In a bold step reminiscent of its 90s and early 2000s heyday, Tango has launched its new ‘Warden’ campaign, crafted by VCCP London and its creative studio, Girl&Bear. This latest advertising endeavour, infused with the brand’s signature humour and irreverence, follows in the footsteps of last year’s ‘Bust’, where Tango’s notorious Tango Dark Berry lab was hilariously raided. Thanks to the explosive energy of that campaign, Tango has seen significant growth, expanding by a staggering 32.1% since last April and securing its position as the fastest-growing brand in its category.
Reviving Tango’s Edgy Humour
‘Warden’, the second instalment in Tango’s ‘dangerously potent flavour’ brand platform, underscores Tango Orange’s powerful flavour, setting it apart from generic orange fizzy drinks. Targeted at a Gen Z audience, the campaign seeks to rekindle Tango’s iconic persona of boldness and mischief, while staying true to its British humour roots.
The campaign is a collaboration of talents, brought to life by an integrated team involving VCCP, Girl&Bear, mSix&Partners, Cirkle, Initials, and ID. VCCP’s in-house social team handled TikTok content, while media planning, PR, in-store marketing, and sampling were expertly coordinated by other partners.
A Hilariously Mischievous Plot
Centred around a 30-second film directed by Ben Tonge, who also directed ‘Bust’, the ‘Warden’ ad reveals the absurd lengths Tango will go to highlight its ‘dangerously potent flavour.’ The plot unfolds in a prison cell where a smuggled Tango Orange can is uncovered. The warden, in true Tango fashion, gets caught up in the beverage’s exuberant flavour, leading to a dance frenzy that leaves the inmates bewildered. Fans of ‘Bust’ will notice a familiar face, the original Tango lab boss, who shouts, “He’s completely Tango’d!”
Social Media Buzz and Widespread Reach
Tango’s creative team crafted behind-the-scenes content for TikTok, capturing the warden’s dance from different angles to engage viewers in a humorous ‘POV’ style. The campaign’s reach extends across Instagram and outdoor advertising, with mischievous taglines like “Give your tongue a citrusy spank” and “Blow your oranges off,” each centring Tango Orange front and centre. Paid social media ads encourage viewers to “Get off your face on flavour.”
A Testament to Tango’s Bold Heritage
Munnawar Chishty, Chief Marketing Officer at Tango, praised the campaign’s alignment with Tango’s core values: “Tango is back with another mischievous ad, building on our brand’s iconic roots as we continue to break boundaries within the soft drinks category. The ‘Warden’ campaign is the perfect follow-up to ‘Bust’, driving home the message that above all other competitors, Tango is the go-to if you want an outrageously potent flavour.”
George Wait, Creative Director at VCCP, also expressed enthusiasm for the project: “Tango is a brand with an incredible advertising heritage, one that’s always an honour and joy to work on. Following on from our campaign launch last year, ‘Warden’ is the latest instalment that we hope takes the series and the brand to a new exciting, and slightly mad place.”
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