Integrated Marketing Communication Proposal for Tango Orangeman

This project proposes an integrated marketing communication strategy for the Tango Orangeman campaign, aiming to revive the iconic brand for a modern audience. The proposal begins with an executive summary and introduction, providing a historical overview of the Tango brand and its Orangeman advertisement. It identifies the target audience and analyzes the original 1991 marketing campaign. The core of the proposal outlines the campaign objectives, suggests a new storyline, and details a multi-channel approach incorporating paid, owned, and earned media. The student also evaluates the campaign's effectiveness, drawing from examples of successful campaigns from other brands. The proposal emphasizes the use of digital platforms, television, and radio to reach the target demographic, focusing on the modern communication strategies to build a brand image. The document further explores the evaluation methods for the campaign and concludes with a personal reflection.

Running Head: Integrated Marketing Communication
Integrated Marketing Communication of Tango Orangeman
Name of the Student:
Name of the University:
Author’s Note

1INTEGRATED MARKETING COMMUNICATION
Executive Summary
This proposal prospects the integrated marketing communication strategy and tactics to
bring the 1991 campaign. The aim of the advertisement campaign for Tango is to illustrate on the
target audience of 2020 and the way it cam show case its advertisement with the emergence of
recent technology. It states the clear aim and objective of some creative approach and the
evaluation of the campaign. The communication strategy in this proposal is to aim the evaluation
of some famous multi-channel form of communication campaign.

2INTEGRATED MARKETING COMMUNICATION
Table of Contents
Introduction..................................................................................................................................2
Target Audience...........................................................................................................................3
Marketing Campaign of Tango....................................................................................................3
The Campaign Proposal Objective..............................................................................................4
Proposed Campaign for Tango (Orangeman) “You know When you have been Tango’d”.......5
Storyline for new campaign- “You know When you have been Tango’d”.................................6
Evaluation of Multi-Channel campaign of famous brands in 2020.............................................7
Communication Strategies for the campaign proposal................................................................7
Paid Media...................................................................................................................................8
Owned Media...............................................................................................................................9
Evaluation method of the campaign............................................................................................9
Personal Reflection......................................................................................................................9
Reference.......................................................................................................................................12

3INTEGRATED MARKETING COMMUNICATION
Introduction
Integrated marketing communication can be defined as the strategy, promotional business
and collaboration of various business functions through which the potential target audience can
sense consistently, reinforce the brand and be persuasive (Blakema 2018). The aim of the
proposal is to create a proposal based on an advertisement campaign for Tango (Orangeman).
Tango drink is has included an Orangeman who made its debut in the television back in 1991.
Although it was found that Orangeman was a notorious of all the advertisement and the other
advertisement in the campaign was banned due to the controversial factors (Raymaker 2017).
The company was renamed later as Britvic Soft Drinks Limited. It was developed by acquiring
the new brands from the portfolio. In the year 1986 the company the brand name Tango which
was originally launched in early 1950s. Below Britvic, Tango was successfully repositioned as
edge which meant as a youth brand. The proposal further caters to select the proposal objective
for the advertisement of Tango Orangeman for 2020 and also select the evaluation of the multi
channelled campaign for the famous brand. Orangeman is a British television advertisement that
is kept as a centre of attraction for a soft drink called Tango Orange. The release date for this
controversial advertisement was back in 1991 starting Peter Geeves, Hugh Dennis and Ray
Wilkins. The total running time of the advertisement was forty seconds and the edited version
was 30 seconds. The advertisement depicted that the Orange Man slaps the man on his cheeks
which relates to the tangy flavour of the drink and creates a metaphor for tasting Tango. The
marketing campaign for 2020 will assist to promote the product through different types of media
like television, radio, print and the most effective form of online platform (Lancaster and
Massingham 2017). The campaign will not solely be reliant on the advertisement and will

4INTEGRATED MARKETING COMMUNICATION
include the demonstration of the Orange man, video conference and other interactive procedures.
The marketing campaign for Tango Orange Man can be planned according to the digital
platform, radio and television campaign and outside the box campaign.
Target Audience
According to the research of the orange drink it can be analysed that the target audience
is the young generation and the people between the age group of 21-30. The other target
audience are the middle aged group of people between 31-40 because they tend to be conscious
with their health and want to experience the drink they are in any cafe or in the malls (Khan et al,
2017). The company has analysed the situation and offering of its rival firms before making any
decision in regards to the components of the drinks.
Marketing Campaign of Tango
The advertisement back in 1991 was intense and hard to get and establish the set of rules.
This made the tango stand out whereas the cause and effect of the advertisement came into
contact and the product somewhere wanted to change the life. Coming to marketing campaign
for Tango Orange Man it can be defined as the promotion technique of the product through
different medium such as radio, television, and online platform. The campaign for Tango needs
to be designed with setting up of different gaols a creative form and building a brand image
through introduction of the product back again from 1991 to 2020 (Groppa 2018). The goal of
this advertisement campaign is to devote the marketing needs and what the media is trying to
cater by reaching the specified segment of the population. The advertisement shared a story line
where an Orange Man comes running in front of few people and slaps a man and runs away. This
emphasises on showing metaphor where the Orange Man wants to make the man realise the
tangy flavour of the juice (Voorn et al, 2018). The storyline of the advertisement express the

