Britivic’s Tango is appealing to a new generation of teens with a soda drink campaign that underlines the drink's refreshing qualities. Instead of specifically focusing on flavor, the humorous campaign visualizes situations where teens are guided through awkward situations by sage advice from a new character called the "Tanguru," who provides quick thinking to reverse predicaments that could otherwise turn disastrous. In the case of 'Text Message,' a risqué text message that's mistakenly sent to a parent is rapidly turned into a thoughtful suggestion for dinner.
The refreshing soft drink is now offered in a trio of sugar-free flavors that will be particularly appealing to young consumers of Gen Z who are looking for a better-for-you alternative to traditional soda products.
What's Driving This Trend
- Humorous Beverage Campaigns
- Humorously visualizing beverage consumption situations can be a way to appeal to a new audience and create a strong brand identity.
- Sugar-free Beverages
- Offering better-for-you alternatives to traditional soda products can attract health-conscious consumers and capture a growing market share.
- Character-driven Advertising
- Utilizing a new character or persona to represent a brand can be an effective way to differentiate from competitors and connect with younger demographics.
Who This Affects Most
- Beverage Industry
- The beverage industry can innovate by creating sugar-free beverage lines and using humorous character-driven advertising campaigns to appeal to a younger market.
- Marketing Industry
- The marketing industry can capitalize on character-driven advertising campaigns that utilize humor to create strong brand identities and connect with younger demographics.
- Health and Wellness Industry
- The health and wellness industry can align with sugar-free beverage options and support these products to attract consumers looking for better-for-you drink alternatives.
