Last year, Tango brought back fan favourite, Tango Cherry Sugar Free, to answer demand from loyal Tango fans and to create some buzz in the chiller. Flavour innovation is fundamental in keeping shoppers engaged with the fruit flavoured carbonates category and Cherry flavoured drinks are now worth over £45m and growing 54.2% vs last year[1]. Following the success of Tango Mango Sugar Free and Tango Apple Sugar Free over the last few years, the new Cherry flavour aims to pack a similar punch and help retailers attract both Gen-Z and families to try the delicious new flavour.
To support retailers and help them make it a success in-store, Tango activated a branded takeover with two retailers, complete with free stock and merch giveaways outside of the store. The activity aimed to encourage footfall and drive trial of the product, including a branded gazebo, a Tango Cherry can cart for sampling, and a Tango Cherry-grabber where consumers could win a selection of Tango-inspired prizes.
What did our retailers think?
Over two days, both stores engaged with 1,200 shoppers and gave away 1,000 samples to lucky locals. On top of that, the retailers sold a total of 109 cans of Tango Cherry, supported by the activation and community engagement in-store.
Danni, Store Manager, Costcutter Kidderminster, said of their activation: “Where to start?! The guys there on the day were fantastic, interacting with both customers and staff and the grab machine was so popular that there were queues to use it. On top of that, we offered a buy-one-get one-free deal for the day which really drove sales. Overall, it was an extremely good experience for all and we hope for more days like it in the future.”
Julie, Premier Jule’s Convenience, said of their activation day: “It was the first time we have had anything like this, was fantastic to have some in-store theatre and from the photographer to the Tango team it was brilliant. We had a great time with the grabbing machine and it was great to engage customers with our in-store team. We love engaging with our community as a family store and it was great to be able to do this as well as seeing an uplift in sales.”
Tango Cherry’s Top Tips
- 1.Stock the favourites: Tango has a proven track record of successful launches, and this flavour was always hotly anticipated. Tango Cherry was also mentioned over 90% of times on social media prior to launch[2], which meant there was a clear demand for its return. Stocking items that have existing desirability and brands that shoppers already know and love, will ensure you’re offering and stocking what shoppers are on the look-out for.
- 2.Activate and make a splash in-store: Driving visibility in-store using Point Of Sale (POS) and engaging merchandising will help to increase awareness and sales. Utilising social assets is another effective way to signal product availability and entice customers down to your store. For retailing advice, access to POS and a wealth of other support, visit Britvic’s At Your Convenience platform.
- 3.Stock multiple formats to meet demand for any occasion: Tango can offer versatile formats to suit all sorts of consumer needs. Tango Cherry Sugar Free is available in a 330ml can, 500ml bottles and 2L bottles, giving you the opportunity to incorporate it into meal deals or big night-in bundles to increase basket spend and tap into different consumption occasions.
[1] Nielsen IQRMS, Total Coverage GB, Total Soft Drinks, Carlsberg Britvic Defined, Total Cherry Flavour, Value Sales/ Value Sales % Chg YA, L52w, W.E.18.01.25
[2] Tango Owned Channels, Social Listening Tool, 30 Days, Oct 2023