5INTEGRATED MARKETING COMMUNICATION
cause and effect relationship which the audience had to connect while watching the
advertisement. It catered to a large scenario were the people’s lives were improved and apart
from it the controversy it had boost the sales by one third and featured in ranking highly in
greatest advertisement ever made.
The Campaign Proposal Objective
The marketing objective for Tango is set and caters the business while promoting its
product or service to the potential customers. The product and service offered to the customer
must be provided in a given time frame. The marketing objective caters to the strategy that
Tango can set to achieve the overall organisational goals (Bucholtz, Bluth and Pfaff 2016). The
campaign for Tango orange Man was a vital division of the entire marketing process which
directed the brand to achieve its objective with the inclusion of an honest strategy. The campaign
can come into the picture again with the new integrated marketing communication strategies for
an existing, connected audience (Sheth 2017). It is vital to examine and categorises the target and
potential viewers so that the creator of the new strategy can carry out the message while
addressing the needs of the customers.
In incorporated marketing communication is a communication that is promoted through a
number of strategy which work together and strengthen each other by promoting a new strategy
and a new slogan through any social media platform. However this can prove in an effortless
manner and the ways of promotion because it blends both in modern and traditional marketing
technique assist in communicating without any disruption of the target audience (Cant and Wiid
2016). The integrated marketing communication develops the trust with the future spectators and
it takes different ways in more effective and increasing manner.
 Firstly to attain the target viewers of the present generation.

6INTEGRATED MARKETING COMMUNICATION
 To cater the new marketing techniques and inculcate the tendency of the modern world.
 Junction of the traditional media with the modern technology.
 Cater the number one selection of the target audience.
Proposed Campaign for Tango (Orangeman) “You know When you have been Tango’d”
The communication strategy for Tango Orange Man claims that back in 1991 the
advertisement was produced and came on air in British Television until 1992 and the medium
used to telecast the advertisement was radio, television and print media. Therefore it includes the
traditional form of campaigning through newspaper and print ads in magazines. The company
claims that due to high budget the advertisement was performed on a low budget and was
delegated primarily (Navarro 2017). In the recent time the brand uses modern and advanced
method of paid, owned, earned and social media communication jointly to style the integrated
successful strategy and achieve the success.
According to research it was found that Tango back in 1991 had not used earned, owned
and paid media method in organising marketing campaign (Raymaker 2017). Therefore the aim
of the proposal is to remake the advertising campaign after so many years which is important for
them to use the modern communication strategies and capture the marketing consumers. In 1994
the movement had helped the brand to double it’s distribute on the orange drink market. On the
other hand in May 2002 the campaign “You know When you have been Tango’d” was
relaunched with the advertisement of Helmet and Porcupine on the tenth anniversary of the
campaign. The Orange Man all throughout the campaign had created the Chi instead of HHCL
who had ended in the ten year relationship. Therefore a powerful marketing phrase is essential
for a piece of a company to tell the customers what it is about.

7INTEGRATED MARKETING COMMUNICATION
Storyline for new campaign- “It’s Good to be Tango’d”
The storyline of a new campaign from “You know When you have been Tango’d” to
“It’s Good to be Tango’d” can be a continuous story line or set of adventures that places the
same characters. The purpose of the storyline is to introduce the aspect into game which can be
developed, improved and grown along with the characters. The storyline for Tango brand comes
to connect the consumer with the company’s objective and goal and then emotionally connect
and attract the consumers towards the brand. With this purpose the rebirth of the campaign “You
know When you have been Tango’d” of 1991 advertisement campaign can be done. The
advertisement had Peter Geeves, Ray Wilkins, Hugh Dennis and Gil Scott Heron which can be
now replaced by Sam Clafin as he is loved by people worldwide and there are many people who
follow him on social media like Instagram and Facebook (Birch 2016). If he is portrayed in the
advert then many would be involved to the storyline of it. Since he is tall, handsome, hard
working and has the ability to carry off himself smartly with the ability to work in some great
commercials like Peaky Blinders, The Pillars of the Earth, Any Human Heart and many more
and also won the Glamour Award for Men of the year. He can grab the orange drink while
keeping the location on a beach and young men and women giving glace at their beer bottles and
then looking at the orange drink which would give the audience the sense of tanginess while
looking at the actor as well the bottle of Tango. This would represent the new slogan of “It’s
Good to be Tango’d”

