Tang: Value Campaign 2018

Josh Bagatsing, Toni Tiu

Powdered beverage brand Tang retained its market leadership in the Philippines by taking on the soft drinks category through a TV led-campaign.

Campaign details

Brand: TangBrand owner: Mondelēz InternationalLead agency: Ogilvy Group Philippines/SOHO SquareContributing agencies: Carat Philippines, Castro Communications PhilippinesCountry: PhilippinesIndustries: Concentrates & cordialsMedia channels: Mobile & apps, Public relations, Radio & audio, Social media, Television, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

Powdered beverage brand Tang was able to retain its market leadership in the Philippines and deliver outstanding growth at the height of the government's mandated sugar tax, which increased its price by 106%.

In January 2018, the powdered beverage category in the...

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