Girl&Bear.<\/b>\u00a0<\/span><\/p>\n\u2018Warden\u2019 is the latest campaign from Tango as the brand continues on its journey to return to its iconic heritage: Tango\u2019s bold adverts of the 90s and 2000s. It follows on from \u2018Bust\u2019, Tango\u2019s comedic spot which launched in 2023 and focused on a police raid busting a Tango dark berry lab. With the help of the first burst of the campaign, Tango has seen explosive growth (32.1%) since last April\u2081<\/span>\u00a0<\/span>and is now the fastest growing brand in its category<\/span>\u2082<\/span>.\u00a0<\/span><\/p>\n\u2018Warden\u2019 is the second film within the \u2018dangerously potent flavour\u2019 brand platform, aimed at a Gen Z audience, which continues driving differentiation for Tango Orange by reasserting its powerful taste compared to generic orange fizzy drinks.\u00a0<\/span><\/p>\nThe campaign is brought to life by an integrated agency team comprised of VCCP, <\/span>Girl&Bear Studios who led production, <\/span>VCCP\u2019s in-house social team who created content for TikTok, and mSix&Partners who drove media planning and buying, and PR, in-store and sampling managed by Cirkle, Initials and ID respectively.<\/span><\/p>\nThe spot aims to land the creative idea that Tango\u2019s dangerously potent flavour leads to outrageously bold behaviour (getting Tango\u2019d), as the iconic brand continues on its mission to increase its market share and introduce a younger generation to the powerful taste of Tango.\u00a0<\/span><\/p>\nThe campaign breaks category norms of the soft drinks market as Tango taps into its heritage distinct position of being bold, pushing boundaries and behaving mischievously, all while retaining its classic British humour roots.<\/span><\/p>\nThe campaign is centred around a 30\u201d film produced by <\/span>Girl&Bear Studios<\/b>, <\/span>VCCP\u2019s global content creation studio<\/span>. The film was directed by renowned comedic director, Ben Tonge, who directed last year\u2019s film, \u2018Bust\u2019. In the spot, we see that \u2018contraband\u2019 has been smuggled into a prison cell. The prison warden enters the cell and asks the inmate, Pilkins, to hand the item over, to which the offender replies: \u201cWhat sir? It\u2019s just a bit of fizzy orange.\u201d The drink is handed over to the officers who reveal a hidden can of Tango inside a fake, generic bottle of fizzy orange. \u201cIt\u2019s Tango Orange,\u201d the warden remarks. \u201cThe most powerful flavour on the street. Send him to the hole!\u201d. As the prisoner is taken away, we see the warden dip his finger into the can to taste the \u2018contraband\u2019. A crazed look comes across the warden\u2019s face, before he puts his heart and soul into dancing up and down the hall – to no music – while alarms blair and prisoners look on in hysterical confusion.<\/span><\/p> \r\n \r\n \t\t\t <\/div>\r\n \r\n