{"id":16413,"date":"2023-04-14T08:59:30","date_gmt":"2023-04-14T07:59:30","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=16413"},"modified":"2023-04-14T08:59:31","modified_gmt":"2023-04-14T07:59:31","slug":"tango-bust","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/tango\/tango-bust","title":{"rendered":"Tango Bust"},"content":{"rendered":"<div class=\"lazyblock-video-25xLRw wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/814667111?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-Z1oYbP1 wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p>Tomorrow <strong>Tango<\/strong> is launching \u2018Bust\u2019, a new multi-million pound integrated campaign conceived by agency of record, <strong>VCCP London<\/strong> and its content creation studio <strong>Girl&amp;Bear. <\/strong>Introducing a new brand platform \u2018dangerously potent flavour\u2019, the marketing campaign aims to attract a new core audience, Gen Z.<\/p>\n<p>This is the second large scale campaign VCCP has launched for the brand following the award winning \u2018Tanguru\u2019 campaign which helped increase the brand\u2019s popularity. The Britvic brand has enjoyed a successful year, growing by 56% in retail sales value to \u00a384m, and cementing itself as the third largest and fastest growing fruit flavoured carbonate<a href=\"#_ftn1\" name=\"_ftnref1\"><sup>[1]<\/sup><\/a>.<\/p>\n<p>This campaign marks the first step into a new, long term brand platform that dramatises Tango\u2019s dangerously potent flavour and will be brought to life by an integrated agency team comprised of VCCP, Girl&amp;Bear (content creation studio), Infused (Britvic\u2019s in-house social team), Whalar (content creators)\u00a0Cirkle (PR), MSix (Media) and Bloom (Visual Identity).<\/p>\n<p>The iconic brand is on a mission to continue to increase its market share and introduce a younger generation to the delicious taste of Tango. Breaking the pre-existing category norms of the soft drinks market, Tango taps into its heritage distinct position of being bold, pushing boundaries and behaving mischievously, all while retaining its classic British humour roots.<\/p>\n<p>At the heart of the campaign is a 60 second film directed by renowned comedic director, Ben Tonge, and produced by Girl&amp;Bear signals a return to the daring and bold adverts of Tango from the 90s and 2000s. The comedic spot focuses on a police raid busting a Tango lab. The police surround a house before bursting in and arresting a group of illegal cooks. In the rooms there are berries in packets, hidden Tango cans and beakers and test tubes containing a purple liquid. One of the officers tries a drop of the purple liquid and cannot stop dancing as he is lost to the powerful flavour of Tango. Two other police officers assess and discover that it is exactly what they thought, \u201cA Tango Dark Berry lab\u201d.\u00a0 The PC who tasted a drop is revealed to be \u201ccompletely Tango&#8217;d\u2019. The film ends with a secret motherload of Tango Dark Berry being discovered behind a fake wall.<\/p>\n<p>________<\/p>\n<p><a href=\"#_ftnref1\" name=\"_ftn1\"><sup>[1]<\/sup><\/a> Data source Nielsen IQ, Total market, MAT 23.03.2023<\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>In a world where young people feel pressured to play it safe and do what\u2019s expected of them, Tango wants to celebrate those who break free from the shackles of expectation and unashamedly go all in and fully express themselves. The audience&#8217;s insights led to the creative idea of an imaginary world where Tango is such a dangerously powerful flavour with such an intense effect on users that the authorities want it banned.<\/p>\n<p><strong>Harriet Dyson, Marketing Controller Fruit Flavoured Carbonates at Britvic said:<\/strong><em> \u201cTango is a much loved bold british brand with a mischievous advertising heritage. We are excited to launch an exciting new campaign that demonstrates the power of our tangy fruit flavours. Bust is the first advert in our new \u2018dangerously potent flavour\u2019 campaign and we can\u2019t wait for everyone to \u201cGet Tango\u2019d.\u201d<\/em><\/p>\n<p><strong>George Wait, Creative Director at VCCP added:<\/strong> <em>\u201cTango is the reason many of us got into advertising in the first place, so we all knew we had huge shoes to fill when coming up with an entirely new campaign for the brand. Tango has always pushed the boundaries on what&#8217;s acceptable for a soft drink and we&#8217;ve tried to honour this heritage, taking the brand back to its roots of comedic hyperbole. To celebrate the product&#8217;s powerful flavour we&#8217;ve created a world, redefining the whole perception of Tango as a substance and giving new life to the idea of getting Tango&#8217;d. We&#8217;re all really excited to unleash this campaign on the world and continue to play in this slightly ridiculous, edgy and unmistakably &#8216;Tango&#8217; universe we&#8217;ve created.