Tango sets sights on Generation Z as it goes for Bust and taps back into ‘mischievous advertising heritage’
Britvic brand Tango has launched Bust, a new integrated campaign conceived by VCCP London and its content creation studio Girl&Bear.
Introducing a new platform ‘dangerously potent flavour’, the initiative aims to attract a new core audience, Gen Z.
This is the second large scale campaign VCCP has launched for the brand following a Tanguru campaign.
At its heart is a 60 second film directed by comedic director, Ben Tonge, and produced by Girl&Bear which signals a return to the Tango ads from the 1990s and 2000s.
It focuses on a police raid busting a Tango lab. The police surround a house before bursting in and arresting a group of illegal cooks. In the rooms there are berries in packets, hidden Tango cans and beakers and test tubes containing a purple liquid.
One of the officers tries a drop of the purple liquid and cannot stop dancing as he is lost to the powerful flavour of Tango. Two other police officers assess and discover that it is exactly what they thought, “A Tango Dark Berry lab”.
The PC who tasted a drop is revealed to be “completely Tango'd’. The film ends with a secret motherload of Tango Dark Berry being discovered behind a fake wall.
Harriet Dyson, Marketing Controller Fruit Flavoured Carbonates at Britvic, says: “Tango is a much loved, bold British brand with a mischievous advertising heritage.”
“We are excited to launch an exciting new campaign that demonstrates the power of our tangy fruit flavours. Bust is the first advert in our new ‘dangerously potent flavour’ campaign and we can’t wait for everyone to “Get Tango’d.”
George Wait, Creative Director at VCCP, adds: “Tango is the reason many of us got into advertising in the first place, so we all knew we had huge shoes to fill when coming up with an entirely new campaign for the brand.”
“Tango has always pushed the boundaries on what's acceptable for a soft drink and we've tried to honour this heritage, taking the brand back to its roots of comedic hyperbole. To celebrate the product's powerful flavour we've created a world, redefining the whole perception of Tango as a substance and giving new life to the idea of getting Tango'd.”
“We're all really excited to unleash this campaign on the world and continue to play in this slightly ridiculous, edgy and unmistakably 'Tango' universe we've created.”
The campaign is running in the UK from 15th April on TV, broadcast video on demand, social, online video and on cinema screens.
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