Create an attention-grabbing tagline, to be used in-store, that inspires shoppers to try New! Hershey’s and Reese’s flavored aerosol whipped toppings.

Whipped toppings have the cool and creamy texture that people have always loved, but in this era of constant innovation and disruption, plain vanilla is just plain boring. Enter Kraft Heinz’s new whipped toppings that invite you to “Imagine the Dessertibilities” with the delicious flavors of Hershey’s chocolate and Reese's peanut butter. You may remember some previous projects we’ve run for these exciting new whipped toppings. Well they’re back again and this time they need your help to craft the perfect tagline for in-store signage that grabs the attention of shoppers and excites them to drive purchase. 

Your tagline will be featured on store signage that will be on the floor in front of refrigerator shelves, or by other Hershey’s and Reese’s products throughout the grocery store. This means that the sign with your tagline may or may not be directly near the product itself, so you’ll want to keep this in mind. What we do know is that the whipped toppings are:

1. refrigerated, dairy-based whipped cream and will most likely sit near the other Reddi Wip aerosol toppings,
2. made with real Hershey’s chocolate, 
3. are delicious anytime as a snack, topping, or sprayed straight in your mouth, 
4. can transport you and your food to amazing Hershey’s and Reese’s worlds.

So, give us your most magical Tagline in 50 characters or less that sends shoppers running to put some Hershey’s and Reese’s whipped toppings on pretty much all things! Then tell us how you arrived at your Tagline and explain why it’s the perfect fit for this product in 500 characters or less. Please be sure to read the remainder of the brief for all of the important details.

The goal of this project is to create a clever tagline for Hershey’s and Reese’s flavored whipped toppings that drives shoppers to buy the product, while informing them what the product is and inspiring them to Imagine the Dessertibilites.

--Key Marketing Messages: 

“Imagine the Dessertibilities” is the overall campaign idea that invites people to enter the amazing flavorful Hershey’s and Reese’s worlds through these flavored whipped toppings suitable for all foods all the time. Your tagline should be related to this overall campaign idea, but communicate a more direct call to action for shoppers to purchase the product.

--Target Audience:

Whipped topping and dessert category buyers, particularly young families with kids (adults aged 35-44 with kids aged 6-10 (elementary school).

--Executional Mandatories:

Your Tagline MUST inform the shopper of what the product is.

Your Tagline MUST direct the shopper to go look for it.

Your Tagline MUST be of the same tone as “Imagine the Dessertibilities”

--Tone:

Curious, excited, love of all things sweet, imaginative, and indulgent 

--Exposure:

In a store near you.

This Project will be worth a total of $1,500 and consists of a Tagline Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: TAGLINE – Tell us your Tagline for Hershey’s and Reese’s Whipped Toppings in 50 characters or less. Then give us an Explanation that tells how you arrived at your Tagline and describes why it’s the perfect fit in 500 characters or less. The THREE most compelling Taglines will be selected as winners and receive $500 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.

7. You must be at least thirteen (13) years or old.

8. The Sponsor reserves the right to repost the contest at their discretion.

9. Winners must submit 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.