Britvic is putting the fizz back into fizzy drinks with an aerosol-powered Tango that squirts soft drink into the consumer’s mouth.
Turbo Tango (rsp: £1.60), which “features nitro-fuelled aerosol technology to deliver a foamy blast of orange”, is aimed at teenagers. “Hold upright and squirt in your mouth (and nowhere else)”, the drink’s instructions advise.
It will debut next month with a limited release through leisure and impulse outlets, plus selected cinemas. If the trial is a success, Britvic may give the drink a wider rollout next year.
The launch will be supported by a sponsorship deal with the film version of cult TV series The Inbetweeners, which hits cinemas in August, as well as viral media activity and outdoor advertising.
“Teen consumers told us they found the category ‘samey’ and were ready for something new and different,” said Britvic soft drinks marketing director Jonathan Gatward. “We’ve come up with a world first that really is ‘soft drink meets squirty cream’.”
Britvic may need to work on the product’s environmental credentials, however, as the packaging cannot be recycled.
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Focus On Soft Drinks (30 April 2011)
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