Creating chaos and conversation for Tango
Influencer-led campaigns, social activations and PR moments that drive buzz and engagement
Work
Creator culture sits at the heart of our work with Tango, we use influencer marketing, social-first storytelling and creative consumer PR to turn launches into moments audiences want to engage with.
From creating intrigue around Tango Thirst Trap through playful creator mailers and tastemaker seeding, to driving awareness of Tango Sours through relatable influencer content and trending social formats, we harness the power of creators to build hype and connect with new audiences.
Through bold activations and PR-led ideas, we transform product moments into wider cultural conversations, from Cash Dash to shareable real-world experiences.
Tango-flavoured edible nail varnish
Watching an online ticket queue crawl forward is enough to leave any music fan biting their nails. We gave that familiar frustration a Tango twist with a limited-edition edible nail varnish, coloured iconic Tango orange and flavoured like the drink.
Research revealed that 41% feel nervous when trying to secure sought-after tickets, while 26% of 18 to 24-year-olds have bitten their nails in the process. Launching ahead of a busy fortnight of Oasis and Glastonbury ticket sales, the varnish gave fans something tastier to chew on, with bottles available through an exclusive Instagram giveaway.
By taking ‘nail-biting’ literally, we turned ticket-buying tension into a playful product idea, securing coverage in Verge, Daily Mirror and Daily Star, alongside Heart Radio, and bringing Tango’s bold flavour and personality into the cultural conversation.
Cash Dash
To launch Tango’s summer cash giveaway, we tapped into Brits’ love of outrageous challenges by revealing the hilarious lengths people would go to win £10,000.
Fuelled by tongue-in-cheek consumer research, the campaign generated eye-catching headlines around everything from shaving off eyebrows to giving up tea or spending 24 hours trapped in a lift with an ex.
To bring the campaign into the real world, Love Island winner Casey O’Gorman took to the streets of London in disguise, inviting the public to scan a QR code for the chance to win.
By combining entertaining research with a live activation, Tango transformed a simple on-pack promotion into a highly shareable campaign that drove awareness and excitement around its nationwide cash giveaway.
Thirst Trap Influencer Mailers
Ahead of launch, we seeded a playful influencer mailer designed to build intrigue and drive organic social buzz.
Styled as a luxury coffee table book, the mailer opened to reveal a light-up selfie mirror, Tango Thirst Trap samples, a branded straw, film camera and personalised framed photo- encouraging creators to share their own “thirst trap” content.
Working with influencers including Megan Forte Clarke and Miranda Pilkington, we generated engaging, retailer-linked content that teased the launch ahead of release.
The campaign was supported by PR positioning Tango Thirst Trap as the brand’s most irresistible limited-edition flavour yet- a bold Peach, Orange & Pineapple drink designed to “tease and tempt” shoppers. Samples were seeded to media and tastemakers to build anticipation and drive awareness across earned and social channels.
Tango Sours Influencers
To drive awareness of Tango Sours in Tesco and Home Bargains, we partnered with eight content creators to tap into the relatable shopping experience of going in for one item and leaving with a basket full of impulse buys.
Playing on the bold, tangy personality of the new zero-sugar flavours, creators used a sip of Tango Sours to kick off their fast-paced haul-style content, filling their baskets with playful, sour-inspired purchases before reminding audiences where to buy the drink.
Featuring creators Freya Harvey, Lily Southall, Callie Ann, Liv Colette Poole, Holly Gardener, Liv Newman, Alif, and Kayleigh & Ellis, the campaign used trending social formats with Tango’s mischievous tone to build hype, drive retailer awareness and encourage shoppers.
The campaign reached more than 2.1 million people generated nearly 20,000 engagements, successfully driving awareness of the launch and excitement for Tango.
