Tang – The Happy Table.

Family fun from an iconic brand.


It is more important than ever to spend time together as a family. However, the modern, overscheduled, media-saturated lifestyle of today’s family has made time together more scarce. This means that family time together often is spent in transit or in non-fun contexts. There is a family play deficit.



Tang is a brand that is about healthy refreshment and fun, two things that all families could use more of. Creata looked for the intersections of the Tang brand and the need-state of modern families.



The Happy Table is a way to make conversation and games at the table a dynamic part of family meal time, bringing moments of play to your productive time together.



Tang’s sales during the Happy Table promotion exceeded forecasts by 95%, growing the brand’s profit margin by 45%.