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Brand History

Introduction
This is the year we decided to really stir the pitcher.

It's the year we saw an opportunity to take Tang to new places. To give it a voice in the crowded, carbonated landscape. To unite it around the world with a universal rallying cry. To take it off the shadowy shelf and into the light of global culture. All in the hopes of making Tang the go-to drink of choice from Beijing to Buenos Aires.

Welcome to the future of Tang. We've only just begun to stir things up.

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 "TANG GIVES YOU MORE VITAMIN C THAN ORANGE JUICE!"


1957
Tang is introduced in the U.S. as an instant orange-flavored breakfast beverage, packaged in 7-ounce and 14-ounce glass jars.

1959
Tang is introduced in Canada under the brand name Sun Up. Tang first goes into overseas markets under the brand names of Mananita in Venezuela and Taufrisch in West Germany. Tang is later relaunched in Germany as Cefrisch.
1961 "WHAT GOT INTO TANG?"


1960
Tang is introduced under the name Top-C in Great Britain. It is discontinued in 1962.

1962
Tang is introduced with a new natural orange flavor and is launched for the first time in Peru.

1965
Gemini 4 astronauts bring Tang along on their mission. Tang is on board all manned Gemini and Apollo space flights over the next 10 years. Space theme is used in communications.

1967
Tang is introduced in Sweden.

1968
Tang is one of the sponsors of the ABC-TV network coverage of America's first manned flight around the moon, Apollo 8. Grape-flavored Tang is introduced in U.S. test markets. It is available nationally by 1971.
1971 "THIS MORNING HE WILL DRINK TANG."


1972
Two premiums are offered by Tang in connection with the Apollo 16 and 17 space flights: a replica of the lunar roving vehicle and a full-color map of the moon. About 63,000 moon maps are distributed free of charge to schools across the nation.

1975
Tang is available in pitcher-size packets (each packet makes one quart of orange beverage).

1976
Tang is available in France and Puerto Rico.

1977
Tang opens a plant in Mexico City for production.

1978
Tang is launched in Brazil.
1981 "IN A TASTE TEST, CHILDREN PREFERRED TANG TO THE LEADING ORANGE JUICE"


1982
Ready-to-drink Tang available in Canada.

1983
Tang pouches with real fruit juice are introduced in test markets in Dallas Texas. Sugar Free Tang with NutraSweet is test marketed in Phoenix and Milwaukee.

1984
A joint venture of Tang and Maxwell House Coffee allowed production in People's Republic of Chine

1987
Tang is relaunched with 100% natural flavor, no preservatives, five additional vitamins, and a new label design.

1988
Tang pouches with real fruit juice become available nationwide.
1990 - ONWARDS


1990
Tang sponsors the 18th annual Iditarod dog sled race in Alaska.

1991
Tang is launched in Ecuador.

1994
In the U.S. Tang's glass jar is replaced by a plastic canister.

1995
Tang is relaunched in the US with a bold new advertising campaign featuring an orangutan as its spokes character.
2000 "THE EXTREME TASTE OF TANG NOW COMES IN A POUCH"


2001
Research and global brand audit confirms that all consumers relate to Tang similarly (product attributes, emotional values and memories). Agreed to singular platform for global Brand Foundations and Strategy.

2003
Tang launched "A Mother Always Knows", (AMAK) a global campaign in 46 countries.

2004
AMAK evolves into "Imagination".

2007
"Feel the Flavor" campaign launched in Latin America.
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