For moms with young kids who are falling behind the curve in height and weight, PediaSure is a faithful ally and a go-to solution for helping kids grow. Designed specifically for the needs of children behind the growth curve, PediaSure is the #1 pediatrician recommended brand, and when used as a complement to a healthy diet, it has been clinically-proven to help kids grow. In fact, when mom adds two bottles of PediaSure per day to her child’s diet, those results showed:

• Weight gain in as little as 8 weeks
• Growth in as little as 24 weeks (weight and height)

These are key facts, but on their own, they don’t tell the whole story, and there’s an emotional element that’s important for you to understand. See, there are a few things that might make normal growth a challenge: sometimes kids are behind-the-curve because they’re picky eaters and they’re not getting the nutrition they need; sometimes they’re born pre-mature; and other times it’s illness that’s become a factor. Whatever the case may be though, when her child isn’t achieving healthy growth, Mom feels the pressure. The world around her looks at children as little growing machines, so everyone has expectations, and Mom knows it. She feels pressure from her family, she feels pressure from her friends – and most of all – she feels pressure from herself.

She feels like she might be failing her child; not doing enough, or not doing the right thing. She’s already tried numerous ways just to get her child to eat more, but it’s been a struggle. She isn’t seeing progress, and she’s not sure what else to do. Still, failure is not an option and Mom will not give up until her child has achieved healthy growth.

This brings us to our challenge, Tongal. Mom sees PediaSure as something like a crutch or a backup plan for getting her child the nutrition they need when she can’t get them to eat table food, and that makes it difficult for her to appreciate the unique value that PediaSure can deliver: GROWTH. So, we need to create something that moms can believe in and relate to – something that rings true for them, and resonates emotionally...

The goal of this project is to develop an emotionally resonant and powerful Concept that will help clearly establish PediaSure as the go-to solution for moms looking to help their child grow when their child is behind-the-curve in growth.

Your Concept should work as the foundation of the brand’s marketing and articulate the inspirational anchor of the brand, but it is NOT intended to be a description of a single spot or video. Rather, your Concept should be able to drive several spots, for broadcast and digital, and function as a vehicle by which the brand delivers its message across all consumer touch-points.

Your Concept Submissions will have three distinct parts. The first part is the Concept itself, which will comprise two of the three parts: a simple Concept Name and Concept Description.  The third part is a Tagline that carries your concept forward. While your Concept will be used by the brand to help develop the campaign content, your Tagline is something that could actually be consumer-facing.

The first thing your Concept has to do is help these moms recognize that this message is about them, about their child, and about their struggle together. Then, with an empowering and reassuring tone, help them learn about the specific information we’ve shared above, and show them how they and their child can find success with PediaSure. Importanty, your Concept must establish as strong a connection as possible between “PEDIASURE” and “GROWTH.” 

PediaSure’s previous broadcast TV spot was developed here on Tongal, and it’s led to a very successful campaign for PediaSure, but the brand’s hope is that a brand new Concept will help push them even further on these specific measures:

• Stronger recall and association of PediaSure with Growth
• Purchase intent among target audience
• Getting more parents with children behind-the-curve to try Pediasure
• Encouraging moms to adopt the “two a day” usage standard  

 

We suggest that you watch the current spot via the link above – then consider the ways your Concept might work to out-perform this one. Keep in mind, it does not need to be an extension of this spot, and unless you’ve got a brilliant take, you should probably not submit something that continues any kind of superhero theme.  

 

Creatively, you can use the above spot as an example of how to think about your own Concept. Consider for example, if you were to describe the existing campaign, you’d talk about kids who are behind the growth-curve having the same kinds of play-time fantasies that big kids do: wanting to be their own superheroes and fantasizing about being larger than life, and you might then describe how moms help their kids with those kinds of fantasies and play.  

 

--Creative Considerations & Mandatories: 

• Growth MUST come through as the #1 communication priority. 
• You MUST set up the problem and the context for PediaSure (e.g. Mom might realize her child is behind in growth by comparing them to other kids) but primarily focus on the solution and positive outcome for the child. It’s also important that PediaSure is NOT depicted as coming to the rescue; it should be Mom who finds the solution. PediaSure is mom’s ally, there for her when she needs it.
• Focus ONLY on kids in the 2-6 year old age bracket.
• Your concept should reflect a mom’s determination to get her child back on track, BUT it should be clear that the child and the child’s health is the ultimate consideration.
• Consider recognizing that PediaSure is the “#1 Pediatrician recommended brand.”
• For Taglines, give us a way of expressing your Concept that’s catchy, memorable, and poignant.  It doesn’t necessarily need to be a tagline that reflects all of PediaSure’s key messages.  Instead, what it should do is carry the emotional power of your idea in a very concise expression. Again, for the above spot, we think something like: “Every Kid Deserves A Chance To Be His Own Superhero” would be great.  

--Target Audience:

• Moms; general market and Hispanic, with kids 2-6 years old. These are mothers who believe their child is falling behind in height and/or weight. Typically, these moms are frustrated over the situation, and usually try several solutions. While they know that as a mom they can’t do everything for their kids, they tend to see their child’s growth and development as their most important responsibility. That’s why these moms often become absolutely determined to find the most effective way to get their little one back on track.

--Tone:  

• Must be positive and empowering to the Mom, and should come from the Mom’s voice.
• Empowering, Supportive, Empathetic, Reassuring, Informative

This Project will be worth a total of $3,000 and consists of an Concept Phase. Be sure to read the following information carefully as well as the Official Rules.

 

PHASE 1: CONCEPT – Tell us your Concept for an emotionally resonant and powerful campaign that will help establish PediaSure as the go-to solution for moms looking to help their child grow in 500 characters or less. Remember, a Concept is not a detailed script, and it is not intended to be a description of a single spot or video. Rather your Concept that might work as the framework for a campaign, and launch several spots and other creative content. As always, Concepts should be clever and engaging. The winning Concept creators will receive $1,000 each.

1. 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.

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

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

4. 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.

5. Concepts must be in the English language.

6. Limit 5 submissions per member, per Phase.

7. You must be at least thirteen (13) years or older to enter.

8. In the event that fewer than 100 Concepts are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.

9. Winners MUST provide the standard Tongal W-9, Winner Affidavit, and IP Assignment.

10. 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.