‘You Know When You’ve Been Tango’d’ is back
Tango is seeking to connect with Gen Z consumers through a hefty dose of 90s nostalgia.
Nicola Kemp
Editorial Director CreativebriefThe most iconic 90s advertising tagline is back: ‘You Know When You’ve Been Tango’d’
24 years since it last graced the screen, the line is back with the aim of utilising 90s nostalgia to connect with Gen Z consumers.
The new brand platform and campaign, entitled ‘Wrecking Ball of Tang’, has been created by VCCP. The work has been designed to cut through the clutter to land ‘the intense hit of tang that characterises the intense taste and flavour experience of drinking a Tango’.
The brand is hoping to embed Tango at the heart of British youth culture by leaning on its heritage to attract a new audience.
This campaign brings our most iconic tagline into the modern day: perfectly capturing the mischievous, boundary-pushing energy that people love about the brand.
Munnawar Chishty, Chief Marketing Officer at Carlsberg Britvic
VCCP’s Girl&Bear Studios brought the idea to life with award-winning comedy director J Marlow. The film centres on a man in a fast food shop who, upon taking a sip of his Tango, gets knocked over by a wrecking ball of tang.
He then stands back up, shocked, and there is no doubt in his mind that he has been Tango’d. The films are intentionally short to bring to life the quick, intense flavour hit, as well as to work in an array of typically lower attention media environments including YouTube and social.
Alongside the hero film, the integrated campaign will roll out across eye-catching orange billboards and flood social formats to leave Britain’s youth in no doubt as to the power of the intense tang of a Tango.
Munnawar Chishty, Chief Marketing Officer at Carlsberg Britvic, explained: “Tango is making a bold return to its roots, celebrating the bold ‘flavour hit’ that comes with drinking a Tango. This campaign brings our most iconic tagline into the modern day: perfectly capturing the mischievous, boundary-pushing energy that people love about the brand, leaning heavily into the pure comedy of our 90s heritage."
Ross Neil, Executive Creative Director at VCCP Blue, added: “Tango has such a rich advertising history, so it's been a fantastic challenge bringing back the brand’s classic provocative, mischievous tone for today’s audience. We wanted to make sure we put our famous flavour hit at the heart of all our comms but framed it in a fresh way for a new generation. This fun, slightly absurd spot lands the brand right back where it belongs.”