Brandhouse works on Tango shake-up

The appointment sees Brandhouse return to Tango, having last worked on the brand when it introduced the black can in the 1990s and created the brand positioning of ‘The soft drink that acts like a lager’.

Although plans are being kept under wraps it is understood that a major overhaul is in the offing and Brandhouse says the developments are ‘equally as exciting’ as the ’90s project.

Founder of Brandhouse Mark Wickens says, ‘Having made Tango famous through revolutionary branding and design in the early-’90s we are absolutely thrilled to be working with this iconic brand again.

‘The brand has much equity and latent love but the time has come to once again change the rules of the category in order to achieve the Tango team’s vision.’

Meanhile Dean Lavender, brand manager for Tango, says, ‘We have huge ambition for one of the most iconic brands in our portfolio and are very excited to be working with Brandhouse to realise our goals.’

Lavender says that Brandhouse understands the ‘DNA’ of the brand, its connection with consumers and ‘the importance of positioning Tango to stand out’.

Meanwhile ad agency 101 has won the ad account for Tango and is working on an integrated campaign which is expected to launch next year.