Research showed that Tango, the carbonated soft drink, was liked but it had no image. It was felt teenagers would respond to advertising which gave Tango a distinct personality and made it 'their' brand, in the face of dominant global brands. Target audience: core target 13-17 years. Media: 4 TV and cinema ads. Evaluation: increased sales and share (data supplied). Distribution amongst target market increased in 16-34 age group. The advertising helped build the brand by making it relevant to the lifestyle of its core consumers.