**  You have until Monday, June 6 to vote on your favorite Concept submission! **

 

Suja is the startup juice brand from San Diego that has turned the premium juice category on its head. Founded as a home-delivery juice business, in less than four years they’ve grown to a nationally distributed brand that offers cold-pressed, organic, non-GMO juice for $3.99. They believe that everyone should have access to clean, nutrient dense juice, and the country is taking notice. Suja is the fastest growing premium juice brand; competitors have popped up regularly, including new similar items from juice giants Naked Juice & Bolthouse Farms.

 

Suja believes healthiness is the root of all happiness. And when life takes you off track, #itsthejuice that’ll bring you back. In a world filled with unrealistic expectations about what it means to be “healthy” Suja acts as your ally and a refreshing voice of reason that restores balance without resorting to extremes or absolutes. No judgments here. Just amazing juice and a more relatable approach towards living your long, beautiful life.

 

In January 2016 Suja launched the #itsthejuice Campaign where they come to the rescue of folks in need of balance restoration, by surprising them with juice when they have been eating like crap for a weekend, or have a head cold, or are traveling and don’t have access to healthy food. 

 

Suja’s been reaching them through: 

• Social Listening – scanning social media to find people who are needing a Suja pick me up, and surprising them by either mailing juice, or having their field team drop it off. To get a better idea, check out the examples below:    
  • https://www.instagram.com/p/BBVIkQ_KiSI/
  • https://www.instagram.com/p/BBLFT5cv7iG/
  • https://www.instagram.com/p/BBaTzCjGCKp/
• Office interventions – taking over office fridges; throwing out the rotten or unhealthy food and stocking with Suja.
• Influencers – sending Suja to influencers across genres and having them post #itsthejuice
• Social media – regramming their fans’ instagrams when Suja has come to their rescue.

 

Working with Tongal, Suja wants your Concepts on what is the best way to bring Suja’s existing #itsthejuice campaign from its current one-to-one interactions to a mass audience, where the brand comes to the rescue of those in need of restoring balance. Think about how the Concept could be activated on a national basis.

 

What you need to know:

• Your Concepts must ladder up to/amplify the #itsthejuice campaign, where Suja restores balance to peoples’ lives by being the most accessible, best quality organic juice
• Concepts must place Suja in a positive environment
• Please avoid negativity. Suja is a positive brand, and does not directly address competitors or specific less-healthy brands.
• Please avoid serious issues such as medical /mental health, etc.
• Concepts must be able to be executed between September 1 and October 31, 2016 and should be executed within a $500,000 budget.

 

 

 

The goal of this project is to source Concepts on what is the best way to bring Suja’s existing #itsthejuice campaign to a mass audience, where the brand comes to the rescue of those in need of restoring balance. The primary campaign objective is to gain new consumers and the secondary objective is to drive more brand awareness. 

 

--Key Marketing Messages:

Campaign Tag:  #itsthejuice

Campaign overview: At Suja, we believe healthiness is the root of all happiness. And when life takes you off track, #itsthejuice that’ll bring you back.

 

--Target Audience: The target audience is consumers who desire to get the most out of life and who are conscious of what they put in their bodies. They want great tasting, naturally nutritious food & drinks from brands they trust, that will sustain their health and provide energy & vitality so they can do what they love. 

 

See below for more details:

Consumption

• 45%/55% male/female split
• Over-index on millennials, specifically 26-35
• Largest markets: Miami, San Diego, LA, Atlanta, Orlando

 

Engagement (Facebook)

• 3%/97% male/female split
• Over-index on millennials, specifically 25-44
• Largest markets: Chicago, LA, San Diego, Houston, NYC, ATL

 

--Executional Mandatories:

• Your Concepts must ladder up to/amplify the #itsthejuice campaign, where Suja restores balance to peoples’ lives by being the most accessible, best quality organic juice
• Concepts must place Suja in a positive environment
• Please avoid negativity. Suja is a positive brand, and does not directly address competitors or specific less-healthy brands.
• Please avoid serious issues such as medical /mental health, etc.
• Concepts must be able to be executed between September 1 and October 31, 2016 and should be executed within a $500,000 budget.

 

 

This project will be worth a total of $3,500 and consists of TWO Phases: a Concept Phase and a Voting Phase. Be sure to read the following information carefully as well as the Official Rules.

 

PHASE 1: CONCEPT - Submit your Concept using 500 characters or less. The winning Concept will receive $1,000. Please see the Objectives and the Official Rules for more information.

 

PHASE 2: VOTING - All winning Concepts will be available for public voting during the Voting Phase. The Concept with the highest number of Votes will earn an additional $500.

 

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. In the event you utilize any third party materials, such as music provided by a third-party music provider not provided by Tongal, 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.

 

3. BY SUBMITTING A WRITTEN 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.

 

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

 

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

 

6. 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.

 

7. Submissions must be in the English language or subtitled.

 

8. Limit 5 submissions per member, per Phase.

 

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

10. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their winning Videos, as well as a photograph/headshot  OR copy of a photo ID for all On-camera Talent releases. You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec to claim your prize.

11. 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.