Redesigned Packaging for Tang Boosts Product Popularity
The story: Tang, the fruit-flavored mix containing minerals and vitamins, is one of Kraft Foods’ top powdered drink brands. The product is available in a wide variety of flavors and is obtainable in more than 30 countries. Famous for its trips to space beginning in the 1960s, the beverage has since graced the breakfast tables — and beyond — of many homes.
The challenge: Though popular with previous generations, Tang was losing relevance with contemporary consumers.