Back in black: what do you think of the Tango rebrand?

A rebrand for Tango hits the shelves today, aiming to draw teens back to the British soft drink with humorous pseudo-science.

Brandhouse, part of Hangar Seven, has redesigned the packaging and updated the identity of Tango, working closely with Britvic Soft Drinks on the brand’s rejuvenation,

The new packaging redesign sees Brandhouse return to the Tango brand, having created the 'soft drink that acts like a lager’ campaign that thrust it into the ad world spotlight with a black can in the 1990s. The campaign won both Design Effectiveness and Design Week awards.

“To be able to revisit a brand that we helped to make famous over 15 years ago is such a thrill for us,” said Mark Wickens, founder of Brandhouse. “Our challenge has been to ensure that the brand remains as edgy and exciting as it has always been and making it relevant to today’s consumers, whilst upholding the product’s wealth of heritage, strong brand personality and nostalgic legacy. Tango is an iconic brand and understanding the key elements of its DNA has been central to realising the Tango team’s vision.”

Brandhouse spent time engaging with the target market to understand what resonates with them and what makes them tick. Brandhouse invented the 'science' of the Anatomy of Tang - a visual dissection of fruit anatomy by identifying and annotating tang sources at every level, from skin-tangs to deepest darkest tangs.

Kirsty Hunter, Britvic's director of carbonates, said of the campaign: “With the recent introduction of our new Blood Orange flavour, we are delighted to be able to launch the reinvigorated Tango identity and packaging. The redesign serves to increase brand awareness and make it stand out on-shelf and we are confident that the new look will kick off 2015 with a Tango-tang and drive sales over the coming year.”

What do you think? Will young adults forget Fanta and take up Tango because of this rebrand? Let us know your thoughts.

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