The Tango Zero’d Range Targets Gen Z Consumers
Michael Hemsworth — January 22, 2026 — Marketing
References: carlsbergbritvic & betterretailing
The Tango Zero’d range is making its way to the UK market this year as a series of refreshments that are intended to catch the attention of shoppers with vibrant visuals, high-quality flavor and more. The drinks are targeted towards Gen Z shoppers and come in three flavors including Orange, Apple and Cherry, which are each characterized by their sugar-free formulation. The drinks are each branded with eye-catching imagery and branding names to help them pop off store shelves to encourage purchases.
Brand Director, Carbonates at Carlsberg Britvic David Laidler spoke on the Tango Zero’d range saying, "This new look is all about increasing visibility and amplifying the Intense bold taste of our Tango flavour ranges. The refreshed packs hero Tango’s great taste, ensuring the brand really stands out on the shelf. By making the brand’s flavour appeal even more prominent, we’re making it easier for retailers to trade shoppers up and keep the category vibrant and relevant – especially for Gen Z.”
Brand Director, Carbonates at Carlsberg Britvic David Laidler spoke on the Tango Zero’d range saying, "This new look is all about increasing visibility and amplifying the Intense bold taste of our Tango flavour ranges. The refreshed packs hero Tango’s great taste, ensuring the brand really stands out on the shelf. By making the brand’s flavour appeal even more prominent, we’re making it easier for retailers to trade shoppers up and keep the category vibrant and relevant – especially for Gen Z.”
Trend Themes
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Gen Z-specific Branding — Brands are increasingly tailoring their visual identity and marketing strategies to specifically resonate with Gen Z consumers, offering opportunities to innovate in personalizing brand experiences.
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Sugar-free Formulations — The demand for healthier, sugar-free beverages is growing, allowing companies to innovate by expanding their product lines with alternative sweeteners that don't compromise on taste.
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Bold Visual Packaging — With the rise of visually driven consumption, there's a notable trend in creating packaging designs that use vibrant colors and striking imagery to capture consumer attention.
Industry Implications
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Non-alcoholic Beverage Industry — This industry is innovating with new, sugar-free soda options that appeal to both health-conscious consumers and those seeking bolder flavor experiences.
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Marketing and Advertising — Agencies within this sector can explore innovative approaches to engaging younger audiences through visually engaging campaigns and distinctive branding strategies.
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Packaging Design — Companies are seeking novel design solutions that make use of bold, eye-catching visuals to differentiate their products on crowded retail shelves.
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