Helping save Tango!

Sales of fizzy drinks were losing their bubble as public nagging about healthier choices began to win the argument. Tango had to fight back. “Save Tango from the do-gooders”, was the message. Could the tide be changed? Yes, when led by a tongue-in-cheek, integrated PR campaign that ignited a response from people who were fed up with being told what to do.

Hijacking the news agenda wherever possible gave the media masses of oxygen for the Save Tango campaign. Results gathered from a survey of "great British things we've loved and lost", reinforced with antics and irreverent stunts, created a wave of news the press could run with, story after story.

The buzz was amplified by an online siege; savetango.com website, Facebook campaigners, Twitters, Flickr and bloggers created a viral epidemic never seen before in the UK.

Extra noise was generated with nationwide demonstrations including a parade of orange marchers hitting the streets of London, storming the Mayor's live press conference.

Targets were smashed:

• Sales of Tango increased by 30%
• 20% increase in distribution across impulse
• +40% purchase intent
• Total media value +£3m
• 200m OTS
• Campaign recall was ⅓ of all UK adults 95% driven by PR.

 You can view another video for the Tango campaign here.