\u201d<\/em><\/p>\n<p>The AV is being supported by a series of bold assets that are helping create a world where Tango is highly irresistible. The assets have bursts of bright colours against a black backdrop and hero the classic Orange, Apple and Dark Berry flavours.<\/p>\n<p>Featuring the popular Dark Berry Sugar Free flavour \u2013 the new campaign continues promoting healthier consumer choices as part of Britvic\u2019s <a href=\"https:\/\/www.britvic.com\/sustainability\/healthier-people\/healthier-consumers\/\">Healthier People sustainability strategy<\/a>.<\/p>\n<p>The campaign will run in the UK from 15th April on TV, broadcast video on demand, social, online video and on cinema screens.\u00a0<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-carousel-Z2ss2UE wp-block-lazyblock-carousel\">  <section class=\"fullwidth\">\r\n    <div class=\"container container--spaced-sm\">\r\n\r\n      <div id=\"imageCarousel\" class=\"carousel slide    \" data-ride=\"carousel\" data-interval=\"0\">\r\n        \r\n                \r\n        <div class=\"carousel-inner\">\r\n          \r\n                              \r\n          <div class=\"carousel-item  active\">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/TANGO-BUST-2.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/TANGO-BUST-2.jpg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n  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embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/TANGO-BUST-6.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/TANGO-BUST-6.jpg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/TANGO-BUST-7.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/TANGO-BUST-7.jpg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/TANGO-BUST-8.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/TANGO-BUST-8.jpg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          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  <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/TANGO-BUST-KV-1-2.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/TANGO-BUST-KV-1-2.jpg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                    \r\n        <\/div>\r\n        \r\n                <div class=\"carousel-controls\">\r\n          <a class=\"carousel-control-prev btn btn-sm btn-icon-only h5 btn-theme-black\" href=\"#imageCarousel\" role=\"button\" data-slide=\"prev\">\r\n          <svg class=\"icon \"><use xlink:href=\"https:\/\/www.vccp.com\/uk\/wp-content\/themes\/vccp-theme\/static\/assets\/image\/icons.svg#icon-left-open\"><\/use><\/svg>\r\n            <span class=\"sr-only\">Previous<\/span>\r\n          <\/a>\r\n    \r\n          <a class=\"carousel-control-next btn btn-sm btn-icon-only h5 btn-theme-black\" href=\"#imageCarousel\" role=\"button\" data-slide=\"next\">\r\n            <svg class=\"icon \"><use xlink:href=\"https:\/\/www.vccp.com\/uk\/wp-content\/themes\/vccp-theme\/static\/assets\/image\/icons.svg#icon-right-open\"><\/use><\/svg>\r\n            <span class=\"sr-only\">Next<\/span> \r\n          <\/a>\r\n        <\/div>\r\n                \r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>\n\n<div class=\"lazyblock-quote-full-width-2td2Mu wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        To celebrate the product&#8217;s powerful flavour we&#8217;ve created a world, redefining the whole perception of Tango as a substance and giving new life to the idea of getting Tango&#8217;d. We&#8217;re all really excited to unleash this campaign on the world and continue to play in this slightly ridiculous, edgy and unmistakably &#8216;Tango&#8217; universe we&#8217;ve created. \n        <cite>George Wait, Creative Director at VCCP<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":61,"template":"","class_list":["post-16413","work","type-work","status-publish","hentry"],"acf":{"websites_to_publish":[],"client_id":"10208","capability_ids":["988","10107","14075"],"hero_video":"","hero_image":{"ID":16414,"id":16414,"title":"TANGO BUST KV 1","filename":"TANGO-BUST-KV-1.jpg","filesize":532961,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/TANGO-BUST-KV-1.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/tango\/tango-bust\/attachment\/tango-bust-kv-1","alt":"","author":"61","description":"","caption":"","name":"tango-bust-kv-1","status":"inherit","uploaded_to":16413,"date":"2023-04-12 08:05:47","modified":"2023-04-12 08:05:47","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/TANGO-BUST-KV-1-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/TANGO-BUST-KV-1-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/TANGO-BUST-KV-1-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/TANGO-BUST-KV-1-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/TANGO-BUST-KV-1-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/TANGO-BUST-KV-1.jpg","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/TANGO-BUST-KV-1-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/TANGO-BUST-KV-1-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/TANGO-BUST-KV-1-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/TANGO-BUST-KV-1-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/TANGO-BUST-KV-1-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/TANGO-BUST-KV-1-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/TANGO-BUST-KV-1-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/TANGO-BUST-KV-1-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/TANGO-BUST-KV-1-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Britain\u2019s