2000 EFSP Grand Prix
2000 EFSP Gold Soft Drinks Category
2001 SPCA - Marketing Campaign of the Year
2001 ISP Platinum - Consumer Promotions
2001 ISP Gold - Consumer Awareness
2001 ISP Gold - Premiums

The Challenge
Encourage young consumers to choose Tango over other soft drinks and increase brand preference within a highly competitive category.

The Insight
This audience responds to bold, irreverent campaigns that invite participation and create a sense of shared behaviour.

The Idea
Create a campaign that actively encourages Tango drinkers to ‘shout down’ non-drinkers, turning brand preference into a loud, participatory act.

Execution
A fully integrated campaign spanning TV, radio, posters, press and on-pack activity.

Consumers were encouraged to purchase a Tango megaphone and take part in the campaign by seeking out non-drinkers and ‘shouting them down’.

The activity was amplified through radio wind-ups featuring John Culshaw, alongside widespread visibility across over 40 million promotional packs.

Result
Advertising awareness increased from 35% to 57% within three months

Radio campaign reached 45% of all 15–19-year-olds

Tango megaphone sales exceeded targets

One of Tango’s most successful campaigns