Create a memorable Tagline for MiO that communicates its versatility and bold flavor to be used in a creative campaign across a series of occasion videos.

People don’t like the taste of water and having all of their beverage needs met in the home or on the go can be difficult or expensive. MiO, an incredible and delicious liquid water enhancer, offers the variety people need in a convenient package they can take with them wherever they go, no matter the occasion. And the best part? MiO not only comes in an assortment of audacious flavors but also offers options to add Energy, Vitamins, or Electrolytes to your beverage.

Now, MiO’s looking for a bold new Tagline and creative campaign to be brought to life with a series of videos to show consumers all the different ways MiO can give your glass of water an upgrade. The Tongal community will be creating those occasion videos in an upcoming project but right now we need your help with the campaign!

Give us a catchy and powerful tagline (in 50 characters or less) that MiO can use across a suite of videos and social media. Something that speaks to MiO’s benefit options, portability, and bold flavors. 

Then, in 500 characters or less, describe how you envision this Tagline unfolding across a creative campaign that includes social media and a series of short 15-second videos. For reference, the upcoming videos will show MiO being used in the following occasions/situations:

• Office
• Exercise (Moderate Exercise Only)
• Morning Hydration
• On-the-Go
• Alcoholic Drink Mixers

You don’t have to describe every video in the series but give us an idea of how you imagine the Tagline and campaign playing out – there should be enough meat to your idea to work across multiple spots instead of as just a one-off commercial. Check the Objectives section for more details and some additional background on the brand.

The goal of this project is to create a memorable Tagline for MiO that communicates its versatility and bold flavor to be used in a creative campaign across a series of videos.

--Additional Brand Background: MiO created the liquid concentrates category with its launch in 2011 and has been the driving force for the category ever since. Despite being the eldest brand in the category, it still manages to stand out to consumers as sleek, modern and cool.

The shelf tends to be dominated by light color palettes and fruit-forward imagery while MiO stands out with its distinctive tear drop shaped bottle and darker, more modern tones. That look has been a main driver of MiO’s success with active millennials.

The brand isn’t always serious, but prefers selective smart humor to a more slapstick/crude jokes. It prefers instead to focus on positivity and active culture. That could be everything from activities seen as typical “active” behavior (dance, music, sports) to just being out and about and on the move. MiO is not a brand that lives on the edges, but stays true to itself in a mainstream world.

--Target Audience: MiO’s target is an active millennial male (18-35) who looks for variety in his life and his beverages. He looks for beverages with benefits, but he won’t sacrifice bold flavor to get them. He brings that same bold flavor to life. He likes to explore and enjoys the thrill of discovering something before other people do. That is just one way that he likes to express himself. He knows who he is and won’t compromise himself to be someone he is not just to fit in. 

--Tone: Bold, energetic, fun. Humor is great but please no slapstick/crude jokes.

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 MiO in 50 characters or less. Then tell us how you see the creative campaign unfolding across social and a series of short videos in 500 characters or less. The FIVE 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, per Phase.

7. You must be at least thirteen (13) years or older to enter.

8. In the event that fewer than 100 Taglines 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.