Ardagh Metal Packaging announces collaboration with Britvic Soft Drinks
Ardagh Metal Packaging Europe has announced its collaboration with Britvic Soft Drinks and the launch of the innovative H!GHEND design for their new Tango Mango cans. The can, featuring a unique combination of the Tango brand and Ardagh’s H!GHEND technology, is set to captivate consumers with its eye-catching design and packaging. Britvic Soft Drinks, renowned for its commitment to delivering vibrant and distinctive beverages, introduces Tango Mango, a tantalising new flavour under the Tango brand. T
he 330ml standard can, adorned with the new H!GHEND design and a matte finish, promises to elevate the consumer experience through its visually striking appearance.
Britvic chose H!GHEND for its innovative market approach. “Decorated beverage can ends were presented as a concept by Ardagh, and we thought it would be the perfect fit for our launch of Tango Mango,” says Victoria Burridge, brand manager at Britvic. The collaboration with Ardagh’s graphics team resulted in the selection of a unique mango graphic, seamlessly integrated with the can’s overall artwork that allowed Britvic to bring their vision for Tango Mango to life. Victoria Burridge adds “The H!GHEND designs truly complement the bold and vibrant nature of our product and not only enhances the visual appeal of our packaging but also aligns seamlessly with the Tango brand’s essence, adding a new dimension to the consumer experience.”
The Tango Mango design follows the principles of Britvic’s rotational flavour strategy, Tango Editions. This strategy combines bold tastes with striking pack designs, with the H!GHEND can ends providing enhanced visibility for the flavour descriptor ‘The Tang’. “We’re all about creating eye-catching packaging that grabs the consumer’s attention to promote sales,” states Mike Cunningham, packaging development manager at Britvic. “With innovation being a key category driver for fruit flavoured carbonates, we are committed to continuing to innovate in this space.”
The H!GHEND designs are a limited edition featuring on single-serve Tango Mango cans, which are transported to Britvic via an innovative underground passage which connects AMP’s Rugby plant with the next-door Britvic factory, reducing carbon emissions and exemplifying its commitment to sustainability. Limited editions have proven to be a powerful tool for market activation, boosting sales, and creating buzz among consumers. The exclusivity of the H!GHEND designs on the Tango Mango cans enhances the appeal of this limited edition, providing consumers with a unique and premium beverage experience. The new cans align with the commitment of both Ardagh and Britvic to push the boundaries of innovation and deliver unparalleled value to consumers in the ever-evolving beverage market.
The Tango Mango cans debuted in the British market on February 1, 2024. The release primarily targets symbol groups, independent retailers, and wholesalers, strategically positioned within Britvic’s portfolio for immediate consumption.