amount more to come.”

Rumbol was the marketing boss at Cadbury behind the celebrated Dairy Milk ‘Gorilla’ campaign while other 101 luminaries came from campaign agency Fallon. So maybe we have another classic TV campaign on the way. Not before time either, thought they’d died out.

Too early too judge this yet but a promising start.

Here’s Tango from back in the day, featuring a young James Corden, no less. Banned too it seems, but that’s Tango for you.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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