Britvic relaunches Tango range to reverse decline

by Samuel Solley, Marketing 16-Nov-05

Britvic is preparing to relaunch its flagship Tango soft-drink brand as it bids to turn around faltering sales.

Although plans are at an early stage, the company is understood to have
appointed roster design agency Jones Knowles Ritchie to manage the
packaging relaunch, which comes just two years after Tango's last

overhaul.

Insiders are tipping the changes as Tango's most radical since it
introduced its black packaging 13 years ago.

The redesign is intended to attract new consumers to the brand, which
has been hit hard by the decline in demand that is being felt across the
high-sugar soft-drinks market.

In 2004, sales of Tango fell 19% to £51m, down from £64m in
2003. Tango's market share fell 11.7% between 2000 and 2004, according
to Mintel, while rival Fanta's share rocketed by over 40%.

A Tango spokeswoman confirmed that JKR would look at 'a redesign of
Tango across all formats'.

The appointment is not thought to affect Britvic's advertising agency,
Clemmow Hornby Inge.

Britvic this week announced long-awaited plans to float on the London
Stock Exchange, with an expected value of £800m.