Tango'd by a lack of cash? (soft drinks)
Tango'd by a lack of cash? (soft drinks)
ChouekeM.Marketing Week, August 3, 2006, Start page: 22,No. of pages: 2
Purpose – to consider the ramifications of the delisting by Somerfield,the fifth-biggest supermarket in the UK, of Britvic’s Tango products and 7UP. Design/methodology/approach – describes the difficulties facing the Tango brand and the consequent realignment of Britvic’s brand strategy around the more healthy brand extension. Findings – Tango Clear will remain in Somerfield stores as it presents a point of difference, and therefore a choice, for customers but there are rumours that other major supermarkets will also delist the Tango range. Explains that the Tango brand has been realigned,with Tango Clear the new headline focus of the range, but Britvic must ensure that Clear succeeds as a product in its own right to justify the significance the Tango brand commanded when it invited analysts to offer valuations of the company’s assets during its initial public offering in December 2005. States that Clear is aimed at health-conscious 18-30-year-old women but wonders whether the sophisticated Clear drink will thrive under a brand umbrella that became famous for HHCL’s irreverent and nonsensical “You’ve been Tango’d” advertising. Recommends that Britvic keep the brand and reformulate the product to make it acceptable to health-conscious consumers who still love and value the brand, and perhaps relaunch the original Tango drink as Tango Classic, but without sugar. Originality/value – suspects that the Somerfield decision may well have dented confidence in Britvic, in what has been a turbulent first six months on the Stock Exchange. ISSN: 0141-9285 Reference:35AU047
Keywords: Product management, Retailing, United Kingdom
