Britvic is turning the labels on Tango cans upside down in a bizarre move to boost sales of the fizzy drink.

Responding to a dare by social networking site Bragster.com, the reverse design will appear on all 330ml variants of the drink. Some 2.5 million cans will be redesigned for the limited-edition promotion.

“Tango is a brand that likes to do the unexpected and turn things upside down – and this time we’re doing it with our cans,” said senior brand manager Sally Symes. “The new upside-down cans will only be available for a limited period but will significantly increase visibility in display units and consumer interest.”

Last November Britvic launched its Save Tango campaign, which led to an 8% value sales increase and 20% boost in distribution to impulse outlets [Nielsen, 12 w/e 24 January].