The rubbery, orange Tango voodoo doll which is known as Gotan is perhaps the best and most admired example of merchandising around. It was designed by above-the-line agency Howell Henry Chaldecott Lury. The Gotan doll is a cult item that has become a focus for the irreverent humour Britvic wanted its brand to embody, to differentiate it from the more precious cola brands. But the company didn’t just produce the doll and then move on, it capitalised on the phenomenon by using it throughout its marketing material and making it a main feature of the Tango website.
The Gotan can even act as a guide around the Internet, taking surfers to sites discovered by other Gotan fans.