Tango is re-launching its successful limited edition 440ml can with a brand new on-pack music promotion.
The promotion is part of a £2.5m summer campaign running between June and August which will meet consumers thirst for an intense fruity taste and intense entertainment.
Available from the 1st June, 2010 for 12 weeks, the Tango Orange Sound System cans will direct consumers to text a unique code in order to download a Thumb’n’Bass pocket raver application to their phone. The activity targeting young adults, will be supported by a mix of media including radio, TV, and online activity, including www.youtube.com/tango.
Tango will also be sponsoring the main stage at the Underage Festival in August as well as creating a digital environment, Tango’d Films. Hosted on Tango’s youtube channel, www.youtube.com/tango, the film features a boy called Colin who goes to church with his Nan, drinks Tango and dances like a nutter to a church organ drum n’ bass mash up soundtrack. Consumers can download the soundtrack for free & up-load their re-enactment of Colin’s performance to YouTube to be in with a chance to win VIP tickets to the Underage festival.
Adam Goodger, senior brand manager for Tango, says: “We know from the response last year that consumers loved our bigger can, so we brought it back with a new music makeover! Tango drinkers crave on the spot entertainment fixes and we’re answering this need with a music related on-pack promotion. But being Tango we won’t stop there. Tango will be unavoidable this summer with a tongue-in-cheek through the line campaign and sponsorship of the Underage Music Festival.”
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