Refreshing Tang's brand story

Powdered beverage brand Tang used online and cinema to reposition itself in the Philippines.

Campaign details

Brand: TangBrand owner: Mondelez InternationalLead agency: Ogilvy & Mather (Phils) Inc. Country: PhilippinesIndustries: Concentrates & cordialsMedia channels: Cinema, Online display, Online video, Social media, TelevisionBudget: Up to 500k

Executive summary

This is a story of how a powdered beverage brand in the Philippines was able to win the flavour innovation race by shifting its focus from tactical product campaigns to a strategic brand platform. This is the Tang story.

Tang is a heritage brand that's losing relevance among Filipinos. While it remains the market leader in the...

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Insights Team
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