Nutella & Go! is a portable snack that you can enjoy any time of day.

 

• Check out Nutella's current TV spot

The goal of this project is to create fun taglines and concepts to bring them to life for a multimedia awareness campaign that lets consumers know that Nutella & Go! is the perfect snack for indulging anywhere, at any time. 

Nutella & Go! is a snack that pairs breadsticks or pretzels with Nutella. While traditional Nutella is marketed as a breakfast spread, Nutella & Go! is meant for snacking at any time of day. They travel well, but are also great for portioned snacking on the couch or at your desk; it's an easy way to indulge in your favorite breakfast spread, any time of day.

Nutella has had success with the tagline "Wake Up to Wow," which encourages consumers to associate it with breakfast. But since Nutella & Go! is the perfect anytime snack, the tagline – and the concept behind it – should build off of that. Does "Wow" fit into Nutella and Go! too? You should consider it, and how your tagline will fit into the world of Nutella. Your taglines and concepts will guide everything from Twitter copy to banner ads and broadcast TVCs, so think broadly about how they'll work across different forms of media.

 

EXPOSURE:

• Digital platforms, social media, radio/podcast ads, broadcast
• Twitter copy, banner ads, digital video, social media posts, broadcast TVCs
• Please check out the platform best practices page.

 

TARGET AUDIENCE: Millennials, especially with young children

 

TONE: Playful, joyful, outgoing, open-minded

 

EXECUTIONAL MANDATORIES: 

• Your taglines must capture the snackable nature of Nutella & Go!
• Your concept should give detail on your tagline: how it will work on various platforms and how it will catch consumer attention while conveying what makes Nutella & Go! a unique snack. Explain how your tagline will anchor this multimedia campaign and why consumers will respond to it. How does your tagline make Nutella & Go! stand out in a crowded snack field?
• Your taglines DO NOT need to build around the word "wow." "Wow" is part of the Nutella branding. Nutella & Go! is a different product.

In order to be considered for this project, you must include the below materials in your concept:

• TAGLINE (REQUIRED): Tell us your tagline in 140 characters or less. 
• CONCEPT (REQUIRED): Tell us your concept in 500 characters or less. Your concept should detail how your tagline will work on various platforms and catch consumer attention while conveying what makes Nutella & Go! unique and how your tagline will help capture consumer attention. Remember, a concept is not a detailed script — it is a spark of inspiration or a distillation of what will happen in the video. 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. 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 to enter. The Sponsor reserves the right to repost the contest at their discretion.
   
   
8. Creators of selected submissions must provide the standard Tongal W-9, Winner Affidavit, and IP Assignment.
   
   
9. 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.