Brief

Brands have to interest and excite their consumer at every encounter, none more so than a fruit carbonate brand operating in the highly competitive youth soft drink sector. Tango gobbled up ideas in every one of its communication channels, but with the danger of visual disparity. Tango required constant, creative, brilliantly executed communications that resonated ‘Tangoness’.

Response

All leading youth culture emanates from urban environments and Tango needed urban credibility to put it at street level with its consumers. By combining Tango’s fun, energy and creativity with specific elements of urban art we developed a tight creative platform for all communications that simultaneously provided the freedom needed to deliver the brand in the hand and the brand in the head.

Every medium was treated as an opportunity to maximise creative brand communications. For instance, vending machines were treated as art installations, lorries as 48 sheet posters and promotions as in-store theatre.