February 2003 - FINAL

At the beginning of a new communication campaign for Tang:

That crosses all markets and all boundaries

With an advertising idea which is universal and will speak to every Mom
with children

To present strategic and creative branding guidelines for the new

A mother always knows Tang campaign applicable worldwide.

A Consistent Brand Idea that:

Honors communication objectives

Is tailored to different contact points
Reflects brand values
Uses complementary tools to increase consumer involvement
Uses the tools needed - not necessary all the tools

A total communication plan that focuses brand needs to different

priority points of contact with the consumer.

 Ensure consistency and understanding of Tangs unique brand equities

in all markets

Bring to life the A mother always knows concept accross all mediums
Show use of core equities as appropriate by medium
Provide in - market flexibility / guidance in meeting local market objectives

Brand Positioning:
To mothers whith children under 12, Tang is the fruit-flavored
beverage that helps them do the best for their families,
because it has the best natural fruit taste,
is enriched with Vitamin C and their families love it.
Brand Essence:
Tang is an essential member of the family, trusted by moms, and loved by all.
Like a ray of sunshine, Tang has a natural way of brightening spirits
and spreading happiness.

Feeling like a really good mom

Emotional Benefit:

Helps mom do the best for her family

Consumer Benefit:

Product Benefit:

Product Attributes:

An easy way to make a delicious, homemade

beverage the whole family enjoys and that is
good for them

Great fruit taste, Vitamin-C enriched,

everyone loves it

Core Consumer Insight:

Moms everywhere share the desire to raise happy and healthy children,
deriving great satisfaction from being able to create a happy and
harmonious family environment - one with a strong sense of well being.
To this end they look for little ways, in their daily home life, with which
to emotionally bond with their children.

Advertising Objective:
To build a unique position for Tang by deepening the emotional
connection between Moms and Tang.

Bullseye Target:
Were talking to mothers of children under 12 years old. They see themselves
as a modern generation of moms, fulfilling many roles - in family, work and
social life - and seeking to achieve harmony between all demands
yet their role as a mother is still the most gratifying one. With the busy
lifestyle they live, their greatest fulfillment lies in knowing they are
the ones creating a loving sense of family.

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Key Communication:
With Tang you know you are doing the best for your family.
Support:
Tang has great fruit taste, is vitamin C enriched, and the whole family
loves it.

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A mother always knows

whats best for her family.

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The campaign centers around a mothers intuition: her innate

sense of what is in her childrens minds and souls, and the
resulting desire to provide her family with what is best for them.
Tang naturally fits this desire.
The campaign is a vibrant, uplifting and inspiring - yet real view of moms relationship with her family and with Tang.

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Tang is the proud expression of moms desire to provide

the best for her family.
Because of its great fruit taste and nutritional fortification,
Tang fits perfectly with moms definition of whats best.
Tang becomes moms trusted, essential, daily ally.

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The world of Tang is one of everyday family life, where fun comes
spontaneously and mistakes happen.
Where kids are kids and mom understands.
It is authentic, confidently colorful and vibrant in tone, atmosphere,
setting and in peoples behavior. Its a world of spontaneous natural
emotions, honest and genuine demeanor.
At the heart of this world is moms keen intuition and the magnetic
attraction of Tang, exciting the senses through its bright colors and great
fruity taste.
The world of Tang isnt about merely making kids happy or mothers
happy; its a world where things naturally converge, where moms
and kids connect on the same level and share one view of whats best
for them: TANG.

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 First sign of recognition of the Brand

Use as a label - one that our consumers are proud
to own and wear

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 Unique generous shape with open handle*

Branded
Shown with condensation for appetite appeal and for freshnes
Never use ice cubes within the pitcher: Tang is about taste appeal
not about thirst quenching
* pitcher reference: WMF 09 4109 2000.
Must be ordered through WMF. See website www.wmf.com

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Pantone 357C

Pantone 355C

Pantone 165C

Tang lives in a bright colorful world.

Orange is the dominant color to be used for background.
Green is secondary color in all layouts and usage.
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Ting

Ting

Ting

(original sound of spoon hitting pitcher)

Signals that Tang is ready / has been freshly prepared and instantly
triggers the anticipation of irresistible, great fruit taste
NB: Please see sound file for reference

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abcdefghijklmnopqrstuvwxyz
01 2 3 4 5 6 7 8 9 , . ; & ! ? = - +
AMAK Typeface:

Typeface Reference: Trebuchet bold

For TV use, always in white font (must be over 2 lines with shadow effect).
For all print usage, must add a green outline (pantone 357c) with shadow effect.

