Brand History

Introduction

Tang is the favourite powdered beverage brand of the world. From Beijing to Buenos Aires, Tang is available in more than 30 countries, on six continents, and is extremely popular among consumers of all ages. The fresh, fruity drink comes in a variety of flavours - based on local consumers' preferences – and is fortified with essential vitamins and minerals to make it a beverage of choice for consumers' seeking refreshment and instant relaxation.

History

History

The beverage mixed 'round the world...and beyond.

As one of the few beverages to ever travel to the moon, Tang has a storied 60-plus year history. What began as an American instant breakfast beverage has evolved into a drink embraced all over the globe, from morning 'til night.

Tang's distant travels have brought about a variety of new flavors, new formulas and new packaging. But no matter where it journeys throughout the galaxy, Tang always stays true to its fun and flavorful roots.

6 Delicious Decades

  • 1957
    1957-1960 "TANG GIVES YOU MORE VITAMIN C THAN ORANGE JUICE!"
    1957

    Tang entered the American market as an instant orange-flavoured "breakfast" beverage.

    1959

    Tang made a move onto the Canadian market under the brand name Sun-Up. The instant orange flavoured Tang juice next went to the overseas markets of West Germany and Venezuela under the brand names of Taufrisch and Mananita respectively.

  • 1961
    1961-1970 "WHAT GOT INTO TANG?"
    1960

    Orange Tang is introduced under the name of Top-C in Great Britain.

    1962

    A new Tang, with a natural orange flavour is launched for the first time in Peru.

    1965

    Gemini-IV astronauts, James McDivitt and Edward H. White II, took Tang along with them on their mission. Tang became the standard issue drink to all subsequent Gemini and Apollo space flights for the next 10 years.

    1967

    Tang juice entered the Swedish market.

    1968

    Tang sponsored the ABC-TV network's coverage of Apollo-VIII flight, the first American manned flight around the moon.

    Grape-flavoured Tang was introduced into the U.S. test market. It was made available to U.S consumers in 1971.

  • 1971
    1971-1980 "THIS MORNING HE WILL DRINK TANG."
    1972

    Two premiums are offered by Tang in connection with the Apollo XVI and XVII space flights: a replica of the lunar roving vehicle and a full-colour map of the moon. Around 63,000 moon maps are distributed free of charge to schools across the U.S.A.

    1975

    Tang was made available in pitcher-size packets.

    1976

    Tang entered the French and the Puerto Rican markets.

    1977

    Tang opened a manufacturing plant in Mexico City, Mexico.

    1978

    Tang launched in Brazil.

  • 1981
    1981-1990 "IN A TASTE TEST, CHILDREN PREFERRED TANG TO THE LEADING ORANGE JUICE"
    1982

    Ready-to-drink Tang drink was made available in Canada.

    1983

    Tang pouches with real fruit juice were tested in Dallas, Texas, while Sugar-Free Tang with NutraSweet was marketed in Phoenix and Milwaukee.

    1984

    A joint venture of Tang and Maxwell House Coffee was granted production rights in the People's Republic of China.

    1987

    New Tang was relaunched with 100% natural flavour, no preservatives, five additional vitamins, and a brand new label design.

    1988

    Tang pouches with real fruit juice became available nationwide in the U.S.A.

  • 1990
    1990 -2000 - ONWARDS
    1990

    Tang sponsored the 18th annual Iditarod Dog Sled Race in Alaska.

    1991

    Tang was launched in Ecuador.

    1994

    Plastic canister replaced the traditional glass jar in the U.S. market.

    1995

    Tang was relaunched in the U.S. market with an exciting new advertising campaign that featured an Orangutan as the brand's spoke-character.

  • 2000
    2000-2010 "THE EXTREME TASTE OF TANG NOW COMES IN A POUCH"
    2001

    Research and global brand audit confirmed that all consumers relate to Tang in a similar manner (the research criteria involved product attributes, emotional values and memories). This research led to the agreement between various Tang drink divisions to unify the platform for Global Brand Foundations and Strategy.

    2003

    Tang launched "A Mother Always Knows" (AMAK) a global campaign in 46 countries.

    2004

    AMAK evolved into "Imagination".

    2007

    Tang launched "Feel the Flavour" campaign in Latin America.

    2011-BEYOND "And the best is still to come..."