The Brief

Address issues of affordability, wastage and dosage, which collectively hindered trials and dissuaded repeats for Tang in India The objective was to drive velocity of consumption among existing users, by triggering ‘bottle preparation’ behaviour and to drive trials among non-users via the new, affordable, ‘litro’ pack. Launch the new ‘litro’ pack of Tang that makes exactly 1 litre of Tang at Rs. 30/-, to drive trials. Trigger ‘bottle preparation’ ritual among existing consumers, to drive depth of consumption, with the ‘litro’ sipper pack, where the consumers were given a sipper of 1 litre free, on purchase of 3 ‘litro’ packs.

Describe how the promotion developed from concept to implementation

The creative solution was two pronged; a tvc targeting kids ritualised the preparation behaviour in the bottle and created a fun world around it. The TVC advocated Mothers to involve kids in preparation of Tang, creating fun conversation between them. Also key was the packaging, the overall design of the sipper bottle. The packaging was loaded with cues around health and essential Vitamin. The design of the bottle was vibrant, colourful, it stood out in the store shelf, and even the preparation instructions were interestingly placed so as to be easily visible to a child too.

Describe the success of the promotion with both client and consumer including some quantifiable results

The TVC was aired all through the season with an SOV of 24% in the direct competition set of concentrates, aimed at a reach of 60% at 4+ views. Results were simply fantastic: - Litro beat objective of contribution to brand volumes by 20% - Sipper were completely sold out mid-season - ‘Litro’ helped increase direct distribution by 38% - Increased flavour proliferation, with the secondary flavours of Lemon and Mango growing faster than the base flavour Orange - Increased market share by 3% over 2013

Explain why the method of promotion was most relevant to the product or service

TANG targets kids between 6 & 13 years of age, an age where kids are starting to get independent. They start partaking in various chores at home; there is a sense of pride every time they do things independently. It boosts their confidence and gives them a grown-up feeling. The creative was built on this insight and gained huge credence. The execution of the TVC imbibed the global proposition of ‘refresh the hero in every kid’ and included the mother, as the enabler for the kids to do things on their own, while staying in the slice of life moment.