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‘Tango – Shout Down Non Drinkers’ enticed young people to choose Tango over all other soft drinks. Consumers were encouraged to buy a Tango megaphone to seek out non drinkers and shout them down as part of a lively campaign which included TV, radio (wind-ups featuring John Culshaw), posters and press ads, as well as being communicated on over 40 million promotional packs. Advertising awareness increased from 35 to 57% within three months whilst the radio campaign reached 45% of all 15-19yr olds. Sales of the Tango megaphone far exceeded targets, making it one of Tango’s most successful campaigns ever.