The interview started with an overview of the current programme:
In licensing terms things are going from strength to strength.
Existing licensees such as Rose Confectionery have seen increased interest in their product lines and continue to innovate within their category. They are developing ideas for confectionery gifting as well as their core offering of novelty and everyday confectionery. They are also investigating categories such as chocolate.
The success of their range has meant they have a good dialogue with retailers and are well immersed in the brand. A good seller for them at the moment is the Tango Ice Pops range – this is a product that has an uplift in the summer months but is a good example of a brand like Tango adding value to a category and helping a product stand out from the crowd.
Toiletries and car air freshener licensee 151 Products has undertaken a programme of NPD and design refresh – they have recognised the staying power of Tango in their market and have re-invested in design and innovation.
Crackerjack – the lip balms licensee – has widened its distribution to include retailers such as Claire’s Accessories and Huntley & Palmers is renewing its license for Tango flavoured Jaffa Cake biscuits – building on their ongoing success in the market. We are also talking to them about new product lines.
The core brand remains a strong player in the market with wide ranging distribution across all core retail sectors. It is a highly visible brand and benefits from being a core part of the Britvic brands portfolio. It is part of a regular programme of retail promotions and also enjoys distribution in categories such as leisure and the pub trade.
Britvic has added new flavours to the Tango family including Blood Orange. There is also a strong Tango presence in cinemas with a Tango Ice Blast product. This gives the brand increased exposure in this sector. Britvic also undertakes specific campaigns in areas such as student unions and this helps keep the brand front of mind for consumers and interesting. There is also a strong presence in wholesalers which makes the brand accessible to smaller retailers such as convenience stores.
The core brand is worth £31.3 million at retail, placing it in the top ten for carbonates in the UK. The licensing programme is worth around £4 million at retail sales value. Its 2015 campaign also won a Grocer Award for the Top Campaign in the Soft Drinks: Carbonates category with its ‘Five Stages of Tang’ campaign. The Grocer commented that “The Five Stages of Tang campaign holds its own in the impressive Tango ad canon”.
This includes some clips of classic Tango TV commercials.