CASE STUDY: UTRANAZZ BUILDS BESPOKE CONCRETE MIXER FOR TANGO “BIG DRENCH” CAMPAIGN

CASE STUDY: UTRANAZZ BUILDS BESPOKE CONCRETE MIXER FOR TANGO “BIG DRENCH” CAMPAIGN

2003

Case Study: Utranazz Builds Bespoke Concrete Mixer for Tango “Big Drench” Campaign

Overview

Utranazz, Concrete Equiment Specialists, was commissioned by Britvic’s marketing team to design and manufacture a bespoke concrete mixer as part of the launch of Apple Tango.

The project formed a central feature of Tango’s nationwide “Big Drench” campaign, a high-profile, participation-led marketing initiative designed to refresh the brand, increase distribution, and reinforce Tango’s trademark humour. The mixer would tour the country as part of a roadshow, soaking members of the public using a highly visual and unconventional piece of equipment.

Client Challenge

Britvic required a concrete mixer that would function not as construction equipment, but as a brand activation vehicle. The mixer needed to:

• Feature a fully transparent drum for maximum visual impact
• Operate without internal blades or mixing equipment
• Safely contain a green liquid representing Apple Tango
• Be robust and reliable enough to tour nationwide
• Meet safety and transport requirements while remaining visually striking

No standard concrete mixer could meet these requirements, making a fully bespoke solution essential.

Utranazz’s Bespoke Solution: Custom Transparent Drum Concrete Mixer

Utranazz worked closely with Tango’s marketing team to engineer a one-off custom-built concrete mixer, purpose-designed for the campaign.

The project required adapting traditional concrete mixer engineering to meet creative, visual, and safety demands—while maintaining the structural integrity and mobility of the machine.

Key Engineering Innovations

Custom Transparent Drum
Utranazz manufactured a fully transparent drum, allowing the bright green liquid to be clearly visible at all times, creating a powerful visual association with Apple Tango.

Removal of Mixing Equipment
All internal blades and mixing components were removed to suit the non-industrial use of the drum, while ensuring smooth rotation and safe operation.

Roadshow-Ready Design
The mixer was engineered to be mobile, durable, and suitable for continuous use throughout a nationwide promotional tour.

Brand Integration
The finished mixer was fully branded and became the centrepiece of the Big Drench roadshow, reinforcing Tango’s bold and irreverent image.

Role in the “Big Drench” Campaign

The bespoke mixer starred in The Big Drench roadshow, touring the UK alongside the Tango team.

Its role included:

• Acting as a highly visible promotional icon
• Supporting live public engagement events where passers-by and celebrities were drenched using water guns
• Featuring alongside an “Apple Roulette” machine to drive participation
• Supporting PR activity through local radio, tabloid media, and live appearances

The roadshow ran in parallel with a major advertising campaign, including the Cannes Gold-winning TV advert “Postman”, followed by “Velcro” in 2004—both reinforcing the drenching theme through Tango’s distinctive humour.

Project Impact

Utranazz’s bespoke engineering solution:

• Helped deliver one of Tango’s most memorable and talked-about campaigns
• Demonstrated how industrial equipment can be repurposed for creative marketing applications
• Supported a fully integrated national campaign combining TV, PR, and experiential marketing
• Showcased Utranazz’s ability to deliver non-standard, highly specialised builds beyond traditional construction environments

Conclusion

The Big Drench campaign stands as a unique example of Utranazz’s engineering flexibility and problem-solving capability. By transforming a concrete mixer into a travelling marketing spectacle, Utranazz played a key role in bringing the Apple Tango launch directly to the public—proving that bespoke concrete equipment can make an impact far beyond the construction site.