Britvic is investing in its Tango brand with the introduction of three new sugar-free flavours, a packaging refresh and £2.2m marketing campaign.
The new sugar-free flavours are Tropical, Strawberry & Watermelon and Orange. Each is available in a range of formats, including 330ml cans, 500ml and 2L bottles.
Tango’s new flavours and modern packaging aims to “drive relevance” with younger consumers, bringing a “new generation” to the brand.
In addition to sampling and digital activation, a new TV ad will launch in the summer – the first for Tango in four years.
Russell Goldman, commercial director, foodservice and licensed at Britvic, said: “Tango is a brand with big personality and it’s always been well loved for that.
“We want to make sure we continue to attract younger drinkers to the brand, ensuring they are excited by our comms and by the flavours we offer.
“That is why the new sugar free flavours of Tropical and Strawberry & Watermelon are such great additions to our range.
“As well as these, the unique ‘tang’ of our best-tasting Tango Orange will be available in a new and improved sugar-free Orange variant as we continue to see people switching to low and no-sugar alternatives of their favourite soft drinks.
“With the brand back on TV later this year, Tango will be front of mind as people look for a refreshing drink to enjoy this summer, creating a fantastic sales opportunity for operators.”