AMAK signature must always start with a capital A and the rest of the
signature in lower case (no punctuation).
Body copy typeface:

Typeface reference: Arial

Always placed on orange banner and in white font.
NB: Vitamin C super in TV : Arial with animated glowing effect from left to right.
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Typeface: Trebuchet Bold

over two lines in white font
Black shadow

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Glow Effect from left to right

Typeface: Arial in white font with a black shadow (see page 22)
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Font: Trebuchet bold

in white typeface with
green outline
(pantone 357C)
and black shadow
For example: For 58.5 point type,
make a 1.1 point offset
green outline in illustrator

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Role:

Creates a feeling that identifies our Tang campaign

Characteristics:

Positive, happy and upbeat

Spirited and lively (not overly sentimental and sweet)
Key components: Single track for brand recognition

"Ting Ting Ting" as part of the musical structure

An identifiable musical phrase that will work with the brand mnemonic and
can be reprised throughout the ad

Flexibility to work with the range of emotions conveyed in the campaign

pool (scored to the actual film)

Need for the Ting Ting Ting mnemonic to fit scenes of Mom hitting the pitcher
NB: Please see sound file for reference
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Key Visual
Strategic Considerations
Examples and Guidelines

The Key visual for Tang 360 degree branding should:

Use and represent Tangs core equities

Summarize and express the brand promise
Be in line with our television communication support
Live across all print mediums
Become a recognizable device
Work across all markets

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Mom

Long handled parfait spoon

(mandatory)
Branded pitcher

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Key visual option proposal - 2 versions:

For all GCC countries except Saudi Arabia: use veiled key visual
(mother with pitcher)

For Saudi Arabia: use of a specific key visual being produced locally.

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Key Visual
Strategic Considerations
Examples and Guidelines

 Understand the AMAK idea

Define your 360 degree objective
Translate the benefit within Tang brand values

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AMAK Idea

Benefit to Mom

360 Objective

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To translate the AMAK idea in 360 beyond the look of the material:

Always present from Moms point of view

Moms speaking to other Moms (our target after all)
Leveraging the bonding and complicity between Mom and child
Representing the caring and intuition of Moms

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Decide the media delivery objective:

For Example,

Provide factual information:

Example: New Flavor variant, price reduction etc

Help solve problems like low consumption frequency

Be more visible
Extend equity advertising in other mediums for surround effect

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This will give you clues as to:

How to use the core equities and key visual

The right balance between delivery of information and the AMAK concept
However, always consider that even if the objective is very tactical,
it can be treated within the idea.

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The benefit to Moms can be different depending on our objective.

It must however, always reflect Tang Brand values.
The different entry points to the benefit are listed below:

Practical and useful for Mom

A representation of Moms intuition and caring
Please children but with Moms stamp of approval
Generous and can be shared

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AMAK Idea

Tang
Blanket*
Showing her intuition
and caring

In-home visibility

*Illustrated examples to follow

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AMAK Idea

Tang
Kitchen
Message
Board*
Practical
and useful to Mom

Frequency
of consumption

*Illustrated examples to follow

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AMAK Idea

Tang
family
promotional
trip or
xylophone*
Please children
but with Moms
stamp of approval

Promotion

*Illustrated examples to follow

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AMAK Idea

5 cents
off
Wobbler* **
Generous
and can be shared

Tactical Yield
Message

*Illustrated examples to follow

**5 cents off to give more great tasting fruit to your family
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Key Visual
Strategic Considerations
Examples and Guidelines

Key Visual

TV

Outdoor

Print

Radio

Core Equities :

Logo
Pitcher
Colors
Ting Ting Ting
Music
Endline

= mandatory = optional
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POSM

Promo
Print

Promo
Gifts

In-Home
Visibility

Mailing

Logo

Colors
Ting Ting Ting
Music

Endline

Key Visual

Goodwill

Core Equities :

= mandatory = optional

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Mandatories on all Print material (ATL and BTL):

Tang logo always attached to a corner of the layout as if it were a clothing

label. Placement is optional (left, right, top, bottom) based on medium and layout.

AMAK endline always:

- in the Tang official typeface. Font is always white with green outline
(cf page 22).
- placed on orange or green stripe / banner.

Body copy always placed on an orange banner and font is always white.
Dominant color is always orange. Green secondary (ie if layout does not
permit to have 2 colors, always use orange as this will allow for better pack and
logo registration).

If packaging used (sachet / jar / pouches depending on market), always have

the Tang logo of pack aligned with the green stripe / banner.
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Mandatories on Flavor variant print work:

Use instead of orange the dominant flavor variant color.

Green is still secondary color.
All other mandatories are as described for print work.
Nb: Promotional gifts and visibility material for flavor variant stay dominantly
orange and green. A visual reminder of flavor can be added but will not replace
orange.
Mandatories on all promotional material and gifts:

Orange and green colors are mandatory.

Tang logo can be used freely, not necessary attached to a corner.
If AMAK endline used, always use AMAK typeface and white font.
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Donts

Dos

In Print outdoor, logo should always be attached to corner

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Endline not on green

or orange banner

Packaging not aligned on green stripe

Body copy not in
white font

Donts

Dos
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Donts

Dos

AMAK endline not on

green stripe

AMAK endline not

aligned on green stripe

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Donts

Do not play around with logo

Do not put AMAK on green

banner for shelf banner as
orange is mandatory color

Dos

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Donts

Mandatory color should

always be orange

Do

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This subject differs greatly from market to market. Therefore:

Local Ogilvy teams should apply careful treatment in fruit usage within
Tang communications.

