Tango pays homage to advertising heritage in new social-first ad

Britvic-owned soft drink brand Tango has launched a new campaign, ‘Warden’, paying homage to its iconic advertising heritage.

Developed by creative agency VCCP and produced by Girl&Bear, the campaign features a 30-second spot showcasing the drink giant’s creative history.

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This campaign, the second under the ‘dangerously potent flavour’ brand platform targeting Gen Z consumers, aims to uphold Tango Orange’s distinct taste against generic orange fizzy drinks.

As a result, the drinks giant has launched a big, social-first TikTok push, with help from VCCP’s in-house social team who created content for the social media giant.

The campaign will run from 3 May until the end of August across various channels including TV, BVOD, DOOH/OOH, social media, and TikTok.

The company revealed that mSix&Partners handled media planning and buying, with PR, in-store, and sampling aspects being managed by Cirkle, Initials, and ID respectively.

Notably, the ad includes a reference to the previous ‘Bust‘ film, with the arrested Tango lab boss making a cameo appearance.

Britvic GB Marketing Director, Munnawar Chishty, said:” Tango is back with another mischievous ad, building on our brand’s iconic roots as we continue to break boundaries within the soft drinks category.

“The ‘Warden’ campaign is the perfect follow-up to ‘Bust’, driving home the message that above all other competitors, Tango is the go-to if you want a dangerously potent flavour.”

VCCP Creative Director, George Wait, added: “Tango is a brand with an incredible advertising heritage, one that’s always an honour and joy to work on.

“Following on from our campaign launch last year, ‘Warden’ is the latest instalment that we hope takes the series and the brand to a new exciting, and slightly mad place.”