Tango targets Gen Z with ‘intense’ new look and biggest brand investment yet
Tango has announced a major brand refresh across its entire portfolio, unveiling a "bold new look" specifically designed to capture the attention of Gen Z consumers and amplify the "intense bold taste" of its flavour range.
The redesign, which marks the start of a massive year for the brand, includes a complete overhaul of the core range and its rotational flavour series. Backed by Tango’s largest-ever brand investment, the move aims to modernise the brand’s identity while increasing its visibility on crowded retail shelves.
The "glow-up" features enhanced fruit iconography and vibrant, high-contrast visuals. This new aesthetic is a direct response to consumer research indicating that Gen Z shoppers find the new packaging "cooler, unique, and more exciting."
As part of the refresh, the brand’s sugar-free line has been officially rebranded as Tango Zero’d, covering fan favourites such as Tango Zero’d Orange, Apple, and Cherry. The goal is to make the flavour cues more prominent, allowing the "intense" nature of the liquid inside to be reflected on the outside of the can.
Driving Growth in the Soft Drink Category Tango remains a powerhouse in the UK soft drink market, currently valued at £113 million in retail sales value (RSV) within the off-trade sector. By doubling down on its "notoriously bold personality," parent company Carlsberg Britvic hopes to unlock more consumption moments and drive category growth.
"This new look is all about increasing visibility and amplifying the intense bold taste of our Tango flavour ranges," said David Laidler, brand director for carbonates at Carlsberg Britvic. "By making the brand’s flavour appeal even more prominent, we’re making it easier for retailers to trade shoppers up and keep the category vibrant and relevant—especially for Gen Z."
The new-look packaging is set to hit retailers starting in March 2026. The rollout will include a variety of formats to suit different consumption habits, including: 330ml single cans (RRP £1.00); 500ml bottles (RRP £1.30); 2L sharing bottles (RRP £1.99); and multipacks (8x330ml cans for £5.29)
With its "intense" flavour at the forefront of the new design, Tango is positioning itself as the go-to choice for a generation that demands bold experiences and standout branding.
