Blue Marlin Designs Packaging for Britvic's Turbo Tango

The pack, designed by integrated brand design agency Blue Marlin, looks deliberately edgy and disruptive to engage with its target audience.

7/1/2011 --- Britvic is set to shake up the soft drinks industry by giving its iconic Tango brand a new twist with the launch of Turbo Tango, a groundbreaking soft drinks innovation targeted at teens. The innovation features ‘nitro-fuelled’ aerosol technology, to deliver a foamy blast of orange and a totally new drinking experience.

Britvic led a team of more than 40 international development partners to create the world’s first soft drink dispensed through an aerosol container and has licensed rights to the patented technology that creates the foamy sensation. This technology has the potential to create a whole new future segment in the soft drinks market.

The pack, designed by integrated brand design agency Blue Marlin, looks deliberately edgy and disruptive to engage with its target audience. The challenging and urban-style graphics are very much in keeping with Tango’s inherent brand personality.

Turbo Tango will be targeted at late teens and will be available from July. The limited edition launch will focus on leisure and impulse outlets and selected cinemas Jonathan Gatward, Marketing Director at Britvic Soft Drinks, says: “Innovation is at the heart of everything we do. Our innovation team’s pioneering spirit, scientific know-how and technical expertise enables us to create drinks that are genuinely different and excite consumers. With Turbo Tango, we’ve gone one step further and come up with a world first that really is ‘soft drink meets squirty cream’.

“Customers already love Tango’s quirky, adventurous and irreverent advertising, this new twist on the brand will generate even more fans – teens and adults alike.” Sales of fruit carbonates more than doubled last year, and Tango outperformed the competition, growing in value by more than four times its nearest rival. Since Britvic’s 2008 ‘Save Tango campaign’, the brand has seen double digit growth year on year and built a loyal following amongst the teen market.

Gatward added: “Teen consumers told us they found the category ‘samey’, and they were ready for something genuinely new and different. The reaction to Turbo Tango has been amazing we’ve certainly never had teens trying to buy a pack from us in research before.”

Turbo Tango is the latest in a long line of soft drink innovations from Britvic. The ambition with Turbo Tango is to build long-term brand value by fusing Britvic’s consumer insight – that Tango’s teen customers want to be entertained with fun and quirky experiences – with scientific expertise.