getting Tango\u2019d all over again","meta-description":"The fruity drink is on a mission to appeal to a new audience, re-establishing itself in youth culture ","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/04\/TANGO-BUST-KV-1-1.jpg","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":15368,"post_author":"57","post_date":"2022-09-26 10:01:13","post_date_gmt":"2022-09-26 09:01:13","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eTango \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand agency of record, \\u003c\/span\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, today launch \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Fearless\u2019, \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ea powerful new campaign in partnership with youth charity \\u003c\/span\\u003e\\u003cb\\u003eThe Prince\u2019s Trust \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eto help young people unlock their potential and access potentially life changing career opportunities.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe drinks brand with a punchy personality, Tango has long championed the younger generation through charitable initiatives, and \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Fearless\u2019 \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eseeks to tackle the record number of young people in the UK who are struggling with self-belief through improving their long-term career prospects. The campaign was developed\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003efollowing new research revealing that confidence in young people has never been lower, with a quarter of young Brits concerned that they will never recover from the emotional toll of the pandemic.\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u2018Fearless\u2019 \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eis born out of Tango and The Prince\u2019s Trust\u2019s shared belief in instilling \u2018fearlessness\u2019 among teens and the bold creative amplifies the true spirit of Tango.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eDesigned to stand out, the partnership sees the launch of special limited-edition Tango cans called \u2018\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCans of confidence\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e which feature the iconic Tango orange brand palette and heroes the campaign strapline\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u2018This is a can of fire it up fearlessness.\u2019 \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe new campaign is aimed at 18 - 24 year olds as Tango recognises how young people today despite living in a hyper-connected world, often struggle with connection and confidence due to communities morphing from real interactions to increasingly virtual ones. The new campaign heroes a bold graphic design, akin to the iconic Tango brand personality, and the tone of voice across the special Tango x The Prince\u2019s Trust packaging is designed to speak to the Gen Z audience who struggle with confidence.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe new work marks Tango\u2019s\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ethree year partnership with The Prince\u2019s Trust charity, as the Britvic drinks brand promises to donate \u00a3100,000 in the first year alone alongside giving young people access to over 5,000 hours of one-to-one support including counselling, education and careers advice.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSupporting the new limited-edition Tango \u2018Fearless\u2019 cans, creative will roll out across TikTok through the creation of films involving two Prince\u2019s Trust graduates who talk about what they did during a time when they were fearless, to act as a motivation for young people. To further reconnect with Tango\u2019s young consumer base, the iconic drinks brand has also partnered with LadBible and created a mural in Manchester to further engage a Gen Z audience and help them smash their limitations and voice their fearless ambitions for the future.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ePR activity will include positioning the CV\u2019s of the graduates on the special packs to showcase their fearless achievements thanks to involvement in The Prince\u2019s Trust. Tango will also run a competition where one lucky graduate will have the chance to land a job at Britvic.