Despite the controversy, the impact of “You know when you’ve been Tango’d,” was undeniable. It became a talking point across the nation, often mimicked and referenced in various forms of media. The campaign highlighted Tango’s brand as daring and innovative, willing to push the boundaries of traditional advertising.

Obviously we need to keep some of that cheekiness and energy, of the atl for the shopper communications to deliver a platform to teens (Gen Z) that inspires, talking to them as both as consumers – and shoppers.

It’s not about selling liquid in bottles or cans from chillers, but delivering uplifting consumption moments, relevant to shoppers in their key occasions, every day.

The message is to mischievously transform the moment with the tangiest refreshment burst.

We’ll leverage immediate consumption moments to answers shopper needs, drive volume within the category across channels and add value for our customers

‘What the Tang?’ will be a long-term activation thought across both teens as consumers/shoppers and Mums as shoppers.

The goal is for it to become part of the brand's cultural vernacular for the next three years in a wholly ownable way that puts Tango back on the map