If being ‘tangoed’ was not enough, now you can squirt a limited edition foam variant of the orange flavoured Tango down your mouth, as Britvic have invented the UK’s, if not the world’s, first foam drink, called Turbo Tango.
Powered by ‘nitro fuelled’ aerosol technology, Turbo Tango is a variant of the fizzy orange fruit drink, which is dispensed through an aerosol container and was marketed to teens through the ‘The Inbetweeners’ film, which came out last year and was one of the UK’s best sellers at the box office. It is believed that a team of more than 40 international development partners were involved in the creation of Turbo Tango and it has now been successfully patented.
Turbo Tango has already been launched as a limited edition range, focusing on teenagers in leisure outlets such as cinemas and recreation centres and it is now being rolled out on a permanent basis, available in retail outlets and supermarkets.
Turbo Tango is priced at £1.60 for 375ml. Jonathan Gatward, who is the marketing director of Britvic Soft Drinks, said last year, “With Turbo Tango, we’ve gone one step further and come up with a world first that really is ‘soft drink meets squirty cream’. Customers already love Tango’s quirky, adventurous and irreverent advertising, and we believe this new twist on the brand will generate even more fans, teens and adults alike. The product has been well-received by retailers and we hope to offer it to an even greater number of customers next year. We’d therefore encourage retailers to let us know if they’d be interested in stocking Turbo Tango in 2012.”
As early trials with Turbo Tango were successful, Britvic have now extended the foam in a plastic can to many other outlets. The reasoning for this new product was explained by Simon Stewart, the marketing director at Britvic, who said, “Teen consumers told us they found the category “samey” and were ready for something genuinely new and different.
The reaction to Turbo Tango has been amazing from consumers and customers – we’ve certainly never had teens trying to buy a pack from us in research before.” He added, “With Turbo Tango, we’ve gone one step further and come up with a world first that really is ‘soft drink meets squirty cream’.” And CEO Andrew Eyles has already predicted the drinks success, saying, “Turbo Tango is going to be a huge hit with the target market. It’s what Tango is all about: being different and having irreverent fun. To say it breaks the category norms is something of an understatement.” Sales of the Tango brand rose by 15.1% to £28.1m in the year to 2 October 2010, according to Nielsen.First launched in 1950 the carbonated drink is currently sold in the UK and Ireland and as of 2010 in Sweden, Norway and Hungary.