Mascara, check. Lip gloss, check. Designer sunglasses, check. People Magazine, check. Every stylish “it” girl knows they are must-haves when packing her everyday bag. But there's something missing… What about those moments when you’re trying to relax in shavasana but your throat is itchy? What about when you’re about to make a champagne toast and can’t get the words out? What about when you’re trying to hold a conversation with a cute guy but your throat won’t let you? Prevent those sore throat moments by adding Luden's Throat Drops to your daily routine.
Luden’s Throat Drops is an everyday throat drop formulated to calm minor, irritated throats. For over 130 years, people have relied on Luden’s for its delicious taste and soothing relief. Unlike cough drops, Luden's is not made to suppress coughs and certainly does not suppress taste. With eight colorful flavors, there's a Luden's for everyone.
Teaming up with Tongal, Luden's is looking for Ideas, Pitches and Videos to spread awareness about the brand to female Millennials and to show-off its colorful personality and great taste! It’s a product that your grandmother loved and one that you’re making cool again. You wouldn't leave home without your favorite bag, so why would you leave home without Luden's Throat Drops?
The primary goal of this project is to produce 15-30 second videos to drive top of mind awareness about Luden’s. The videos should project Luden’s in a fun and contemporary fashion and emphasize its great taste equity. The videos also need to distinguish Luden’s as throat drops, NOT cough drops.
--Brand Personality:
• Trendy and fun (vibrant colors, popular sounds, wonderful taste)
• Reliable (effective, gets the job done)
• Maybe a little nostalgic (when you mention Luden’s people have a certain fondness for the brand)
•Inspiration: Luden’s Jingle Contest - http://ludens.com/contest
--Key Marketing Message:
• Functionally, Luden’s soothes your minor, irritated throats (not a serious medicine, but does something to make things better)
• Luden’s has a great taste equity
• Emotionally, Luden’s is seen almost like comfort food so that if you’re not feeling at your best, it’s a little treat/pick-me-up.
--Target Audience:
• Image-conscious young women
• Very sensory-oriented – sights and sounds, and in Luden’s case, taste
• Influenced by celebrities, trends and brand names
• Influenced by what’s cool and trendy in pop culture.
• Read “People” magazine and carry designer bags
• Demographically, they are younger, 18-25
--Executional Mandatories:
• Needs to utilize the new Luden’s packaging logo (will be provided in Assets tab). The new packaging will be in market in the fall.
• Product needs to be integrated into the story line in an ownable fashion (i.e. if you can remove the Luden’s and the story makes sense, then its not integrated; if you can replace Luden’s with a competitive product and the story makes sense, then its not ownable)
• Videos can’t reference sore throats as part of a cough/cold. You can talk about sore throats, just not in association with a disease state like a cold.
--Tone: Fun, energetic
--Exposure: Luden’s website and all other branded social media channels (Facebook, YouTube)
This project will be worth a total of $50,000 and consist 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 Luden’s Throat Drops 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 TWO winning Idea creators will each receive $500 and a 5% one-time residual payment for the Video their Idea is used to generate. (That means if your winning Idea is the basis for the 1st place Video, you will receive $1,000, 2nd place Video, you will receive $750, 3rd place Video, you will receive $350, 4th place Video, you will receive $250) – see Video Phase Payout details below.
PHASE 2: PITCH – Using text (500 characters or less), images (storyboards), video, and external links (to other supporting assets, i.e., your reel, etc.), give us your Pitch (What Is a Pitch Phase?) for how YOU would go about producing a 15 – 30 second video based on the winning Idea. The TWO most compelling Pitches will be selected and will each receive $1,000 to help create the Video. The winner (upon submitting their Winner's Affidavit and IP Assignment) will also be GUARANTEED a winning place in the subsequent Video Phase. So, if your Pitch is selected and you submit a video during the Video Phase, you will win an additional $5,000, at a minimum, and have a chance to compete for the $20,000 first place Video prize (subject to deduction for one-time 5% residual payment). Remember your Pitch can include any, and all, of the assets mentioned above and you MUST include a link to some of your previous video work on Tongal or elsewhere to be considered for this phase. For an example of an effective pitch, check out Erik Beck’s winning “3 Artists & 5,000 LEGOs”. All Pitches will remain private until after the winners of the Video Phase are announced and the Project is complete. Keep in mind, if you don’t win the Pitch Phase or choose not to create a Pitch, you will still have the opportunity to create and submit a “Wild Card” Video.
PHASE 3: VIDEO – The winner from the Pitch Phase will create a 15 – 30 second video based upon his/her winning Pitch, and all other creators are invited to enter a “Wild Card” (What Is a Wildcard?) submission that is not based on any winning material from the previous phases. The Judges will score all Wild Card Videos and the highest scoring Wild Card Video and the Video submitted by the Pitch winner will be scored to determine the standings for the Video Phase. Remember, both the Pitch winner, along with the non-Pitch Video creator, will receive prizes.
--Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1st place $20,000, 2nd place $15,000, 3rd place $7,000, 4th place $5,000 (less any 5% one-time residual payments paid to Idea winners, as applicable).
--Music: Killer Tracks is a leading provider of production music for use in film, television, advertising and interactive media. Killer Tracks’ music will be available to registered Tongal members at no charge solely for their incorporation into official Submissions to this Project. No other use is permitted. You may only use up to THREE Killer Tracks maximum as part of your video Submission.
To use the Killer Tracks site, click HERE (killertracks.com) or on the "Killer Tracks" button on the right hand side of this page. On their homepage, click the red login tab in the upper right-hand corner and enter the following credentials:
Username: TongalMusicKT@tongal.com
Password: duchess
Click login. We encourage you to use the “Themed Playlist” tab for exploring the catalog as it provides pre-curated song choices based on several popular themes. Alternately, use the "Search" tab to enter your own criteria. To watch a quick tutorial video on how to use the website, click HERE: (http://killertracks.com/tutorial/).
Once you’ve identified the song(s) you want to use, click the down arrow under the Actions column to the right of the song title/description. This will open a Download Manager window, allowing you to save the file to the location of your choice. Keep track of the CD#, Track #, Track Title and Composer(s) of the songs you end up using in the video, as you will need to provide that info once you turn in the final edit. Getting the right track can really help sell your video, so make it killer!
1. The Video MUST not exceed 30 seconds in length. Preferred format 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.
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. In the event you utilize any third party materials, such as music provided by a third-party music provider, 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.
4. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Luden’s Throat Drops.
5. Submissions must not portray Luden’s Throat Drops in a negative way, the determination of which will solely reside with Luden’s Throat Drops.
6. You will be judged on how well you satisfy the factors contained in the Project Objectives pages, in the judges' sole discretion.
7. Videos must be in the English language.
8. Limit 5 submission(s) per member, per phase.
9. You must be at least thirteen (13) years or older to enter.
10. Minimum 50 Pitches, or the contest may repost for fourteen (14) days at the sponsor's discretion.
11. Sponsor will be entitled to one reasonable round of revisions on the finished video without providing additional compensation. Remember it's easier to re-edit than re-shoot so try to get as much coverage as possible.
12. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning video creators MUST also provide Talent, Location, and Music Releases for all assets appearing in the video as well as the project files, editing sequence and an uncompressed quicktime .mov file in either Animation or ProRes 422 codecs at either 1920x1080 or 1280x720 to claim their prize.
13. BY SUBMITTING A VIDEO ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES SOLELY THE PROPERTY OF TONGAL – 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 WEB SITE 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.
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.
15. 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.