In "postman" we watch a man lying in his basement, waiting in anticipation underneath a bulging ceiling above which his hallway is flooded with apple juice. He has converted his post box into a juicer so that when an apple (which he has sent to himself) is posted into it, more juice is added to the hallway. This final apple creates enough liquid for the ceiling to be unable to take the strain any longer. A torrent of juice bursts through the ceiling and drenches the delighted man.
Philosophy
CHI took the brand's existing big idea that demonstrated irreverent recreations of the unique tango hit of the (real) whole fruit and made it more product focused.The campaign has already been successful. In addition to Andrew Marsden stating this is the best creative Tango have ever done, the brand also achieved its highest value and volume share of the market in the last 3 years.
Problem
In 1992 Tango had launched one of the most successful and famous advertising campaigns of all time and became category leaders with a market share of 39%. However,in the face of a massive martketing and distribution onslaught from Fanta (owned by Coke) at the start of 2002 they were experiencing a YOY drop in volumes sales of 9% and their market share was down to 4.9%. CHI was briefed to reverse this decline and generate fresh re-appraisal of the brand.