Britvic Soft Drinks has unleashed the latest quirky promotion for Tango backed by a £2m spend. The new bid to entice young people to choose Tango over all other soft drinks is structured round the message: Tangoism ­ Shout Down Non Drinkers.' The promotion will encourage consumers to buy a Tango megaphone (for £2.99) to seek out non drinkers and shout them down. The campaign will appear on pack, backed by four weeks of advertising from February 21 on television, posters and the youth press. A new internet game on www.tango.co.uk will also incite consumers to "grass up their mates online" ­ and Tango will send them a stroppy letter telling them to mend their ways. Britvic claims the megaphone will become a cult item. Tango has a heritage of running wacky campaigns. Britvic marketing director Andrew Marsden said: "Tango is our secret weapon. Its appeal is irresistible, and this will drive penetration and frequency of purchase for the whole sub category." There's also an incentive for the trade. As well as point of sale promotion in cash and carries and retail outlets, Britivic is running a distribution drive among independents and will reward customers for stocking Tango. In March, cash and carries will offer 330ml cans of Tango at the price of 24 for 20 and 500ml bottles pricemarked at 59p with two litres at 99p. {{P&P }}

Topics