Dates

Starts:10-Oct-12 9:53 p.m. GMT

Ends:13-Oct-12 9:53 p.m. GMT

Awards

Award 1: $200

Formats

, , , NONE

Contract

Preview: crowdSPRING Contract

Materials

There are no materials for this project.

Creative brief

The buyer added updates to the brief. Read them.

Business Name

Global Company Selling Protein-based Drinks and Snacks

What does your company do?

We are a global FMCG company that sells and distributes a range of protein based drinks and snacks.

Do you have an existing tagline or tagline(s) that you've previously used?

No existing tagline as these are new offers

What is your industry?

Food and Beverage

Describe your audience

Men and women aged 20-40, high income, well educated, who lead a healthy lifestyle. They are interested in eating healthier and understand that protein is an important part of their diet but they don't necessarily understand what protein does for them.

What 3 things do you want your tagline to communicate to your audience?

The tagline will be used on pack and in advertising. The product benefit/tagline needs to promote the benefit of our protein-enhanced drinks and snacks. The benefit could cover 3 distinct areas:
- A healthy and nourishing drink/snack that is high in protein to help you stay healthy
or
- A product that can help give you a strong, toned and defined body
or
- A product that helps nourish and fuel your muscles and body to perform better
We are looking for taglines that cover all 3 of these areas.

List the taglines used by your top three competitors

Healthy Sustained Energy
Supports Lean Muscle Definition
High Protein Nutrition

What character, tenor or spirit do you want to convey?

This is NOT targeted to hard core gym goers but to everyday active consumers looking to be healthy and stay in shape. The product will be sold in grocery and mass outlets. The tone should be credible but not take ourselves too seriously either. We can have fun with it.

Are there any words or phrases you especially like or hate?

Avoid being too generic. Be distinctive, be bold and think about what the tagline is communicating to the consumer that will compel them to buy the product.

List your favorite taglines

Nothing to date

Do you want to include additional info?

We would like to see a range of tonalities from more serious to tongue in cheek. We would also like to see ideas against the 3 ideas going from general good health to specific areas of muscle definition and refueling.

Brief updates

14-Dec-12 11:25 a.m. GMT
Hi all,

We just wanted to let you know that the buyer in this project has not chosen a winner so we're going to close the project. Please know that we've made repeated attempts to contact them by phone and email but were unable to reach them.

To reward the loyal creatives who worked hard on this project and all the others on the site, we've taken the proceeds from this project and used them to fund our monthly cS Awards program. The cS Awards are issued every month based on varying criteria but are a simple way that we give back to the community and reward our creatives.

Thanks so much for participating and see you around the site,

The cS crew