ObjectiveIncrease consumption of Tang off-season.
ChallengeConvert Tang usage from simple juice, to additional use cases.
SolutionAudience insights indicated that short-form digital videos (life hacks) were most engaging for our core consumer. We ideated on and produced 18 videos that showed Tang being used in recipes outside of juice and disseminated them across social and high reach portals.
Unparalleled engagement rates with extensive positive feedback from fans