A mock social media presentation for Tang.

1. Objective:
To contemporise Tang and drive sales
Media used:
Mobile App
Twitter and Facebook

2. Insight
• Tang is usually a drink prepared and
consumed as an alternative cold drink after
being in the gruelling heat outside
• What if you could drive Tang’s consumption
by making it a drink you would consume after
every strenuous activity

3. Approach
• Reposition Tang as a drink consumed after exercising
like juices, Gatorade, etc and away from Rasna
• Encourage urban users to exercise in the most
convenient way possible – Walking
• Create Tangercise – a pedometer Smartphone app with
social media extensions
• Reward users with free Tang refills and the opportunity
to show their daily scores on SNS and the chance to
challenge friends to walk-a-thons

4. Execution
A QR code on the pack will lead them to the app

5. Home Screen
The Home Screen of the App lets the user chart his progress and
set his daily goals

6. Daily Reports
The app will help the user decide his goal on the basis of his height/age/weight/gender and
help keep track of his target and provide the opportunity to share his progress on Facebook

7. Monthly Reports
The app helps the user chart his monthly progress and on
meeting his targets for a month, it rewards him with a Tang refill

8. Reinforcement
Every time a user meets his daily goal, the app congratulates him
and asks him to celebrate with a glass of Tang

9. Redemption
If a user consistently reaches his target for a month, the app rewards him
with a free Tang refill which can be availed through a simple SMS/E-mail

10. Social Media Extensions
The app allows the user to challenge his Facebook friends and
Twitter followers to a walk-a-thon and share their results online

11. CSR Extension
We allow the user to walk for particular causes and charity, for every monthly goal he
reaches Tang donates an amount equivalent to his refill pack to a charity of his choice

12. Objectives achieved
• Tang repositioned as a health drink
• Encouraged TG to exercise
• Goodwill created amongst the fitness conscious TG
• Made Tang socially more relevant and engaging
• Got you to offer me a job? If yes, you may
reach out to me at parab.uddhav@gmail.com
• Thank You – Feedback and criticism welcome