2022 Winners & Shortlists

Why is this work relevant for Media?

‘Prepare a Better Every Day' was a truly multimedia campaign: we spared no effort in securing share of voice during an incredibly competitive period. Top-consumed platforms maximised awareness of our new equity. TV, YouTube bumpers, and social served as our core reach-builders. But to emotionally connect with audiences, we turned to formats with engagement and viewership: long-form films, TikTok, and DCO. Most importantly, media was the bedrock of this campaign. We harnessed Google data & Kantar research to drill down into the interests of our consumer: then, we crafted content. All these touchpoints enveloped consumers in a truly Tangtastic Ramadan.

Background

In KSA, Tang ranks #1 in market share in the ‘Powdered Beverages’ (PB) category. However, the category is shrinking at 12% Y-o-Y in value. Meaning Tang was the leader of a declining segment in a declining category. Tang is also the #2 most associated Ramadan brand in the market. This is a double-edged sword as offtake has become extremely seasonal: an overwhelming 60% of Tang's sales happen during only this one month of the year. Additionally, the brand found itself losing out to healthier alternatives like juices and water among health-conscious Saudi moms. We needed to shift Tang’s relevance from a ‘Ramadan’ drink, to an ‘everyday’ beverage. To achieve this, we wanted to win mom’s appraisal to give Tang to her kids – everyday! However, we needed to do so without jeopardizing our key sales season: although we were communicating in Ramadan, we wanted to keep selling after.

Describe the creative idea / insights (30% of vote)

As we all know, Saudi society is modernizing and Saudi women are becoming empowered to reach new opportunities and possibilities. The flip-side is a busier, more hectic lifestyle, one where families are spending less time together and even traditionally essential family mealtimes have become more fragmented, meaning the moments for teaching and communication for our millennial mums are dwindling. The fit of readymade, on-the-go beverages seemed instinctual in this fast- paced lifestyle. But Tang’s preparation ritual was time-consuming and seemingly out of step with the needs of today’s parents. But in this disadvantage, we saw our opportunity. Instead of grabbing a readymade drink out of the fridge as life continues to whizz past, the moment of preparing Tang becomes an opportunity for families to connect and parents to impart the values that they hold dear.

Describe the strategy (20% of vote)

Family bonding moments where values are imparted have a natural and fitting place during Ramadan, however throughout the rest of the year, such moments get lost in the hustle of daily routines. So creating a new occasion for family bonding using Tang’s unique preparation ritual would serve as a longer-term opportunity to drive relevance outside the season as well as within it. First and foremost, we set out to establish that Tang provides an opportunity for parents to instill the values they hold dear in their children. This not only enabled us to create a renewed relevance in the Ramadan season, but as parents are concerned about instilling good values in their children all year round, it also laid the foundation for what was to come, in that following Ramadan we would go on to focus on driving penetration of Tang outside of the season.

Describe the execution (20% of vote)

In unravelling our strategy and big idea, we highlighted how the ‘Tang moment’ provided an opportunity for parents to instill important values in their children. From research by Kantar, we selected a variety of different ‘values’ which Saudi moms found most important for their children. On Digital, short online films showcased a specific value, and the moment Tang affords parents to instill that value. We mined through affinity signals in Google audience data to identify key personas within our TA. Then, each value was matched to one of these personas, and the film was developed. So, for our 'fashionista' persona, we demonstrated the 'generosity' value by showing a woman sharing an outfit with her younger sister as they sipped a glass of Tang. The copies were launched on Facebook, Instagram, YouTube, Snapchat, and TikTok. They were also complemented by a dynamic creative optimization campaign, and supported with impactful point-of-sales presence.

List the results (30% of vote)

The campaign performed beyond our expectations, and any effort in the brand’s history! Despite Ramadan already being Tang’s best performing season, we were able to outperform previous Ramadans' campaign results by an impressive 23% increase in Value sales vs YAGO which resulted in a 1.1pp increase in market share of the NCFFB Category. Our longer term objective was to continue momentum in sales beyond the season: in fact, the uplift in sales didn’t end with the campaign - Tang’s YTD sales through to the end of June 2021 were 17% higher vs YAGO*. This led to a massive 10% market share growth for Tang in the entire NCFFB category in 2021 YTD. Most importantly the campaign message clicked with consumers: our Brand Lift Study recorded a +20.1% lift in recall (vs benchmark of 10%). With that, Tang helped ‘Prepare a Better Every Day’ for kids, and for itself too!

Describe the use of data, or how the data enhanced the campaign output

Understanding our strategic value consumer was key to the success of this campaign. Tang was trying to strike a chord with Saudi mothers, who had increasingly begun to replace it with healthier alternatives. Emotionally connecting with our TA was a no-miss. We immersed ourselves in her interest signals across platforms, resorting to research carried out by Kantar and pages of Google audience data to craft content that was relevant, while staying true to our brand equity. By understanding her values and platform behaviour, we were able to select the relevant touchpoints, and build communication that speaks to her, not at her.