AdStrat: Tang: Negotiating Kidland

06 May,2013

Name of the campaign/ad: Negotiation

 

The Brief: The brand has enhanced its product and packaging to deliver both a fruitier taste & nutrition goodness to consumers. We intended a new communication that communicates the ‘fruit powder’ initiative. Tang also wanted to showcase this initiative to their target audience that is mothers and kids through a fun and refreshing TVC.

 

Research insights: The TVC is based on the insight that the mother-child relationship has evolved over time and that today, kids too want a ‘say’ in the decisions taken for them. When mothers look at kids demands they constantly try to balance the ‘yes’ and the ‘no’. Mothers know what to heed to and kids too somewhere are aware of what to demand. This friendly tussle has been shared in an interesting and engaging way in the new Tang TVC.

 

The thought process behind the creative: This commercial is set in a fun filled negotiation background between mom and kids and the well-meaning tussle that defines the changed dynamics of modern day parenting. It is based on the insight that the mother-child relationship has evolved over time and that today, children want a ‘say’ in the decisions taken for them.

 

Media vehicles chosen: The launch is supported with heavy marketing investments including advertising, on-ground engagement, differentiated POB execution and PR.

 

Key issues kept in mind while executing the ad: Tang has enhanced its product and packaging to deliver both a fruitier taste & nutrition goodness to consumers. In sync with the peak consumption period for the brand (summer), Tang wanted to showcase this initiative to the larger world through a fun and refreshing TVC. The strategy was to capture a powerful slice of life moment in the mother-child relationship, by leveraging a new and relevant parenting insight.

 

What is the differentiating factor about the ad? The previous campaign was on Tang’s global proposition of ‘Refresh the hero in every kid’. This year the idea was to take the same proposition forward, and also communicate the ‘fruit powder’ initiative while building on the idea that when kids consume good things, they are inspired to do great things – a ‘goodness in greatness out’ proposition.

 

Client comment: Narayan Sundararaman, Category Director – Beverages, Candy & Gum and Director – Consumer Insights & Strategy at Mondelez International, said, “Tang has been a great success story for us ever since its launch in India and kids love the taste of Tang. Their favourite drink, which is available in three flavours of Orange, Lemon and Mango, has now been made even more delicious, with added fruit powder and vitamin goodness. The TVC captures a very powerful slice of life moment in the mother-child relationship and presents a new parenting insight. It hits the mark and communicates the brand message in the most engaging and Interesting way. This new TVC will kick-off the season and we believe that consumers will see an instant connect with the real life situation played out in the TVC.”

 

Agency comment: Gajaraj Rao, Ad Director, Code Red Films said, “The new Tang TVC campaign is created to reflect the attitudes of the kids of today, who believe they have rights just as grown-ups do, even if the world is not ready to see it that way. Mothers believe they need to set appropriate boundaries and hence are continually balancing the ‘yes’ and the ‘no’. The new Tang TVC has been developed based on the theme of negotiation and plays on this tug of war between mother and child in a fun way.”

 

Sagar Mahabaleshwarkar, CCO, Bates CHI said, “Being a father of a 10 year old daughter, this situation replays itself almost every day at home. Kids find new ways to negotiate with their parents. Mothers too give in to the demands as long as the demand is just. This has interestingly been used in our new Tang communication. Sincerely hope moms and kids will enjoy this communication.”

 

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