I’ve seen a couple of Tango product extensions recently…
Tango Shower gel & Tango Fake Tan.
One works for me, and one doesn’t – and here’s why…
Tango aren’t developing new products to genuinely diversify their business model.
They’re not expecting people to genuinely buy them – it’s an advert on a shelf.
They’re using them to strengthen the mother brand.
So what’s the Tango brand all about? It’s about Orange intensity.
So the Fake tan is bang on.
Anyone that’s seen The Only Way is Essex can testify that fake tan says Orange Intensity.
The idea of selling a Tango tanning wipe is funny and it reinforces orange intensity with Tango.
If you see it – you’ll probably laugh, maybe you’ll think about how it links to Tango, and then you walk on by.
But shower gel? They’ve got it all wrong.
– There’s a cherry flavour on sale here too. Why are you pandering to different consumer tastes? It’s a stunt, so stick to your core. People aren’t legitimately going to consider buying these.
– It states proudly on the front of the pack that this shower gel contains Aloe Vera. Aloe Vera is known for its calming properties. How, in anyway, does that say intensity?
– And on that, how does shower gel as a category say intensity?! The only shower gel I can think of that’s intense is Original Source for Men XXX Black Mint. I can’t think of another.