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Article | September 8, 2011
'Ground-breaking' soft drinks innovation
Britvic has shaken up the soft drinks industry by giving its iconic Tango brand a new twist with the launch of Turbo Tango, a ground-breaking soft drinks innovation targeted at teens. The innovation features ‘nitro-fuelled’ aerosol technology, which delivers a foamy blast of orange and a totally new drinking experience.
Britvic led a team of more than 40 international development partners to create the world’s first plastic aerosol drink* and has licensed rights to the patented technology that creates the foamy sensation. This technology has the potential to create a whole new future segment in the soft drinks market. Turbo Tango is targeted at late teens, where early trials have been highly successful. It’s been available since July in select stores. The limited edition launch has focused on teen leisure and impulse outlets as well as selected cinemas throughout the summer.Jonathan Gatward, Marketing Director at Britvic Soft Drinks, describes the new package as innovation at its finest. “Innovation is at the heart of everything we do at Britvic,” says Gatward. “Our innovation team’s pioneering spirit, scientific know-how and technical expertise enables us to create drinks that are genuinely different and excite consumers. With Turbo Tango, we’ve gone one step further and come up with a world first that really is ‘soft drink meets squirty cream’. 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.”
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