TANG is an orange-flavored powdered mix
drink developed in 1957 by General Foods Corporation food scientist William
A. Mitchell and chemist William Bruce James. It became available in
the market by 1959, and its early reputation rested on the fact that it was used
by early NASA crewed space flights.
Orange TANG was introduced in the Philippines around late 1970s by General Foods Philippines, Inc. and enjoyed a successful launch due to its American image. The first commercials that were aired were Australian productions, but in the 1980s, Hemisphere Leo Burnett was appointed as the local agency to handle its marketing communications. Mr. Greg Garcia handled the account and his team improved on the Aussie commercials, visually and musically.
The TANG TV commercial that was aired in April 1984 featured lush visuals, a new jingle composed by ace composer Ed Gatchalian, while integrating the signature “orange drop” shot that TANG was famous for.
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| TANG, "Share the Feeling" Campaign, 1979 |
Since
then, TANG has introduced a world of flavors also in pouches and packs,
like Guyabano, Grape, Calamansi, Apple, and many more. The TANG
brand is currently owned in most
countries by Mondelēz International, a North American company spun off
from Kraft Foods in 2012. The Philippines continue to be a
topmarket for TANG, along with Brazil and Argentina.
CREDITS:
AGENCY:
Hemisphere Leo Burnett
ECD:
Gregg Garcia
COPYWRITER:
Patch Falgui / ART DIRECTOR: Raffy Velasco
JINGLEMAKER:
Ed Gatchalian
CLIENT:
General Foods Philippines Inc.