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eIeuan Evans, Tango Brand Manager at Britvic said\\u003c\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: \u201cWe\u2019re incredibly proud to launch our partnership with The Prince\u2019s Trust this summer. The charity undertakes incredible work supporting young people across the country, and with young people being among the hardest hit coming out of the pandemic, it\u2019s so important we work together to support and inspire them to build their confidence and discover fulfilling career opportunities.\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eGeorge Wait, Associate Creative Director at VCCP London \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eadded:\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u201cThe collaboration between Tango and the Prince's Trust was a hugely exciting proposition for all sides of the project.\u00a0 Not only did Tango have the opportunity to work with a brilliant charity, supporting a fantastic and worthy cause, but The Prince's Trust were also given rare permission to communicate with Tango's uniquely lighthearted, cheeky tone. We've loved the challenge of combining these two worlds, all in the name of helping young people in need around the UK.\u201d\u00a0\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eBen Marson, Director of Partnerships at The Prince\u2019s Trust\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cWe are delighted to begin this new partnership with Tango which will raise vital funds to support young people get into work, education and training. In addition, by bringing our two brands together, we can connect with and inspire more young people to build the confidence they need to thrive.\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe new Tango\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u2018Fearless\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e campaign is live today until the 30th September across TikTok, on-pack, in-store products, a Ladbible partnership and across organic social channels. Tango worked with UK agency of record, \\u003c\/span\\u003e\\u003cb\\u003eVCCP London \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eto mastermind the new campaign, with support from VCCP\u2019s content studio \\u003c\/span\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and VCCP\u2019s newly launched Product and Service innovation company, \\u003c\/span\\u003e\\u003cb\\u003eBernadette\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, as well as support across social from Britvic\u2019s in-house agency,\\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.britvic.com\/our-news\/performance\/britvic-launches-new-digital-studio-infused\/\\u0022\\u003e \\u003cb\\u003eInfused \\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand\\u003c\/span\\u003e\\u003cb\\u003e The\\u0026amp;Partnership.\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e PR has been handled by \\u003c\/span\\u003e\\u003cb\\u003eCirkle PR \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand all media has been planned and executed by\\u003c\/span\\u003e\\u003cb\\u003e M\/Six. \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ePack design was carried out by \\u003c\/span\\u003e\\u003cb\\u003eBloom.\u00a0\\u003c\/b\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe limited-edition cans will be available to purchase in September and 5p from each sale will go towards supporting the career courses provided by the youth charity.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo help a young person be fearless, donate \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.princes-trust.org.uk\/support-our-work\/donate\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehere\u00a0\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo sign up to a free course for those aged 16 - 30, please visit \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/candidateportal.princestrust.org.uk\/app\/chat\/chat_launch\/request_source\/8\/chat_data\/cmVmZXJyZXJVcmw9aHR0cHMlM0ElMkYlMkZ3d3cucHJpbmNlcy10cnVzdC5vcmcudWslMkZjb250YWN0LXVzJnN0YXRlPTM5\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehere\u00a0\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z2rR89e\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z2rR89e\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"750466509\",\"blockId\":\"Z7HsBL\",\"blockUniqueClass\":\"lazyblock-video-Z7HsBL\"} \/-->","post_title":"Tango x The Prince's Trust","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"tango-x-the-princes-trust","to_ping":"","pinged":"","post_modified":"2022-09-26 10:01:14","post_modified_gmt":"2022-09-26 09:01:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=15368","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":16376,"post_author":"61","post_date":"2023-03-31 09:04:55","post_date_gmt":"2023-03-31 08:04:55","post_content":"<!