Tango launches new £5m ad campaign

Britvic Soft Drinks' Tango brand has continued its association with eccentric and quirky advertisements with the launch of a new £5million TV campaign.

The new "Tango Inside" advertisements star a strange, bespectacled creature that lives in everyone's stomach. The belly dwelling "Tango Inside" character comes to life after being fed with Tango whereupon it offers its host well intentioned, yet misguided, advice.

Cathryn Sleight, Britvic's director of brand marketing, said: "Tango has a loyal band of followers who hugely enjoy the brand's habit of taking a normal situation and looking at it from a different perspective. Tango is continuing its mission to satisfy its core followers with intelligence and wit."

Meanwhile, Britvic Soft Drinks, has undertaken a major restructuring initiative as part of its £20million Right Choice category management programme.

The sales and marketing operations have been streamlined into two separate departments. Brand management and category management have been combined and will be headed by newly appointed director, Andrew Marsden, while the previous three sales divisions and the operations department are now unified under the sales and operations director, Paul Moody.

The restructuring, which has resulted in minimal job losses at management level, is in line with a Right Choice programme aimed at driving growth and profits within the soft drinks category as a whole.

Founded on an understanding of consumers' soft drinks demands, Britvic believes that Right Choice could add an extra three per cent to market growth over the next five years and provide an additional £400million every year.

Andrew Marsden said: "We have driven this new approach throughout the organisation, trained all managers from board level down and looked at every aspect of our business to ensure that we deliver a three way win for the consumer, the customer and ourselves, creating real benefits for everyone involved."

Britvic added that it will contact all customers to inform them of any changes that affect them.