Tang: FLAVOURS

Credits & Description:

Category: Promotional Item Design

Advertiser: KRAFT FOODS

Product/Service: KRAFT FOODS (TANG)

Agency: BATES

Chief Creative Officer: Sagar Mahabaleshwarkar (Bates India)

Executive Creative Director: Abhinav Pratiman (Bates India)

Associate Creative Director: Virendra Shinde (Bates India)

Art Director: Virendra Shinde (Bates India)

Media placement: Business Cards - Kraft Foods - Tang Office - 1/03/12



Describe the brief from the client

Tang was getting launched in 3 new exciting flavours in the market. Along with a promotional campaign for the same, we also needed to develop a unique identity for the internal marketing/sales team of Tang that would create the same buzz around the launch of flavours.



Describe the challenges and key objectives

Instead of creating a traditional business card for the team, the key challenge was to create an identity that would not only be as fresh as Tang flavours, but also promote the new flavours.



Describe how you arrived at the final design

To enjoy Tang, all you need to do is put it in a glass of water. We designed the cards in such a way that it creates the same experience. We printed the glass-shaped cards on special paper, so that once you dip them in water, the colour changes to a particular flavour. Thus giving the impression of a glass of Tang.



Give some indication of how successful the outcome was in the market

The innovative cards created a lot of buzz among traders, partners and key retail affiliates. The cards were also given away as a promotional item along with packs of Tang at the retail level. Over 3,000 customer calls were received in the first week of launch, with positive feedback.