Lubriderm® wants to hear your Positioning Statements and Retail Activations for their "good for the entire family" campaign. 

The more people mom shops for, the longer her list grows, and the more complex getting in and out of the store becomes. So many choices, so many people to please. There's the non-fat-low-carb-gluten-free banana bread for dad, the omega-3-fish-oil-exfoliating cream for mom, and the pink-but-not-too-pink extra long crop top for the daughter. Gone are the days of one-size fits all. Or are they?

Lubriderm® makes it easy for moms to buy just one product that fits everyone’s needs with their everyday lotion that is good for the whole family. It’s time to get the word out and make moms’ trips down the body lotion aisle that much easier.

Lubriderm® wants you to help them figure out how to engage moms in the aisles of their local stores and convince them that Lubriderm® lotion is the right choice for the entire family.

Phase 1: First, Submit a Positioning Statement for Lubriderm® that communicates the proposition that their lotion is good for the entire family. Remember, Positioning Statements are how advertisers decide they’ll market a product to consumers. The more convincing your positioning statement is to mom, the better.

Phase 2: Submit ways to bring one of the winning Positioning Statements to life in-store. How can Lubriderm® bring the campaign to life on shelves? In store aisles? On the floor? In shopping carts? Or maybe, there are cool ways to integrate digital technologies into the retail experience and invite moms to buy Lubriderm® in the store? The possibilities are endless so long as you can fit it into 500 characters.

--Key Marketing Messages:

·       Lubriderm® understands what I need as a mom for my family.

·       Lubriderm®’s Everyday Lotion for the Whole Family absorbs in seconds, moisturizes for hours.

·       Later Gator® is a tagline that Lubriderm® uses. Feel free to work with this or leave it.

·       Dermatologist developed. Again, feel free to work with this if it works for you.

--Target Audience: Moms 25-40 who are trying to navigate their lives while taking care of their families.

--Executional Mandatories:

• Don’t focus on claims.
• Don’t compare to other products.
• Don’t call out use for babies.

--Tone: Positive, family-friendly, direct, relatable, approachable, moms as everyday heroes.

--Exposure: Retail.    

This Project will be worth a total of $4,500 and consists of 2 Phases: a Positioning Statement Phase and a Retail Activation Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: Positioning Statement Tell us your Positioning for Lubriderm® Good for the Entire Family campaign in 500 characters or fewer. Remember, a Positioning is how advertisers decide they’ll market a product to consumers. Lubriderm® is NOT looking for just for a single one-off commercial they are looking for how you would define the target consumer’s perception of their product and that big idea they could potentially build an entire campaign around. The three most compelling Positioning Statements will each receive $500.

PHASE 2: Retail Activation – Submit your activation ideas for how Lubriderm® will bring the winning Positioning Statements from the prior phase to life. Please note we are not looking for the actual execution of the activation, just the description of it. The 3 most compelling Retail Activations will each receive $1,000.

1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted or trademarked 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 (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. Submissions must be in the English language.

6. Limit 5 submissions per member, per Phase.

7. You must be at least eighteen (18) years or older to enter. 

8. 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.