Can we still Tango? Yes we CAN

What do you do with your brand when you find yourself on the wrong end of political correctness and macro environmental trends? The brand Tango, a popular fizzy orange drink from the eighties is now suffering from our current obsession with healthy eating, detoxing, 'manger moins bouger plus' and other such mantras. Its sales are dropping but Tango's response was not to shift the brand into some no-man's land of rarefied, healthy and natural drinking but to play on it's political incorrectness and remain firmly positioned in the business of fizzy drinks a long distance from the Smoothie. These are joyfully disrespectful, politically incorrect videos which far from evoking health, vitamins and hydration shows just how silly you can be with a brand whilst still working a hot marketing trend, in this case communities, both online and social, led by Dom Joly. Thanks to sixytsecondview for bringing this subject back into the fore. Oh and just for the fun, I've added one of my favourites at the end. The geordie football commentary is wonderful and the orange guy went on to star in arthouse commercials for Pirelli. (Christmas trivia, you'll thank me for it)