In KSA, Tang ranks #1 in market share in the ‘Powdered Beverages’ (PB) category. However, the category is shrinking at 12% Y-o-Y in value. Meaning Tang was the leader of a declining segment in a declining category. Tang is also the #2 most associated Ramadan brand in the market. This is a double-edged sword as offtake has become extremely seasonal: an overwhelming 60% of Tang's sales happen during only this one month of the year.

Additionally, the brand found itself losing out to healthier alternatives like juices and water among health-conscious Saudi moms.

We needed to shift Tang’s relevance from a ‘Ramadan’ drink, to an ‘everyday’ beverage. To achieve this, we wanted to win mom’s appraisal to give Tang to her kids – everyday!

However, we needed to do so without jeopardizing our key sales season: although we were communicating in Ramadan, we wanted to keep selling after.

Family bonding moments where values are imparted have a natural and fitting place during Ramadan, however throughout the rest of the year, such moments get lost in the hustle of daily routines. So creating a new occasion for family bonding using Tang’s unique preparation ritual would serve as a longer-term opportunity to drive relevance outside the season as well as within it.

First and foremost, we set out to establish that Tang provides an opportunity for parents to instill the values they hold dear in their children. This not only enabled us to create a renewed relevance in the Ramadan season, but as parents are concerned about instilling good values in their children all year round, it also laid the foundation for what was to come, in that following Ramadan we would go on to focus on driving penetration of Tang outside of the season.

Following our strategy and big idea, we kicked things off with a TVC that highlighted how the ‘Tang moment’ offered an opportunity for parents to instill important values in their children. From Kantar research, we selected a variety of ‘values’ which Saudi moms found most important for their children. On Digital, a variety of short online films showcased a specific value, and the moment Tang affords parents to instill that value in their child.

The cornerstone was a dynamic creative optimization campaign on Display: time-targeted banners provided a real-time countdown to Iftar, and therefore the 'Tang moment', as consumers waited to break fast with a glass of Tang. drive higher relevancy and association during this occasion.

In this way, we sought to retain Tang's impactful brand presence during the Holy Month, while also achieving a higher-order emotional function that would allow us to be relevant beyond the end of Ramadan.

The campaign performed beyond our expectations, and any effort in the brand’s history!

Despite Ramadan already being Tang’s best performing season, we were able to outperform previous Ramadans' campaign results by an impressive 23% increase in Value sales vs YAGO which resulted in a 1.1pp increase in market share of the NCFFB Category.

Our longer term objective was to continue momentum in sales beyond the season: in fact, the uplift in sales didn’t end with the campaign - Tang’s YTD sales through to the end of June 2021 were 17% higher vs YAGO*. This led to a massive 10% market share growth for Tang in the entire NCFFB category in 2021 YTD.

Most importantly the campaign message clicked with consumers: our Brand Lift Study recorded a +20.1% lift in recall (vs benchmark of 10%).

With that, Tang helped ‘Prepare a Better Every Day’ for kids, and for itself too!