2011 Winners & Shortlists

Results and Effectiveness

The campaign introduced a new language to over 3 million* Asians across the Gulf. Not only has Tangtastic become synonymous with sixes, it has become part of the everyday language. Tangtastic helped Tang reverse its sales decline. Its market share in Gulf increased by 0.8pp# in an incredibly competitive market – all through the power of one word. The campaign delivered exposures over six times the investment, to the tune of USD 300k^. Just the radio contest received over 2300~ SMSes (40% higher than average). It was truly...Tangtastic.

Creative Execution

Tang turned the typical TV sponsorship convention on its head and went where no sponsor had ever gone before. We knew that South-Asians love using cricketing terms in everyday slang. Tang placed a new word in the cricketing dictionary – ‘Tangtastic’ to express the joy fans experience everytime a six was hit. It described the beauty and brute force of a six. The word was then quickly spread through various media. We negotiated a media first on TV – airing live ads chanting ‘Tangtastic Shot’ at every six in the match. On radio, Tangtastic became a part of the live commentators’ vocabulary. Every six was described with chants of 'Tangtastic' – another media first. Competitions asked listeners to SMS their top Tangtastic match moments. Winners were given free cricket coaching by the Tangtastic cricket academy. Tang had just introduced a new word to cricket lovers’ vocabulary.

Insights, Strategy and the Idea

Cricket is to millions of South Asians in the UAE what football is to the Brazilians. They live the sport. They breathe it. Kids grow up wanting to be the next superstar batsman or tearaway fast bowler. Cricket is an all-consuming celebration, and a religion in itself. The Indian Premier League, the world’s first professional cricket league, has brought quick gratification to the crowds like never before. The game’s new shorter adrenaline-pumping formats fused with Bollywood glamour have replaced the primetime soap opera. But how could a brand like Tang which was perceived as old and boring own cricket in a unique way? And that too with miniscule budgets! The brand which had been a household staple for decades, was losing its sheen. It needed to be reinvigorated! Tang set out to create a new language – of passion, celebration and euphoria.