Freekee Soda / Tango Strange Soda

Forgotten Food & Drinks · 2003–2004

Published

Britvic launched Freekee Soda in February 2003 after three years of development. Aimed principally at children and young teenagers, it mixed carbonated water, skimmed milk and fruit juice, promising a smooth but fizzy texture in Strange Strawberry and Odd Orange variants. Britvic moved the product under the established Tango brand as Tango Strange Soda in September 2003, following a reported naming conflict. The repositioning did not rescue it: Britvic discontinued the drink in January 2004 after reporting that the proposition had proved too challenging for consumers.

Why It Mattered

Its brief life captures the commercial risk of asking shoppers to understand a drink that sat between fizzy pop, fruit drinks and milkshakes. The rapid renaming and withdrawal also show how difficult a novel texture and category can be to communicate, even with substantial launch backing and an established brand.

Launch, Rebrand and Withdrawal

- Introduced as Freekee Soda in February 2003, it became Tango Strange Soda in September 2003. - During the repositioning, the promoted single-bottle price fell from 62p to 49p. - Britvic announced its discontinuation on 22 January 2004 and reported retail sales of £3.4 million.

Formula, Flavours and Packaging

- The recipe combined carbonated water, skimmed milk and fruit juice in Strange Strawberry and Odd Orange variants. - Reports identify coloured PET bottles but conflict between capacities of 300 ml and 330 ml. - Britvic reported total backing of £7.75 million, including £1.5 million for manufacturing equipment and £6.25 million for launch activity.

The Taste Buds Advert

- The surviving 2003 Taste Buds commercial showed miniature versions of a teenage drinker jolted into trembling action after a sip. - Clemmow Hornby Inge created the campaign, with Ulf Johansson directing through Smith and Jones and MPC handling post-production. - Its surreal effect combined practical live action with compositing. **▶️ Watch Related Video**

Associated With

Britvic Soft Drinks - developer and manufacturer

Defining Feature

A carbonated blend of skimmed milk and fruit juice marketed as smooth but fizzy

Status

Discontinued - withdrawn in January 2004

Primary Records

- **Tango Strange Soda — Pronounciaction TV Ad** - **Tango Strange Soda — Final A, Taste Buds — 2003** - **AG BARR/Britvic merger inquiry: final report appendices and glossary**

Image Sources

- **Image 1** - **Image 2** - **Image 3** - **Image 4** - **Image 5**

Rights Notice

Images are included for historical and archival reference. Rights holders may contact Forgotten Archive through the publishing account to request a credit correction or removal.

Gallery

A hand holds a small red Tango drink bottle in front of a person wearing a dark jacket and a badge reading "TANGO." The bottle label shows the Tango name, a strawberry illustration and a cartoon face.
Source
Credit

Tango / Britvic Strange Soda advertising film; still from the supplied Pronunciation advert

Licence

Historical Ephemera

Displayed for commentary and research. Fair dealing under the UK CDPA 1988 applies only where its conditions are met. No permission for reuse is granted.

Caption

Strange Soda's small red bottle introduced another novelty to Tango's range, supported by advertising that treated the drink's name as part of the joke.

Low-resolution frame of a smiling man in a dark suit outside glass doors, raising one hand beside his face; a microphone and a pale foreground object appear at lower right.
Source
Credit

Tango / Britvic Strange Soda advertising film; still from the supplied Pronunciation advert

Licence

Historical Ephemera

Displayed for commentary and research. Fair dealing under the UK CDPA 1988 applies only where its conditions are met. No permission for reuse is granted.

Caption

A mock interview in the Strange Soda campaign continued Tango's habit of presenting exaggerated behaviour as an everyday encounter.

Low-resolution video frame showing a bald man in a dark shirt beside a man in a pale blue shirt who is holding both hands near his neck; a large video camera and several people appear behind them.
Source
Credit

Tango / Britvic Strange Soda advertising film; still from the supplied Pronunciation advert

Licence

Historical Ephemera

Displayed for commentary and research. Fair dealing under the UK CDPA 1988 applies only where its conditions are met. No permission for reuse is granted.

Caption

The apparent filming setup became part of the Strange Soda joke, giving the promotion the look of an improvised demonstration.

Close-up of Freekee Soda packaging featuring a smiling strawberry character with a green leaf cap and pink tongue.
Source
Credit

Ned says thank you - WordPress.com

Licence

Historical Ephemera

Displayed for commentary and research. Fair dealing under the UK CDPA 1988 applies only where its conditions are met. No permission for reuse is granted.

Caption

Freekee Soda’s strawberry character makes the flavour part of the brand’s cartoon identity.

Promotional graphic with pink handwritten-style text reading “You know when you’ve been Tango’d,” beside a red Tango Strange Soda bottle; a website address appears along the bottom.
Source
Credit

Tango / Britvic Strange Soda advertising film; still from the supplied Trainers advert

Licence

Historical Ephemera

Displayed for commentary and research. Fair dealing under the UK CDPA 1988 applies only where its conditions are met. No permission for reuse is granted.

Caption

The familiar You've Been Tango'd line carried over to Strange Soda, linking the new bottle to the brand's established advertising catchphrase.