The pitch will take place later this month and the brief requires agencies to act as marketing consultants as well as advertising partners, offering advice on brand positioning and new product development as well as advertising strategy. A result is expected by mid-April.
“Tango is a household name in Indonesia, but we’ve been tasked to increase consumption of the brand which has traditionally been an impulse buy,” said one source from a pitching agency.
To date, Tango’s advertising has targeted young consumers with quirky, fun commercials. The new agency will be expected to evolve the brand’s look and feel, but stay faithful to its core positioning. Although TV is Tango’s main medium, print, out-of-home and brand activation are part of the brief.
Tango is part of the consumer goods company OT, which produces other popular snacks Capilano’s, Oops, Cannon Ball and Mio, as well as sanitary care products such as HoneySoft.
