Bloom has updated Britvic’s sugar-free Tango Editions lineup with Tango Mango, a limited-edition flavour platform geared towards younger consumers and families with its ‘bold’ and ‘dynamic’ packaging.

Available for one year from this month, the Tango Mango flavour follows the previous Berry Peachy and Paradise Punch editions in Bloom and Britvic’s five-year history of collaboration.

Silver accents, flowing lines, and mango imagery have all been incorporated into the drink’s packaging in chunky paint markets and ‘mango hues’. It is intended to convey confidence and embrace imperfections.

Tango Mango has been designed with new and existing consumers in mind and hopes to unlock additional sales opportunities for retailers. Flavours undergo a seasonal rotation in hopes of keeping consumer interest and excitement high amongst a range of shoppers, including families and Gen Z (consumers born between the late 1990s and early 2010s).

“Tango is a bold, mischievous, distinctly British brand that responds to consumers’ demands for healthier products,” explained Stu Witter, associate creative director at Bloom. “It offers bold flavours and celebrates self-expression. So we wanted the artistic process behind Tango Mango’s visual identity to be transparent and showcase the handcrafted nature of the designs.

“We drew inspiration from various art forms, including graffiti and street culture, infusing cultural relevance into our graphics. Our design concept, which we call Tiger Style, draws from hip-hop and street creativity, blending graffiti elements with the intricate detailing seen in custom car culture.

“We’ve also incorporated the vibrant colours of mango into the work, creating a pattern that’s not only eye-catching on pack but also adaptable to streetwear, merchandise and interior design. Using a mix of bold marker pens and streetwear influences, we’ve created a brand look and feel that celebrates both urban culture and the tangy essence of the fruit, as well as the drink’s sugar-free credentials.”

Ben Parker, Britvic’s retail commercial director in Great Britain, continued: “Innovation in the fruit-flavoured carbonates category is a priority for Tango, with new and exciting sugar-free flavours that align with the brand’s bold and fun personality.”

“Bloom is our trusted design partner and has designed all of our Editions range, with Mango being the latest iteration,” added Dave Laidler, Carbonates brand director at Britvic. “The team understand the brand’s bold, fun and irreverent tone.

“The Tango Mango design is hugely eye-catching and will appeal to our younger audience looking for excitement within fruit carbonates. We’re delighted with the results and can’t wait to see how our consumers react.”

Last Christmas, the Corona Extra beer can was redesigned by celebrity fashion designer Talia Coles as part of the limited-edition Feliz Navi-Drip campaign. Its colour-changing thermochromic ink technology revealed the beach hut from Corona’s widely-known holiday advertisement as consumers drank the beer and the can warmed up.

Similarly, Carlsberg’s limited-edition packaging from professional designer Ofen Hu utilizes visual storytelling to celebrate the Lunar New Year in 2024.

If you liked this article, you might also enjoy:

The Lidl approach to packaging sustainability

How did Brazil achieve its 100% aluminium can recycling rate – and can it be replicated in the EU?

Experts have their say on the EU’s Packaging and Packaging Waste Directive revisions

A deep dive into the most important packaging sustainability trends and solutions