Lay’s® Kettle Cooked chips are a whole new twist on that classic Lay’s® flavor that we all know and love. Lay’s® poured 75 years’ worth of expertise into crafting a whole new chip-eating experience. It starts with quality ingredients, mouthwatering flavor profiles, and an extra satisfying crunch. This isn’t the bag of chips you remember from your lunch box. It’s a grown-up chip worthy of your grown-up taste.
Lay’s® loved what the Tongal community came up with in the Positioning Project, and now it’s time to turn those winning themes into a 25-second commercial for their Kettle Cooked chips. Please check out the Objectives section for all the details.
The goal of this project is to create a 25-second commercial to convince Lay’s® target audience (see below) to try this delicious snack by showcasing what makes Lay’s® Kettle Cooked chips unique versus the competition and a distinctly indulgent experience.
There are three positioning territories Lay’s® Kettle Cooked brand is interested in exploring. Each is independent of the other. You can pick any ONE of the territories to build your ideas. When submitting please be sure to select the appropriate territory from the drop down menu. The tonality and delivery MUST be ownable, believable and compelling (optimistic and fun!):
--Key Marketing Message Territories:
• “Rediscover Lay’s”: Even lifelong chip lovers discover that Lay’s® can be a new experience. Made with quality ingredients by award winning chefs, culinary teams and cooked in small batches to deliver a deliciously crunchy chip, Lay’s® Kettle Cooked is the only Kettle Chip brand that can make even lifelong chip lovers discover that Lay's® can be a new experience.
• “Lay’s Grown Up”: Like people become mature and unique through their life experiences Lay’s® Kettle Cooked is the only Kettle Cooked brand that has the experience leveraging Lay’s® unique 75 year history of making potato chips. A grown up chip from the brand you know and love.
•“Everyday Special”: We create the chip, you create the occasion! Lay’s® Kettle Cooked Chips leverage Lay’s® 75 years of chip making expertise to create a unique, delicious, one of a kind crunchy chip. It’s the only Kettle cooked chip that can make your everyday special!
--Reasons to Believe:
• Lay’s® has been making potato chips for more than 75 years. Today, they are America’s most loved potato chip. No one knows potato chips like Lay’s®.
• Every chip is a unique shape and delivers a hard bite crunch like no other Kettle cooked potato chip.
•Lay’s® has award winning chefs and culinary teams that design flavors for Lay’s® Kettle Cooked chips in our exclusive test kitchens with our key consumers in mind.
• Lay’s® perfected signature potatoes on the exclusive Lay’s® test farm in Wisconsin.
• Lay’s® uses quality ingredients to make their uniquely fresh tasting flavors.
• Also, check out this link to see what makes a potato chip a Lay’s® Kettle Cooked potato chip.
--Target Audience: The Midlifer couple. They are 40-50 years old and may or may not have kids at home. Midlifers are finding they have more time to rediscover themselves as individuals, and as a couple. They have a live-for-today mindset, they opt-in to pleasure and agree that life is worth living. They are redefining how to get MORE out of life. Midlifers love playful fun and are rediscovering life – they are adventurous, dynamic and inquisitive.
--Executional Mandatories:
Must Show
• Lay’s® Kettle Cooked Logo
• Lay’s® Kettle Cooked Bag
• Lay’s® Kettle Cooked Chips
• A Midlifer couple eating and enjoying the snack
Must NOT Show
• No content or messaging in the ads directed primarily to children
• No messaging encouraging over-consumption of our products
• Avoid any content or messaging in the ads about calories, fat or other nutrients
• No references to competitive food products or competitive food or beverage companies
• Avoid any other specific health claims
--Tone:
• Indulgent
• Playful
• Optimistic
• Grown-Up
--Exposure: Digital and potentially broadcast
--Brand Characteristics:
• Product – Extra crunchy, satiating, fully flavored
• Brand Moment – Shared, anticipated, everyday
• Brand Personality – Playful, light-hearted
• Brand Voice – Adventurous (but not too much), optimistic
This Project will be worth a total of $38,500 and consists of three Phases: an Idea Phase, a Pitch Phase and a Video Phase. Be sure to read the following information carefully as well as the Official Rules.
PHASE 1: IDEA – Tell us your Idea for a 25 second Lay’s® Kettle Cooked video in 140 characters or less. Remember, an Idea (What is an Idea Phase?) 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 and a 5% one-time residual payment for any winning Videos based on their Idea. (That means if your winning Idea is the basis for the 1st place Video, you will receive $850, the 2nd place Video $425, and the 3rd place Video $312.50) – see Video Phase Payout details for more information.
