St George (advertisement) which they planned as a 90-second advertisement–the longest Tango advertisement so far–which would not attack Coca-Cola but instead present the drink as very "British" and present another confrontational style of advertising the product. The decision to make the advertisement longer came from both Tango's desire to surprise its customers and because the only soft drink brand that could afford to do such a long commercial was Coca-Cola. Using a majority of the advertisement's budget on the production (rather than airtime) and only airing it 10 times was a risk that Tango believed was worth taking. HHCL hired television actor Ray
Independent soft drink Independent soft drink An independent soft drink is a soft drink generally made by smaller privately run businesses or smaller corporations who use alternative marketing strategies to promote their product. The label was arguably started in the early 1970s in response to Coca-Cola and Pepsi Cola's mass media campaigns for the edge in the beverage market. Several groups decided to protest by making and in some cases publicly distributing their homemade brew. Jones Soda is one of the more commonly known "independent" companies, founded in 1987, as well as Jarritos, a popular "independent" soft drink company based from Guadalajara, Jalisco,