Britvic is launching a clear, sugar-free version of Tango in response to a backlash against sweet soft drinks in favour of healthier options.
Tango Clear, which is set to hit shelves in April, is part of the company’s response to a growing shopper demand for better-for-you drink offerings.
It comes as the influential Britvic Soft Drinks Report shows carbonates declined by 4% and fruit flavoured carbonates by 13% in value last year (ACNielsen, take-home MAT 25 December 2004). Meanwhile, healthier options, particularly probiotic drinks, smoothies, functional and adult drinks, outperformed the whole sector.
Tango Clear will be supported by a £7m marketing campaign
in its first year, including a £3.7m launch to include TV advertising from May to August.
Aimed at 18- to 30-year-old women, it is available in Apple & Watermelon and Lemon & Kiwi, in 500ml, two litre bottles and six 330ml multipacks and has a slight colour hint.
It will be competing mainly with flavoured mineral waters, and Britvic hopes to present a less “laddish” image of the brand while benefiting from all its weight. It comes after the launch this month of Diet Coke with Lime. In January, Pepsi, which is distributed by Britvic, rolled out Pepsi Max Twist, a sugar free lemon and lime variant.
Britvic’s carbonates controller, Adam Troy, said: “Our research has shown that there is an opportunity in the diet fruit carbonates sub-category.”
Britvic managing director Paul Moody said that with over 400 new entrants to the take-home soft drinks market in 2004, finding new ways to make brands appealing to consumers was becoming more important.
He said: “Responding to consumer trend towards health and well-being will be key drivers of growth in the future.”
Claire Hu