ObjectiveTo create the awareness and consumption of the new taste of Tang in key seasons; Ramadan and Summers.
ChallengeTo build its new communication around new refreshing taste, whilst still being associated with recipes. Created brand impact by utilizing the old recipes inventory pool in an innovative manner.
SolutionThrough an innovative programmatic strategy, Tang would communicate leverage weather and real-time API to deliver customized messaging, gaining relevance and affinity. Top 15 cities in Pakistan were targeted during peak seasons:
Both banners portrayed an image of Tang recipe as a call to action, relevant to each moment and directing the traffic to our YouTube channel.
- Ramadan: Sehri and Iftar live countdowns
- Summers: Spreading the message of staying “hydrated and refreshed with Tang”
Resulted in 22 % increased views on pre-existing library of Tang recipe videos on YouTube.