Slogan doctor

Tango: You know when you've been Tango'd. Devised by ad agency HHCL in 1991, the Tango slogan featured most notoriously in a 1994 commercial

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Last Updated: 09 Oct 2013

Devised by ad agency HHCL in 1991, the Tango slogan featured most notoriously in a 1994 commercial in which a fat, bald, orange-painted man in a nappy repeatedly slapped a Tango drinker's face. The sequence caused controversy when it was imitated in the playground. It also sold a lot of fizzy drink – which came as a relief to owner Britvic, battling it out with Coca-Cola's Fanta. 'You know when you've been Tango'd' worked. It name-checked the product and became a catchphrase. It also made the product active – aggressively so. But Britvic dropped it, stretching the brand beyond its fluorescent orange comfort zone. Sales slumped, but in 2002 new agency Clemmow Hornby Inge arrived with a bright idea: it brought the slogan back, with a daring, stimulant-related secondary line promising 'a hit of the whole fruit'. People are still being Tango'd in ads showing invented extreme sports involving fruit-crushing. One was banned last year as a dangerous example to children: another nod to the Tango tradition.

John Morrish

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