8INTEGRATED MARKETING COMMUNICATION
Evaluation of Multi-Channel campaign of famous brands in 2020
The objective of advertising has evolved while the brand has begun to have the real time
discussion with the possible clients when they converse with the mobile applications and online
sites. Keeping in mind the size of the firm the company is using its creative measures in
communicating and attracts the customers at the same time (Méndez and Monfort 2019).
Recently the famous company Lasker’s Drink has launched its advertisement
campaign as “Drink an Orange Campaign” where it showcased two and a
half orange juice in one unit and it lead to an increase of 40% increase in
sales. It garbed its sales more by adverting in social media platform like
Facebook and Instagram. This proves that online media is a great platform to
telecast the advertisement and posters and target a large amount of
audience.
Communication Strategies for the campaign proposal
In this proposal a combination of owned, earned and paid media is used which forms as
an effectual statement strategy. This concept was first implemented by the famous cell phone
brand Nokia in the year 2008 during its online advertisement campaign. The owned media
platform acts like to stimulate the target audience and is eventually evaluates the earned media
for the customers who recognize themselves.
Paid Media
The paid media is referred to as the marketing effort and involves the paid placement. It
also includes the PPC advertising, display and content which becomes an essential part of the
component and revenue growth and build the awareness for online business (Lovett and Staelin

9INTEGRATED MARKETING COMMUNICATION
2016). To gather the instant return of asset the paid media is used effectively as one of the most
important strategy. It guides the customer back to your own media where you can encourage the
buyers to purchase the product. On the other hand the celebrity endorsement is also vital which
can be telecasted through social media, print form of announcement and social media channel of
the elevated profile celebrity. If Sam Clafin is planned to be portraying in the remake of the
advertisement of Tango Orange Man 1991 then he should be paid a post on Instagram of him
endorsing the Can and bottle of orange drink (Katz 2016). He would be asked to share the post in
his Instagram profile and tag people and friends in his post and also share the post in his story.
By the end Tango would gradually gain a lot of suggestion and followers plus the product would
be seen by many possible consumers.
Facebook: is also a leading social media platform where the user can reach the customer and
gain new audience as well. Facebook can be paid to show “You know When you have been
Tango’d” advertisement on the user’s newsfeed. The impact can be huge because there is a
celebrity who is endorsing the brand with an emphasized and meaningful slogan.
Television: there is large number of audience to watch television in spite their busy schedule.
MTV is an international broadcast channel which can provide entertainment sows and songs with
the latest trend and lifestyle. Therefore, this would be an effective channel of broadcast to reach
the target audience.
Street Marketing: the use of non-traditional source of promoting its product is one of the most
important aspects of advertising which laeds to greater amount of attention for a particular ad
campaign. It can either take place online, whereas it is confined to the street and other related
places in public.

10INTEGRATED MARKETING COMMUNICATION
Content Marketing: it is a strategic approach which is focused on creating the advertisement
and then gets distributed relatively and consistently to attract the audience. It leads to drive out
the profit as per the action revived from the customers.
POE: this is a reference of TI’s power over the POE that is Power over Internet with the high-
performance simple Link which is high performance. It will enable the consumers to develop
application for Internet of Things in minute factors from factor board.
Owned Media
Own media can be defined as when the person owns a channel, account and blogs where you
do not require to pay the content to demonstrate up the audience (Lovett and Staelin 2016).
Tango had previously used YouTube to create its official page and promote some of their
advertisement. The re-make of the video can be uploaded in YouTube channel where the
subscribers would mechanically receive an announcement from the channel. It is an effective
form of uploading the video in this platform because if the video receives a good number of
views then it would appear in the homepage of the users.
Evaluation method of the campaign
The objective of the campaign is to use the new marketing technique and strategies to
bring up communicate with the modern technology and attract the potential target audience. The
evaluation of the strategy is a crucial part of marketing and allows the company to identify the
ineffective strategies and eliminate the negativity to create plan which assist the business to
grow. To evaluate the retune of investment the majoring strategy should cost more than they can
make profit and be unsustainable.

11INTEGRATED MARKETING COMMUNICATION
Personal Reflection
While working on the assignment it made me realise the importance of integrated
marketing communication because IMC involves a number of coordinating promotional
activities and assist in making the marketing activities more communicative with the firm’s own
customers. The basis of IMC tool has taught me that the strategy is used to accomplish the
organisational communication objective and is often referred to as the promotional mix.
Throughout the course in my present semester we have learnt different theories which are
included in this proposal and have helped me in understanding the theories better. I decided to
choose Tango Orangeman advertisement because I prefer the concept of introducing an orange
drink and keeping the notorious Orangeman in the advertisement. It had very intelligently used
this concept in their advertisement back in the year 1991. Therefore, it was a short video
advertisement of forty minutes which was later edited into thirty minutes and published in British
broadcast in 1992. After a long process of analysis I gathered the concept and idea of using this
famous advertisement and the idea of remaking it in terms of 2020 which includes the elements
of using recent technology and different forms of media. However there is very limited
information available in Google about Tango orange juice. From the point of dynamic
communication process I experienced that there is a story which can be used in the re-make of
Tango advertisement and bring in the importance of the product. To bring out the story of the
Orangeman it is important for us to talk and remember about the customer behaviour and convey
the story accordingly.
When the story is being conveyed from starting of the person to the narrator the usage of
light, music, sound and even the camera angle used in the video are the things which is to be kept
in mind and has to be placed with the correct form. After carrying out this research, I examined