TANG’s #WeAreHomeMade campaign shows how we’re defined by the things we do
TANG, our powdered beverage brand, believes that we’re all defined by the things we do and the moments we share at home. And that’s exactly the essence of our #WeAreHomeMade campaign. Launched in the Philippines in 2016, the campaign focused on a story about a young boy and how his life was impacted by his mother’s love and guidance, those unseen moments at home that truly define a family. The video garnered 20 million views on Facebook and sparked many conversations from moms.
Learning from this engaging campaign, the brand went on to focus on the issue of “problem children”. They showcased the true story of Efren, a “problem child” who kept getting into gang fights. His mom focused on providing him guidance and doing comforting things for him at home, like making him a homemade glass of TANG drink. Years later, Efren turned out to be Efren Peñaflorida, CNN’s Hero of the Year Awardee for 2009, the only Filipino to be given this award!
In addition, TANG also launched the “Homemade Hero Awards”, calling for posts and stories about how a parent made everyday sacrifices to raise their child to become a Homemade Hero.
“We’re excited to share the stories of the many Homemade Heroes in the Philippines who have grown up through the love and support provided by their parents at home,” shares Doroty Arroyo, Category Manager, Powdered Beverages Philippines. “TANG is proud to be part of stories like these, of being one of the ways moms and parents nurture and show care for their children at home.”