Earlier this year, in January-February, Mondeléz Pakistan introduced a ‘new and improved’ Tang via an advertising campaign that was primarily visible on TV and in the digital space.
According to Rashna Abdi, Chief Creative Officer, IAL Saatchi & Saatchi, “the objective was to launch the new Tang formulation and packaging and clearly communicate that Tang’s new taste is better than ever.”
The TVC centres on young children and their mothers; according to Abdi, although young children are the core target, their mothers are the decision-makers. Another objective was to communicate the exact number of tablespoons required to make a perfect jug or glass of Tang.
Tang has been manufactured and distributed by Mondeléz Pakistan since 2012; prior to this, the brand was part of the Lakson Group’s portfolio. In addition to Tang, Mondeléz Pakistan distribute brands such as Cadbury’s and Trident. According to Arij Awais, Senior Brand Manager – Gum, Candy & Beverages, Mondeléz Pakistan, one of the reasons why a new formulation was introduced was because Mondeléz realised that a significant proportion of their audience preferred imported Tang because in their opinion, it tasted better. This feedback resulted in a change in the raw materials and recipe and led to the introduction of the ‘New Tang’.
For Abdi, the biggest challenge in the campaign was to communicate a “rather delicate and challenging message – formulation change. This had to be done in a way that was acceptable and within the brand’s equity parameters.” She adds that this was IAL’s first campaign for Tang and that despite the challenges it posed, the agency is “super happy with the execution.”
Awais adds that Tang is consumed mainly at home and not on the go like other drinks; it is made by mothers for their children at home and this forms the 'DNA' of Tang.
Tang’s positioning has also changed slightly. While it is still associated with children, their mothers and fun, it is now branded as a “refreshing summer drink,” rather than a drink advertised only during special occasions such as Ramzan or sporting events.