Tango was struggling behind its rival Fanta, which dominated the category. Fanta's relaunch precipitated rapid delisting of Tango, which had to relaunch to survive. Parent company Britvic invested £0.75m in media for one year, making future backing conditional on proven success. Tango needed greater distinctiveness to justify its category role. Tango developed a new brand platform, rooted in the insight that 16-24s often suffer excruciating awkwardness, and lack the skills to style it out. This led to disruptive brand-building communications, attracting 1.4million extra households, stealing share from Fanta, and growing brand value by £11.6m year to March 2020.