PHASE 2: PITCH - Submit your Pitch (What Is a Pitch Phase?) convincing the Sponsor why you should be selected to execute a Video based on one of the winning Ideas from the previous Phase using:
• Text (REQUIRED): 500 characters or less summarizing how you plan to approach and execute this Video.
• Links (REQUIRED): To your previous video work, showreel, etc.
• Images (Optional): Additional concept art, storyboards, scripts, casting notes, anything that helps get your point across.?
• Video (Optional): This is your opportunity to show us what you're capable of. Consider submitting a Pitch video in which you tell the Sponsor what they can expect should they choose your Pitch. Also, test videos, animatics, etc. are welcome.
The three most compelling Pitches will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will each receive $2,000 to help create the Video. Additionally, upon submitting a Video that satisfies the criteria laid out in your winning Pitch, the Pitch winners will also be GUARANTEED a winning place in the subsequent Video Phase. So, if your Pitch is selected and you execute your Pitch effectively in your Video submission, you will win an additional 3rd place $6,250, at a minimum, and have a chance to compete for the $17,000 First Place video prize (subject to deduction for one-time 5% residual payment to eligible Idea winners). For an example of an effective Pitch, check out Erik Beck’s winning “3 Artists & 5,000 LEGOs” Pitch video. All Pitches will remain private until after the winner of the Video Phase is announced and the Project is complete.
Pitch winners will be required to complete a mood board and script in a format specified by Frito Lay. Pitch winners will have from February 25th to March 3rd to complete this Pitch document. Following the completion of this document, Frito-Lay will evaluate and provide notes on March 24th, prior to going into the Production phase. Please adjust your production schedule accordingly.
PHASE 3: VIDEO – The three Pitch winners from the Pitch Phase will each create 25-second video based upon their winning Pitch. The Judges will score the three winning Videos submitted by Pitch winners to determine the standings for the Video Phase. Remember, the three Pitch winners will receive prizes.
Following the announcement of the Video winners on May 19th, Frito-Lay reserves the option to request additional edits for which the creators will be compensated.
--Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1st place $17,000; 2nd Place $8,500; 3rd Place $6,250 (less any 5% one-time residual payments paid to the Idea winners, as applicable).
--Music: Tongal has partnered with three premiere music providers: Audiosocket, Killer Tracks and Music Dealers. Any of which can be used to source music for your Video submission to this Project. You may use up to THREE total tracks per Video submission, and they can come from any of the three providers listed above. Music from these providers is available to registered Tongal members at no charge solely for their incorporation into Submissions to this Project and will not require a separate Music Release Form. To learn more about using each of these music providers, click on any of the provider’s names above.
All music used for this project must come from one of these three music providers: Audiosocket, Killer Tracks and Music Dealers. No original music will be accepted for this project.
--Referral: Any Tongal member who refers one of the winning Video creators in this Project using the Tongal “Invite Friends” functionality will receive a referral fee equal to 5% of the amount won, capped at $500 per place. That’s bonus cash just for telling all of your talented friends about this Project! Check out more about our Referral Program in FAQ.
1. The Video MUST not exceed 25 seconds in length. Preferred format for upload to the Tongal website is HD 720p 16x9. Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX. Should you win, you will also be required to provide a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec.
2. 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.
3. You may not include any 3rd party materials in your Entry other than music from one of the three designated music providers: Audiosocket, Killer Tracks and Music Dealers. No original music will be accepted for this project.
4. 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.
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. Videos must be in the English language or subtitled.
8. Limit 5 submissions per member, per Phase.
9. You must be at least eighteen (18) years or older to enter.
10. In the event that fewer than 50 Pitches are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.
11. In addition to the judging criteria stated in the OFFICIAL RULES, Pitches will also be evaluated on that member's ability to execute the final Video based on their prior work and experience as a filmmaker.
12. The Sponsor will be entitled to reasonable revisions on the finished Videos without providing additional compensation. Remember it's easier to re-edit than re-shoot so try to get as much coverage as possible.
13. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning Video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their winning Videos, as well as a copy of a photo ID for all On-camera Talent releases. You must also provide all project files, editing sequences and a QuickTime .mov file in uncompressed, Animation or ProRes HQ codec at 1920x1080 to claim your prize.
14. 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.