Weighing the pros and cons of every little thing at the grocery store is exhausting, isn’t it? Sure some products try to give you the best of both worlds, but at a certain point, is the juice really worth the squeeze? 

Enter Crystal Light,  a low-calorie powdered beverage enhancer that comes in a variety of bold flavors and makes drinking water more enjoyable.  With both individual and multi-serve packets, you can grab one to enjoy a flavorful drink on-the-go, or mix up a pitcher for everyone to enjoy.  If you want more from your drink, you can also try Crystal Light with Caffeine for an extra kick of energy or Crystal Light Pure for a drink without artificial flavors, sweeteners or preservatives. Either way, Crystal Light has your drink needs covered!

Crystal Light focuses on positivity and a well-rounded lifestyle, and speaks to those who want to be healthy without having to make sacrifices to do so.  Crystal Light is not a weight loss product, but rather a product that helps you feel better about yourself by giving you room in your diet for YOUR choices. See this spirit of balance show here in one of Crystal Light’s most recent advertisements.

 

Now, Crystal Light is ready to continue to spread the word on their flavorful products, but Tongal, they need your help to do it. We need you to share your idea for a suite of four 15 second social videos based off of Crystal Light’s “So much flavor, so little guilt” tagline. Don’t rush off just yet though, because Crystal Light wants two of those videos to be based on the following usage occasions:

 

New Year’s Resolutions—New Year’s resolutions are hard to keep. Whether it’s working out more, getting more sleep, or learning a new skill, the underlying driver of most resolutions is to feel better about yourself. Crystal Light is a flavorful beverage you can feel good about drinking, and reach the ultimate resolution of feeling better about yourself. 

We want to focus on the act of making/keeping resolutions and how Crystal Light can be the resolution you keep year-round.  This would be live on social media for the first 3 weeks of the year.

Start of Summer—At the beginning of the summer season, people often feel as though they aren’t quite their best selves – Crystal Light is here to help you feel better about yourself. As a guilt-free choice, it’s also the perfect flavorful beverage to keep you hydrated and drinking more water all summer long!

We don’t want to focus on the body image aspect of start of summer, because that positions Crystal Light as a diet drink (which it’s not). We want to show Crystal Light as a beverage you feel good about choosing.  

Also, we want to be sure to highlight the following features from Crystal Light’s product line:

On-the-go—You lead an active life, and you need to stay hydrated when you’re on the move.  Plain water is boring, so you mix it up with Crystal Light—with 90% fewer calories than leading beverages, you can liven up your water with bold flavors and no guilt.  

Caffeine— Sometimes you need an extra kick to keep you going.  Crystal Light with Caffeine is a beverage with benefits that gives you the boost you need and the great taste you love in an individual stick you can take anywhere. 

These features don't have to be the focus of your concept, but we definitely want to highlight them.

The rest is up to you! Keep in mind a little guidance on the above two executions: Alcohol is a completely open scenario for either of the above situations, but can only be combined with traditional Crystal Light. While Alcohol is a possibility for these concepts, it is not a focal point for the brand. Also, Crystal Light with Caffeine cannot be shown with alcohol.

So let’s get to it Tongal! Crystal Light has been making customers happy for years, and while they are sincerely proud of that achievement, don’t be afraid to have a little fun with your ideas too.

The goal of this project is to create a “big idea” for a Crystal Light’s campaign based around their “So much flavor, so little guilt” tagline to attract customers to the product. The concept should be for a suite of 4, 15 second social videos with “New Year’s Resolutions” and “Start of Summer” being 2 of the 4 usage occasions. Along with this, please submit your own occasions to illustrate your big idea. Additionally, the concept should be sure to feature Crystal light’s “On-the-go” and “Caffeine” products.

 

--Tone: light-hearted, cheeky.  Humor is great but please no slapstick/crude jokes.

--Target Audience: Crystal Light’s core consumer is a woman age 35-64.  This woman is calorie-conscious, meaning she wants to feel good about her body and the decisions she is making.  She feels like she should slim down and exercise more, but she doesn’t want to make major sacrifices; she is focused on enjoying her life and isn’t going to join CrossFit or give up her favorite foods to feel healthy.  She doesn’t care about artificial sweeteners or ingredients, and she doesn’t want to give up flavor. She likes Crystal Light because it has great taste but is low-calorie, so she can enjoy a glass without feeling guilty. 

--Most Important Message: So much flavor, so little guilt.

--Executional Mandatories: 

• Female-focused.  Feature women approximately age 35.
• Powder being poured into water, as well as the finished drink 
• Ideally show women drinking it
• Want to show on-the-go, multi-serve, caffeine, and liquid concentrate at the end (i.e. product portfolio).
• Must include the “New Year’s Resolution” & “Start of Summer” usage occasion.

--Exposure: Facebook and Instagram

PHASE 1: IDEA – Tell us your Idea for Crystal Light’s “So much flavor, so little guilt” Social Video Suite in 500 characters or less.  Remember, an Idea is not a detailed script; it is a spark of inspiration or a distillation of what will happen in the Video.  As always, Ideas should be clever and engaging.  The winning Idea creators will receive $250 each.

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. BY SUBMITTING AN 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.

3. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

4. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

5. 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.

6. Limit 5 submissions per member.

7. You must be at least thirteen (13) years or old. (age can vary by client e.g. alcohol brands are 21 years of age to enter.)

8. The Sponsor reserves the right to repost the contest at their discretion.

9. Winners must submit the standard Tongal W-9, Winner Affidavit, and IP Assignment.

01. 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.