Local Ogilvy teams should always check what are the fruit usage specifics
with KFI Local and Regional Heads as well as their Ogilvy Regional Heads.

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Key Elements:

Key visual (mandatory)

Ting ting ting mnemonic (mandatory)
AMAK signature (mandatory)
Tang logo on pitcher (mandatory)
Musical theme (mandatory)
Branding device (dependent on length of film)
Guidelines:

All films should include, where possible, the Tang swirl - ie branding
device (unless specific tag whose format does not allow for time)

All films must end with key visual signature: Mom hitting pitcher with
spoon and AMAK signature (cf. Equity films)
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Key Elements:

Key visual
Logo
Orange and green colors
AMAK signature
Guidelines:

Key visual may be used as main visual if for equity advertising

Possibility to use other main visual if needed, then, key visual to be used
as signature (cf promotional material)

Orange banner use on left hand side for logo, signature, and pack
placement and copy only if needed.

Additional green line behind logo optional (to be used if needed for legibility
and stand-out)
NB: Pack examples can vary per market but placement stays the same
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Key Elements:

Key visual
Logo (on or off pack)
Signature
Orange and green colors
Guidelines:

Key visual may be used as main visual (as outdoor) 3/4 page - if needed
other visual can be used and then key visual becomes a signature device

Orange banner on bottom part of layout for copy, logo and / or pack
placement

Signature AMAK on green line

If pack placement, line up Tang pack logo with signature
NB: Pack examples can vary per market but placement stays the same
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Key Elements:

Ting ting ting mnemonic

Music
AMAK signature
Guidelines:

Radio used either for equity reinforcement or tactical news, however

key elements to be used at all times

Information must be delivered from Moms point of view

(mother key speaker)

Incorporate when possible ting ting ting mnemonic as part of the action,
not only as a signature device

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Mom Voice-over:
No one knows your children like you do.
You know when they need a push, and when they need a hug.
What they hate, and what they love.
What makes them happy, and what makes them sad. So you know know
that everything you want to give them is right here in a pitcher full
of great tasting Tang.
Tang has the great fruit taste they love and all the vitaminc C you know
they need.
Tang. (ting ting ting). A mother always knows.
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Key Elements:

Tang logo
AMAK signature
Orange and green colors

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Guidelines:

Consider tactical message from Moms point of view showing that she
always knows whats best for her family

Use of key visual and signature when needed as for print work
Copy for promotional message on orange background or, if new flavor, on
background of new flavor variant

Signature on green stripe or orange background (dependent on size of

material used - orange should always be dominant and should dictate choice)

Consider all promotional material in a complementary fashion - this will

allow to place all key elements in a same environment with different weights
given to the key equities reflecting on actual POSM objective, placement
and physical size constraints
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Key Elements (print work):

Logo
AMAK signature
Key visual as signature
Orange and green colors
Key Elements (gifts):

Logo (mandatory)
Colors - orange dominant (mandatory)
Green as secondary
AMAK signature (optional)
Key visual (optional)
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Guidelines:

Promotion and items used as gifts must be a clear interpretation of the

AMAK idea - what Mom should do to please her family

Promotion should be directed towards Moms; Prizes and gifts towards her
children / family

Main visual should be the representation of the promotion

Use green stripe or banner for headline
Orange banner to be used for copy, signature, key visual or packshot if needed

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Drinking cup

Xylophone

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Lunch Box

Yo-Yo

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Bicycle protection

Caps

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Halloween costumes

Raincoats

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Key Elements:

Key visual (optional)

Tang logo (mandatory)
AMAK signature (optional)
Orange and green colors (mandatory)

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Guidelines:

Tang is often loved but forgotten and stays in the pantry

This has direct implications on frequency of consumption.
In - home visibility is designed to act as a reminder of Tangs presence
as a partner in helping Mom do whats best for her children.

Elements chosen should be those that are:

- Clearly visible or
- Used / seen on a daily basis because of their practicality or
- Reflect the Brands core values, or
- Items that help Mom care for and nurture her children.

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Message Board

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Blanket

Heightometer

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Bandage

Tang pitcher, glasses and tray

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Tang pitcher, glasses and tray detail

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Key Elements:

Logo
Orange and green colors
Key visual (signature device)
AMAK signature
Guidelines:

Mailings regardless of content or objective (loyalty program, promotions

etc) should always be from Moms perspective i.e. one
Mom speaking to other Moms.

Content should help create complicity amongst Moms via Tang and
because of Tang. Tang helps give ideas and helps Moms do whats
best for her children.

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Key elements:

TBD (dependent on medium and project)

Logos and colors mandatory (orange and green)
Guidelines:

Goodwill to be used only when opportunity to reinforce the idea of

mothers/community helping children grow i.e. whats best for them
beyond nutritional aspects.

Must translate and nourish Tang brand values.

Consider such examples:

Sponsoring new community library

Building of a playground
Do not consider:

Sponsoring events having no link to childrens well being and

blossoming

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Tang sponsoring school programs

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Sponsorship of a community library

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 All key visuals will be shot centrally and dispatched to Regional Heads
for local orders - Q1 03

Local country presentations with KFI Regional Heads - Q1 03

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