Tango returns to the iconic ‘You Know When You’ve Been Tango’d’ line for first time in 24 years
The campaign, by creative agency VCCP, spotlights the intense hit of tang that characterises the punchy taste and flavour experience of drinking a Tango.
Soft drink brand Tango, owned by Carlsberg Britvic, launches a new brand platform and campaign ‘Wrecking Ball of Tang’.
The new brand platform brings back the iconic line ‘You Know When You’ve Been Tango’d’, aiming to embed it into the heart of British youth culture. More than just an iconic piece of advertising history, the line unmistakably captures the intense, bold taste and tangy flavour hit that makes Tango distinctive and has set the brand apart for generations.
Tapping into Tango’s provocative personality, the brand embarks on a journey to return to its unmistakable roots, celebrating the flavour ‘hit’ that comes with drinking a Tango through humorous mischief reminiscent of Tango’s iconic ‘90s adverts – reworking it to resonate with a new, younger audience.
VCCP’s Girl&Bear Studios brought the idea to life with award-winning comedy director J Marlow.
At the heart of the campaign is a 10” hero film that humorously dramatises the power of Tango’s tangy flavour by releasing a wrecking ball of tang at the exact millisecond the flavour hits the protagonist’s taste buds.
The film centres on a man in a fast food shop who, upon taking a sip of his Tango, gets knocked over by a wrecking ball of tang. He then stands back up, shocked, and there is no doubt in his mind that he has been Tango’d. The films are intentionally short k to bring to life the quick, intense flavour hit, as well as to work in an array of typically lower attention media environments including YouTube and social.
Alongside the hero film, the integrated campaign will roll out across eye-catching orange billboards and flood social formats to leave Britain’s youth in no doubt as to the power of the intense tang of a Tango.
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