Tango: How restoring Tango's voice saved it from extinction

By 2008, Tango was teetering on the edge of extinction, with retailer and internal confidence at an all time low. By going back to its roots and recovering its irreverent brand voice from the inside-out, a dramatic recovery of Tango’s fortunes was achieved first internally, and then with the trade and consumers. Tango's unique, rallying cry 'Save Tango' demanded support from Britvic and the trade, and ‘Tango with Added Tango’ (with the bigger 440ml T.W.A.T can at the heart of the idea), recovered Tango’s voice with the core target of 17 to 24-year-old males and drove rate of sale in impulse. It has been calculated the total communications effect generated £8.5m uplift in revenue, with a revenue ROI of £5.67 for every £1 spent and profit ROI of £2.06 for every £1 spent.