Tango’s in tune with young

11 June, 2010

Tango is relaunching its bigger, limited edition 44cl can with a new on-pack music promotion.

The giveaway is part of a £2.5 million summer campaign, running between June and August, targeting young adults.

The 65p price-marked can will feature a unique code which consumers can text to download a “thumb ‘n’ bass pocket raver” app to their phone. The push will be backed by 12 weeks of radio, TV, and online ads.

Senior brand manager Adam Goodger said: “Tango drinkers crave on-the-spot entertainment fixes and we’re answering this need with a music-related on-pack promotion.”?Tango will also be sponsoring the main stage at London’s Underage Festival in August and hosting its own You Tube channel – youtube.com/tango – featuring a boy called Colin dancing to an organ drum ‘n’ bass mash-up soundtrack.

Consumers can upload a re-enactment of Colin’s performance to You Tube to try to win VIP tickets to the festival.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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