Sometimes there are brands and products that stand the test of time despite little to no advertising. These brands persevere because of dedicated customers who continue to buy it for one simple reason: it works. This is Tonigencyl -- the brand that marketing forgot but some consumers still love.
Tonigencyl made some iconic 80’s and 90’s advertising that many French people remember and was at the time an occasional source of parody. For many the mention of Tonigencyl could elicit the response, “Wow I didn’t know they still made that?” And those who use it would respond with the well known advertising pay off “They sure do - and my gums are strong like concrete!”
Tonigencyl is that cult classic toothpaste, a bit forgotten now but so unique and kind of charming in its old fashioned way, that it's coming back in a refreshed and iconic manner would make consumers smile and bring a more emotional dimension into the functional, technologic, complex – and let’s be honest, sometimes boring - toothpaste universe. To do this they are turning to the Tongal community for social video concepts that clearly communicate Tonigencyl’s unchanged simplicity over the years is back as your daily partner to build oral health day after day focusing on maintaining healthy gums which means strong teeth in the long run.
It’s okay to tap into Tonigencyl’s past – mainly to illustrate that this is a brand that has stuck around and does not let you down - but ultimately they want Concepts that are forward looking and make people understand that this is more than a toothpaste – it is a day after day partner, a simple yet essential caring routine for your mouth, because healthy gums are the base of strong teeth.
Before you jump-in Tonigencyl has provided 3 territories to help you get started. Please read the Objectives section for all the important details.
The goal of this project is to create social video Concepts for Tonigencyl a small French toothpaste, unchanged and without support for many years, focused on maintaining healthy gums for strong teeth. They want Consumers to remember and fall back in love with this iconic brand, as a credible partner to build their oral care health day after day in a simple and caring way.
When submitting Concepts please make sure you’re familiar with their Target Audience (more detail below) and base them on one or more of the following territories:
Back to the Basics – Tonigencyl is this classic, no frills toothpaste that has lived with us over the years. But this simplicity also means quality as being the base does not mean being basic. Tonigencyl is the daily care for your mouth, to simply help day after day the health of your gums which is the basis of strong teeth in the long run.
Wholesome – Gums, teeth, mouth – all is a like a living ecosystem, and the base for a natural and authentic smile. Tonigencyl focuses on gums for more than 40 years because it is the base of strong teeth and helps ensuring a better overall oral health. And a healthy mouth means a healthier you, with Tonigencyl day after day.
Stronger – Daily use of Tonigencyl improves the strength of gums which is the base for strong teeth in the long run. This strength also means vitality, because we want to live fully, smile fully and enjoy simple things day after day.
For this territory think in terms of visuals communicating activity and strength.
--Target Audience:
The primary target is 55+ consumers. They are people who continually take control of their lives, are comfortable in their own skin and feel younger than their age. Their health and their family are centric in their life and a lot of what they do is articulated around them. They keep active, some of them still work, and overall they try to enjoy this new chapter of their life in a positive way, even if this is not always easy because they feel they have no model to relate to. They have occasional gum issues but not severe ones needing specific specialist treatment. They know gum health is important, especially as they grow older and are concerned about possible tooth loss problems. Yet they see gum health more as part of a holistic mouth hygiene thing, like an ecosystem. They buy their toothpaste in mass and the brand is important in their choice as a strong point of product credibility. They like to keep things simple overall, and this is the same when it comes for toothpaste choice. They know Tonigencyl well and still buy the brand because it’s an affordable basic toothpaste with gum benefits.
Secondary target is 40+ consumers who remember Tonigencyl from 80s advertising but do not buy it. They see it as a brand for older people, with non attractive and old fashioned product proposition. Most of them believe that gum problems are for older people only and overall are not aware that it is key to keep healthy gums for healthy teeth and mouth on the long run. They are kind of blasé when it comes to brands – they see big players as a bit fake and too marketing oriented outbidding too many claims. They could be interested in alternatives to big brands but these do not really exist in today’s toothpaste market. Enter Tonigencyl!
This Project consists of a Concept Phase. Be sure to read the following information carefully as well as the Official Rules.
PHASE 1: Concept – Tell us your Concept in 250 characters or less. 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, Ideas should be clever and engaging. The three (3) winning Concept creators will receive $250 each.
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, per Phase.
7. You must be at least eighteen (18) years or older to enter.
8. You will need to submit 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.