CarryOn is part of a new drink category that is relatively wide open when it comes to competition. In fact, key competitors are actually the more conventional relaxation-focused products, like Charlotte’s Web tinctures and gummies, wine, smokable and edible marijuana, or Nyquil, among others. This category is often saturated with competing brands that are overtly feminine, taste odd, and appeal to younger Gen-Z audiences. This results in more of a "party product" brand that's meant to supplement festivities, whereas CarryOn is dedicated to normalizing self-care and wellness for regular, everyday people and finding balanced joy in small, everyday moments. 

Fundamentally, people are looking for new ways to care for themselves, calm down, and relax. Our target consumers feel like this could be a product for someone like them because it is a more familiar and approachable way to consume CBD. They may not have tried CBD before, but due to the ingredient becoming more common in the market and CarryOn's familiar product, they would be willing to give it a try. CarryOn is not meant to be some sort of cure for major mental health issues but rather a simple, refreshing supplement to find balance in daily life and small special moments.

CarryOn has two CBD infused sparkling waters – Relax, a delicious drink infused with real blueberry juice, antioxidant vitamins, L-theanine, and 20mg of CBD; and Recover, another incredible drink infused with real grapefruit juice, nutrient boosters like Choline to help support muscle health, and 10mg of CBD. 

Check out the Assets tab for more inspiration on CarryOn.

Last year was a bit much, but luckily, there's a brand new beverage ready to help you relax, recover, and CarryOn. CarryOn is a new CBD-infused sparkling water that is meant to support wellness and self-care during stressful times. Relax, their hero product, leads the brand with a refreshing seltzer featuring real fruit juice with 20 mg of CBD.  It is a more sophisticated, grown-up beverage for actual adults, not the White Claw / Barstool crowd. Instead of a party drink, CarryOn wants to be the brand that surrounds small, magical moments, and kickstarts positive transformations throughout the journey of life. It isn't about fixing a problem or correcting a habit, but rather, enhancing the little peaceful moments that open up in our busy lives. 

The goal of this project is to source short concepts or scenes that introduce CarryOn to the market and inspire viewers to give CarryOn a try. We want this moment to feel like a sincere invitation or a recommendation from a friend. The brand's positive yet balanced tone must be readily apparent, and viewers should be able to distinguish it from other CBD or seltzer products. CarryOn is one of a kind, but there are plenty of CBD products and alcoholic seltzers that cloud the category, so keep that in mind. Help CarryOn break out and become the leading beverage for relaxing, recovering, and finding your center while out and about.

For additional information on the product, please review the Background section, and for any questions or other project updates, check out the Project Forum.

 

EXPOSURE:

• TV in Denver for now, it could eventually be brought to other markets throughout the US 
• All digital media outlets
• Please review the platform best practices page.

 

TARGET AUDIENCE:

• Men & Women age 25-45
• CBD Users / CDB Curious - These customers are aware of CBD and have a general understanding of its effects. They are most likely to try a CBD product by a recommendation from a close friend or relative. 

 

TONE:

• Sincere, authentic
• Positive, uplifting
• Gender neutral

 

EXECUTIONAL MANDATORIES: 

• Story needs to incorporate some level of transformation that sets up the brand/product as the hero
• If mentioning a specific product, Relax should lead the concept or scenario. 
• CarryOn is NOT a party brand, nor about getting "high." Concepts should NOT focus on escapism. 
• CBD should be treated as an ingredient, and should not supersede the product itself.
• Do NOT literally link CBD to relaxation in any way.
• Consider the tagline: "Relax. Recover. Repeat. CarryOn "

Tell us your Concept in 250 characters or fewer. Remember, a concept is not a detailed script - it is a spark of inspiration or distillation of what will happen in the video, GIF or meme. As always, concepts should be clever and engaging.

1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.
   
   
2. In the event you utilize any third-party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third-party materials and provide such license and consent forms to Tongal.
   
   
3. BY SUBMITTING A VIDEO ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.
   
   
4. You may not contact any employees or members of the Sponsor’s organization, their affiliates, or any of their partners. Failure to comply with this requirement may result in disqualification of your entry in the project.
   
   
5. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
   
   
6. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.
    
7. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.
    
8. Limit 5 submissions per member, per Phase.
    
9. You must be at least thirteen (13) years or older to enter.
   
   
10. The Sponsor reserves the right to repost the contest.
    
    
11. Creators of selected submissions must provide the standard Tongal W-9, Winner Affidavit, and IP Assignment.
    
    
12. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.