Create a Campaign Idea and Tagline for Celestial Seasonings that conveys the brand’s authentic heritage and builds off of the existing brand platform: “The Magic of Tea”.

Even if you don’t know Celestial Seasonings by name, you probably recognize their packaging. Their fantastic, colorful tea boxes have called out from the grocery aisle for over 40 years. Borne from wild herbs foraged in the Rocky Mountains, the brand quickly rose to define the herbal tea category. Tea drinkers across the world embrace Celestial Seasonings for its warm spirit and magical taste.

Now, Celestial Seasonings is turning to the Tongal community to come up with a rich and authentic Campaign Idea that captures the “Magic of Tea”. Your Campaign Idea should connect with consumers in a meaningful way and provide a springboard for compelling stories.

We’d encourage you to learn more about the history of Celestial Seasonings and play off the brand’s heritage when creating your Campaign Idea. Also, be sure to tell us an appealing and memorable Tagline to go along with your Campaign Idea. You may upload a supporting visual asset with your submission as well.

What is a Campaign Idea?

Campaign Ideas are the foundation for a brand’s marketing and articulate the inspirational anchor of the brand. They connect a consumer Insight or universal truth to the brand’s identity. A Campaign Idea should create enough space for numerous creative executions to develop and thrive, and push the brand’s boundaries -- without breaking them. It is the vehicle by which the brand delivers its message across all consumer touch-points. Check out this post for a more thorough explanation.

The goal of this project is to create a Campaign Idea and Tagline for Celestial Seasonings that convey the brand’s authentic heritage and builds off of the existing brand platform: “The Magic of Tea.”

---Target Audience: People who look for an emotional experience and a “moment” from the tea they drink. Audience skews female.

---Tone: Friendly, positive, warm, inviting, down-to-earth, creative and idealistic.

This Project will be worth a total of $4,500 and consists of a Campaign Idea Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: CAMPAIGN IDEA – Tell us your Campaign Idea for Celestial Seasonings in 500 characters or less. Then tell us a succinct and compelling tagline that captures the spirit of your Campaign Idea in 140 characters or less. Finally, you may upload a visual asset if it helps illustrate your Campaign Idea. The THREE most compelling Campaign Ideas will be selected as winners and receive $1,500 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 Campaign Ideas 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.