Have you gone grocery shopping lately? Lucky us - we have a million options of brands to choose from. But with so many products out there, it’s hard to determine which brand to buy!
That’s why brand Claims factor so heavily into our purchasing decisions. A Claim is the articulation of a brand promise. In other words, it’s a short phrase that tells consumers what the product will accomplish.
Our Mystery Sponsor needs your help coming up with concise and impactful Claims that highlight their toothpaste’s benefits. It’s the leading toothpaste and our Mystery Sponsor wants to stand out from competitor by communicating its superiority in cleaning and protection.
Here are some examples of Claims that have worked for brands in the past:
--Lysol Wipes: “Eliminate cold and flu viruses, helping to keep surfaces healthy year-round.”
--Secret Deodorant: “Stay Dry and Fresh All Day Long.”
--Dawn Dish Detergent: "3X MORE everyday grease-cleaning power per drop"
Think about the cleaning and protection Claims that a toothbrush could make then give us your submission in 50 characters or less. Along with your Claim, please include ideas for any visuals that could accompany the claim in a print ad (i.e. pictures, illustration, images that visually communicate the product benefit).
The goal of this project is to come up with a memorable Claim and idea for an accompanying visual for our Mystery Sponsor’s toothpaste print ad.
Product Benefits: The claim should highlight the benefits of “protection” and/or “cleaning”.
Tone: Credible, honest, memorable.
Length: The claim should fit into 50 characters or less—be concise and memorable!
This Project will be worth a total of $4,000 and consists of a Claim Phase. Be sure to read the following information carefully as well as the Official Rules.
PHASE 1: CLAIM– Come up with a memorable Claim for Mystery Sponsor’s toothpaste. Your Claim should be 50 characters or less. Each Claim winner will receive $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. 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 thirteen (13) years or older to enter.
8. In the event that fewer than 100 Claims are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.
9. Winners must complete 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.