Britvic is rolling out a brand-new marketing campaign to support its sugar-free Tango range.

Titled ‘Sticky situation? Time to Tango’, the £1.2 milliomn campaign aims to drive awareness and relevance within the 16 – 24 year-old market.

The two creatives, one for TV and the other for cinema, will see the introduction of the Tanguru, played by Funny Women Champion, Thanyia Moore. Summoned by the crack of a ring pull, the Tanguru bursts into awkward moments, freezing time to offer Tango drinkers advice on how they can ‘style out’ their situation.

“While the brand remains a firm favourite with current Tango consumers, we want to drive appeal with new shoppers with a new comms platform that will really resonate with them,” said Rachel Astbury-Phillips, OOH commercial director at Britvic.

“The Tanguru TV campaign – alongside our new options – hits the mark for this key demographic whilst staying true to the brand DNA, which customers have come to know and love. With the brand back on TV this summer, Tango will be front of mind for shoppers, creating a fantastic sales opportunity for retailers.”

The TV campaign, which airs from 23rd May, will run over a period of four weeks and will be bolstered by sampling, digital and in-store activation campaigns.

All new sugar free flavours – Strawberry & Watermelon, Tropical and Orange – are available in price-marked pack formats, exclusively for the convenience and wholesale channels.