TANG
Mondeleze middle East
Tang is a well known brand that has been part of Arab families gatherings for more than 40 years.
Most of the target audience have grown up drinking Tang and thus have the emotional connection with it.
Tang is strongly associated with Ramadan being The Drink people have with Iftar because it is light on the stomach and quenches thirst
OBJECTIVE
Introduction to Tang’s existence in the region specifically in GCC.
The challenge is to build on the brand’s presence during Ramadan and its USPs yet deliver a new message.
For Ramadan 2016, The big idea is introducing a limited edition / commemorative pack for Ramadan which is solely sold online and taps into heritage, nostalgia, Ramadan spirit and premium look.
The process of “the making of” was captured to generate material that can stir interest / interaction on social media platforms.
