Britvic Soft Drinks has revamped Tango and added a new blood orange variant in a bid to reverse a 4.2% drop in sales to £31.2m [Nielsen 52 w/e 11 October 2014].
The updated look retains Tango’s signature black background but puts a stronger emphasis on the brand’s ‘fruit cues’.
It is rolling out this week, with the new Tango Blood Orange - available in 330ml, 600ml, 6x330ml and two-litre formats.
Tango Blood Orange is the fourth flavour in the portfolio, which already features orange, apple and cherry variants.
Britvic is supporting the newcomer with a multimedia push that will include TV and social media.