July 15th, 2008

Tang Gets Kicks with Soccer Tie-in for Latino Kids

PROMO Magazine

Tang, that popular orange-flavored drink from Kraft Foods, will partner with U.S. Major League Soccer in select markets this summer to let young Latino players eight to 12 get on-field training tips and taste some new flavors.

The campaign, “Verano MLS Presentado por Tang,” will give young Hispanic players in markets including Dallas, Houston, San Antonio, Los Angeles, San Francisco and Phoenix a chance to take part in matches twice a week and to get professional training from MLS stars.

Fourteen-year-old Mexican actor Adrian Alonso will appear at Tang soccer events in Dallas, Houston and Los Angeles as “Mensajerito Tang,” or the Tang messenger, a character who explains to mothers why their kids like the Tang beverages. Alonso appeared in the film “The Legend of Zorro” and is currently stars in “Under the Same Moon.”

The new Tang flavors being introduced in the campaign are horchata, jamaica, mango, strawberry, lime, pineapple and a reformulated orange flavor. All seven will be available for tasting at the MLS events by both the players and their accompanying parents, under the campaign slogan, “Los sabores que te llevan a casa. The flavors that take you home.”

“Verano MLS Presentado por Tang enables young Latinos to celebrate their heritage through their passion for soccer, all while experiencing the new Tang flavors,” brand manager Robyn Kestenbaum said in a statement. “Tang is evolving just like Latinos living in the U.S. We understand that the Latina mother is passionate about experiencing new things with her children, yet wants to share her traditions with them whether it’s through soccer or familiar flavors.”

Tang has recently made the horchata, Jamaica, strawberry and orange flavors available in resealable bags that make six quarts of Tang. The new orange flavor also comes in “On the Go” sticks.

The Vidal Partnership designed the MLS promotion.

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