Tango x The Prince’s Trust
Tango and agency of record, VCCP London, today launch ‘Fearless’, a powerful new campaign in partnership with youth charity The Prince’s Trust to help young people unlock their potential and access potentially life changing career opportunities.
The drinks brand with a punchy personality, Tango has long championed the younger generation through charitable initiatives, and ‘Fearless’ seeks 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 following 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. ‘Fearless’ is born out of Tango and The Prince’s Trust’s shared belief in instilling ‘fearlessness’ among teens and the bold creative amplifies the true spirit of Tango.
Designed to stand out, the partnership sees the launch of special limited-edition Tango cans called ‘Cans of confidence’ which feature the iconic Tango orange brand palette and heroes the campaign strapline ‘This is a can of fire it up fearlessness.’ The 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’s Trust packaging is designed to speak to the Gen Z audience who struggle with confidence.
The new work marks Tango’s three year partnership with The Prince’s Trust charity, as the Britvic drinks brand promises to donate £100,000 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.
Supporting the new limited-edition Tango ‘Fearless’ cans, creative will roll out across TikTok through the creation of films involving two Prince’s 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’s 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.
PR activity will include positioning the CV’s of the graduates on the special packs to showcase their fearless achievements thanks to involvement in The Prince’s Trust. Tango will also run a competition where one lucky graduate will have the chance to land a job at Britvic.
Ieuan Evans, Tango Brand Manager at Britvic said: “We’re incredibly proud to launch our partnership with The Prince’s 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’s so important we work together to support and inspire them to build their confidence and discover fulfilling career opportunities.”
George Wait, Associate Creative Director at VCCP London added: “The collaboration between Tango and the Prince's Trust was a hugely exciting proposition for all sides of the project. 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.”
Ben Marson, Director of Partnerships at The Prince’s Trust said: “We 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.
The new Tango ‘Fearless’ 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, VCCP London to mastermind the new campaign, with support from VCCP’s content studio Girl&Bear, and VCCP’s newly launched Product and Service innovation company, Bernadette, as well as support across social from Britvic’s in-house agency, Infused and The&Partnership. PR has been handled by Cirkle PR and all media has been planned and executed by M/Six. Pack design was carried out by Bloom.
The 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.
To help a young person be fearless, donate here
To sign up to a free course for those aged 16 - 30, please visit here
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