Iconic fizzy drink brand Tango is poised to unveil a new healthier image in a bid to grab a bigger share of an increasingly health-conscious market.
From July, Tango will contain only natural flavours and colours, although brand owner Britvic stresses it will retain its familiar fruity flavour. The brand will also get a new pack design and a new bottle shape to give it a more contemporary image.
A Citrus variant joins the stable and Britvic plans to back the entire revamp with a £2m marketing campaign, which will break in August.
The company would not confirm details of the new marketing campaign, but it is believed that it will flag up the reformulation. A spokeswoman said the activity would continue to use a tone that "other brands did not dare to or could not deliver credibly".
Previous advertising has focused on an anarchic, tongue-in-cheek image, with themes including the iconic 'You've been Tangoed' series, where drinkers were attacked by a character called Orangey and shouted at by a man with a megaphone. Viral activity has included a spoof on the award-winning Sony TV ad, replacing balls bouncing gently down a famous San Francisco street with oranges cascading down a street in Wales, smashing windows.
"We've kept the same flavour and we're targeting the same market, but the brand needs to modernise and keep up with the market," said the spokeswoman.
Fruit carbonates continue to account for a substantial share in the UK soft drinks market, despite struggling to maintain growth. The sector is still more than twice the size of the smoothies market in take-home sales [Nielsen Scantrack to Dec 06].
Britvic believes success lies in combining taste credentials with excitement from new packs and flavours, and emphasising health by removing artificial colours and flavours.
The activity forms part of Britvic's wider innovation push, which includes the launch of two pure juice products in the Robinsons range.