situation Though Tang sales have increased globally since 2005, they have fallen 75% in the U.S. over the past five years. The powdered beverage’s heyday as the Gemini astronauts’ cool new drink of choice is long gone, and competition from more convenient, ready-to-drink options like Sunny Delight has rendered Tang irrelevant to most American consumers. The brand has strayed from its roots as a novelty beverage, claiming in their latest advertising that “Mom’s everywhere trust Tang.” The problem is that they also trust Hawaiian Punch, KoolAid, Sunny D, and many, many more. This current positioning as a healthy choice for kids is over-saturated in this category, and Tang can’t compete with Mom’s true healthy drink of choice, orange juice.
vijay PATIL | ad chris STEPHENS | cw don STICKSEL | ct brian SWANN | cbm layne WILSON | cs
objective Rebuild the Tang dynasty. TARGET In order to revive the brand in the U.S., we need to reach out to a different audience than Mom. The highest growth potential exists among a group who currently make up one-fifth of all Tang drinkers, 18-24 year-old men. When we spoke with this group of guys who already buy Tang, we discovered a product truth, and the reason they love the brand in the first place: A little bit of Tang is never enough. With Tang, you can add as much powder as you like to make your Tang as orange as you want. Tang packs a punch that its competitors do not, and our audience likes that extra kick.
TANG
TAUNTSYOUR
Strategy
TASTE BUDS
campaign
line extension New, convenient pre-mixed Tang, and new flavors that can continue the “Offensively Orange” concept such as “Sickeningly Sweet Grape.”
in-store In most grocery stores, Tang is located on the bottom shelf. In-store sensors will trigger and taunt customers to look down where they normally wouldn’t and pick up a package of Tang.
TV The “Offensively Orange” campaign kicks off by rereleasing two TV spots from the sixties and seventies, with one catch: unnecessary censorship to insinuate something offensive is being said.
New spots feature the new Tang mascot, an orange man whose ultimate goal is to offend everyone in his path.
sponsorship Tang will sponsor “offensive” episodes of shows (both on Hulu and on TV) popular among our demographic, such as 30 Rock.
event Outdoor advertising at sports games to encourage rivalry, such as those between the Yankees and the Red Sox.
conversation enders To be distributed at events and in-store.
web The landing page of the “Offensively Orange� microsite asks visitors if they are easily offended or not. They then enter the site where the Tang man offers advice that is sure to offend, as well as the Offend A Friend Facebook application, Offense Spotting , and Web Worsts.
Offensive banner ads will be placed on sites that are popular among our target audience, such as People of Walmart.