-- wp:lazyblock\/video {\"video-source\":\"youtube\",\"video-id\":\"0lXmWSgxAy4\",\"blockId\":\"Z2j5by\",\"blockUniqueClass\":\"lazyblock-video-Z2j5by\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eToday, \\u003cstrong\\u003eO2 \\u003c\/strong\\u003elaunches its latest \u2018Switch Up\u2019 campaign with UK agency of record, \\u003cstrong\\u003eVCCP London,\\u003c\/strong\\u003e to celebrate that new and existing customers can switch to a new phone whenever it suits them, and O2 will pay off their current contract.\\u003c\/p\\u003e\\n\\u003cp\\u003eO2\u2019s latest \\u003cstrong\\u003e\u2018Switch Up\u2019\\u003c\/strong\\u003e campaign showcases how easy it is for customers to say yes to new and exciting technology whenever it suits them, meaning they don\u2019t have to stick with the same phone until the end of their contract.\\u003c\/p\\u003e\\n\\u003cp\\u003eWith Switch Up, O2 is challenging the category standard of rigid mobile contracts, and is giving customers the ultimate freedom and choice. The integrated campaign also premieres its new brand ethos - \u2018See what you can do\u2019 - which encapsulates its mission to give its customers the freedom to cater to their own needs and to free themselves from outdated industry conventions.\\u003c\/p\\u003e\\n\\u003cp\\u003eAt the heart of this campaign is O2\u2019s much loved blue robot, Bubl, who appears even at the most unexpected times or places reminding customers that they can switch to a new device. \u201cEven now!\u201d\\u003c\/p\\u003e\\n\\u003cp\\u003ePlanned by media agency partner, MG OMD, O2 has partnered with ITV1 for a special ad break which will take place during this Saturday Night Takeaway. Bubl will surprise viewers by jumping out of bespoke ITV1 introductions in the breaks, to remind viewers how easily they can get a new phone and reinforcing the disruptive campaign message. In addition to the ITV partnership, O2 has also partnered with easyJet holidays and Google Pixel, whose existing adverts will be placed for Bubl to burst through and surprise the audience with the opportunity to Switch Up.\\u003c\/p\\u003e\\n\\u003cp\\u003eMG OMD\u2019s media strategy has been planned to complement the creative and emulate the disruptive nature of the market-leading proposition across all touch points. High exposure channels are supported by OOH sites that use the visuals of Bubl bursting out of gallery paintings, drum sets and even birthday cakes. As well as social posts that will be bespoke to the different platforms and display posts that will use standout formats such as InScreen expendables. Linear radio and digital audio will be used to disrupt users while they are listening.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe 40\u201d hero film was directed by award-winning director, Dave Laden, and features a woman and Bubl trying out the O2 Switch Up offering in different comical scenarios. The film begins off with her cooking in her kitchen while on the phone. She says \u201cSo I can choose when I get a new phone with O2 Switch Up? \u201cLike now?\u201d as she walks over to the freezer and opens it and Bubl pops up and hands her a new phone. Bubl then surprises her with a new phone in various situations. From martial arts practice, in a club queue, at the dentist and at a dog's birthday party. The final frames show her performing an ultrasound before saying \u201cNot now\u201d.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eFor the music, O2 worked with Trait to create a sound that elevates the moment when Bubl appears. The music builds up to complement the comedic nature of the film and is catchy so that it sticks in people\u2019s minds. O2 wanted a sonic device which sounded funny, slightly off the wall and irreverent, basically dramatising the weirdness of Bubl appearing in all sorts of odd locations, from sinks to giant hairdos. A big part of the inspiration for the sound was the promotional language itself, specifically the word 'NOW'.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eSimon Groves, Director Brand and Marketing at Virgin Media O2 said\\u003c\/strong\\u003e: \\u003cem\\u003e\u201cWe\u2019re putting our customers in control, \u00a0giving them the ultimate freedom and choice to choose a new phone when it suits them. At a time of so much uncertainty, we want to make it easier for people to get their hands on the latest and most popular phones whenever it suits them, and continue to breakdown the barriers of rigid phone contracts, giving customers the freedom to decide what they want, when they want it.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eKimberley Gill, Creative Director at VCCP London added\\u003c\/strong\\u003e: \\u003cem\\u003e\u201cHaving the option to choose if and when you want to have an upgrade is exciting. You have the power and when you say so, you will have a new phone in your hands. Switch Up puts the customer first and we are thrilled to work on a campaign that challenges industry standards.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eThe integrated campaign will run in the UK from today until 11th May on TV, OOH, Digital and linear audio, social, retail and OLV. Media has been planned and executed by Manning Gottlieb OMD. 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