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Tango Advert Analysis 


When it comes to broadcast marketing, companies proposing adverts must follow a set of guidelines enforced by the ASA to ensure the content of the advert doesn't offend or upset the public or potential audience. One of Britain's most popular soft drink company Tango has had a rather colourful advertising history, and the company is known for their questionable adverts that have been banned from the public over the years. 

The company first caused public outrage in 1992. With the advert entitled "Orange Man", which showed a man getting 'hit' in the face by the taste of Orange Tango, had to be banned for fear that young children were at risk of seeing the advert and mimicking it. Shot in the style of a sports action replay, it features a man in an orange morph suit smacking his victim around the face whilst shouting the tag line "you know you've been Tangoed!". Shortly following the release of this advert, there were numerous reports of children being hurt by copying the action in the advert, and with the children risking perforating their eardrums. 


But it isn't just Tango's TV campaigns that have been offending the general public. A series of posters, designed by Boyle Hegarthy, were dubbed as "vulgar", "unedifying" and "ridiculous" by the ASA after numerous complaints were made. More than 80 complaints were made against the poster stating "too much Tango made me suck a bull's udder," claiming it suggested oral sex with a bull. The ASA rejected these claims, saying "Despite the possible sexual implications to some, we considered that the ad presented an outlandish and ridiculous scenario opposed to an explicit reference to beastiality, and any perversity was outweighed by the absurdity of the notion."


With technology advancing much faster than ever before, web-based advertising acts as a much more effective advertising platform rather than television. With millions of people using site’s like Youtube, Facebook and Twitter world-wide, these adverts can now reach more people and companies are gaining new customers from places that wouldn’t of known about them otherwise. 
   With new technology now available site’s can also now start tailoring adverts to suit the interests of the user. This means the user will see less of what they don’t want and more of what they do. This is done using cookies to track what the user looks at while on the site. These cookies can also be used to measure the effectiveness of adverts as it can tell which users were shown an advert and who went on to buy the product. 
   Advertising on Youtube will also push creative agencies to be more creative with their advert to stand out against the millions of videos already on there. The style of these adverts is often more bizarre than that seen on television and tend to follow traits of viral videos rather than abiding to the rules of the ASA.

Despite having a number it’s advert’s banned Tango continues to be one of Britain's best selling soft drinks. Tango puts this down to it’s strong marketing campaigns and memorable television adverts. These banned adverts are still remembered by many, even 20 years later. The key purpose of an advert is to create a link to the product that the customer can remember. So a good measure of an advert is how well it stuck in peoples minds. The “Orange Man” advert gained more recognition through the controversy behind it getting banded and because of this is still firmly imbedded in our memories. In conclusion making adverts that push the boundaries and rules can be a risky strategy but can often lead greater publicity, that is if the advert proves successful.

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