Unilever - Get the tea rockin'! 比赛结束
eYeka 快速解决方案

Amaze Millennials with a totally reinvented tea experience.

开始 2016年3月11日 结束 2016年3月20日 23:59 UTC 审议 结果 2016年6月
开始
2016年3月11日
结束
2016年3月20日 23:59 UTC
结果
2016年6月
简介

背景

Because Millennials have been raised under the mantra of “Follow your dreams” and “Everything is possible”, they tend to feel special and confident about themselves. They are the first generation who have been so exposed (and so early in age) to the Internet and invading technologies. The consequences of this are that Millennials, more than any other age group, like to try new things and value experiences, be them offered by brands, institutions, people or nature.  Sensory experiences and immersive activities are always preferred in comparison to passive practices. Also, Millennials want their environment to conform to their identity and desires –not the opposite.

When it comes to choosing brands and products, they are not fooled by the marketing. They trust their peers rather than ads and above all, they want things to improve their lives, the lives of others, and bring something really new to the picture. Otherwise the new product or service is never adopted.

Think about tea now... Tea is for everyone, yet, each person has their own way of drinking it. It’s a product that has the power to both stimulate us and relax us. Tea is used as a mean to connect with people close to us, or to celebrate precious me-time.  In some cultures, tea is enjoyed with meals and can be rich and indulgent, and yet it also has lots of health properties and can support wellness. Tea is versatile, diverse and steeped in culture. The perfect drink for demanding people like Millennials… so why is it still suffering from an old people’s drink image? Why do Millennials stay away from tea?  Or do you see signs of this changing ever so slightly…

What could tea do to become more relevant to Millennials and more dynamic?

What could brands like Lipton, PG Tips, Brooke Bond Red Label, Sariwangi or Elephant (all owned by Unilever) invent to appeal to Millennials and create disruption?

创意挑战

Reinvent tea by finding ways to make Millennials excited by this timeless beverage and be proud to drink it.

Your idea should be something that specifically fits with Millennials’ mindset and make them desire tea! These people face an incredible number of choices. They expect great sensory experiences from brands and these experiences should be surprising.

In order to be as authentic as they want, your idea should not feel like marketing. It should be perceived as something that truly adds value to their lives and not a tactical move from a brand to sell more.

They are also looking for meaning. Anything boring, inauthentic or gratuitous would fail to appeal to them. 

There is one thing that is not our focus in this brief is convenience. We are not interested in tea on the go, portable tea (like tea in cans).

A part from this, you’re free to reinvent anything that relates to tea! Surprise us with your incredible idea! 

There are multiple ways to tackle the questions. You can think of:

  • The product itself: how can the product form be shaken up? What even is tea – does have to be hot? Is it simply any natural brewed drink?  Should tea remain in tea bag or lose? What if tea was sold as fresh herbs to infuse in water? What about a device that allows you to make you own blend of tea?
  • The ways to enjoy tea: think about changing production methods, evolving packaging, creating machines that dispense tea… The gestures, moments and rituals of consumption can be considered too.
  • The distribution: why should tea only be sold in stores? Are there other ways and places to connect people to tea? Subscriptions, partnerships with services Millennials use such as Uber or Airbnb?
  • The communication: is tea only about heritage, know-how and rituals? Are there any other stories that could be told in order to make tea exciting? Wouldn’t it be cool to have a brand that communicates about how this tea is a perfect well-being ally during your fitness work-out? Does tea have an interesting sustainability angle to exploit?

These are examples of areas you can focus on to vamp-up tea. Of course we’re not asking you to address them all!

Illustrate your idea in a visual and give us details about what it is and why it will appeal to Millennials.

提示

我们提供的举例只用于讲述其中的思路,让你更好了解我们的期待值。请不要在你的作品中照搬,否则作品将被拒绝。

Read the creative challenge section right above to get thought-starters.

奖金

评审团奖金

  • #1 奖金 € 1,500
  • #2 奖金 € 600
  • #3 奖金 € 400

格式

Your idea must fit into 1 page: one visual and one paragraph of text.

评奖标准

The winning entries would celebrate what is great about tea but be bold enough to take it in radical and provocative new directions. It can come from multiple areas but it should captivate and surprise Millennials.

比赛指南

本次比赛指南

  • To appeal to Millennials, your idea must be an engaging and unexpected experience that has a meaning. It should be something that breaks the mold –beyond the borders of what is tea today.
  • You can use one of the Unilever tea brands: Lipton, PG Tips, Brooke Bond Red Label, Sariwangi or Elephant or you can stay away from these brands. Representing a brand in your entry is not mandatory.
  • If you wish to use one of these brand or the umbrella brand Unilever in your entry, please use the logos from the toolkit.
  • No-go areas:
    • Iced tea: we’d be happy to look at tea which people brew and chill but not ‘ready to drink’ iced tea
    • Tea on the go: we often see ideas about how to have tea on the go with cans that heat up, but please avoid ideas like these. Don’t focus on convenience.
  • Entries should be in English.
  • 授权和许可使用受保护的内容(包括音乐,照片...)必须包括至少:(一)纳入该衍生或基于这些元素的新作品受保护的内容的权利;(二)使用权出于商业目的和(三)在互联网上使用权。你必须能够在任何时间提供这些授权和许可的书面证明。

eYeka爱可网标准比赛指南

  • 不要在作品中展现任何个人细节(姓名、联系电话、邮件地址等等)
  • 请保留一份高质量或高清版本的参赛作品,以供在获奖后使用。
  • 你提交的作品必须是你自己的创作,才具有参赛资格。
  • 你必须已经获得向该媒体投稿的作者和活动者的书面许可。
  • 如果你已经使用了任何不属于你自己的作品(音乐、照片、设计等),请在你的媒体描述中说明你所使用的音乐和/或图像是否是你自己的创作,并提供授予你使用它(们)的权利的许可的链接。
  • eYeka爱可网将可能要求你提供书面证明或书面文件的复件,以确保eYeka爱可网和品牌客户能根据比赛规则获得使用这些作品的授权。
  • 不符合上述规定的作品将不具备参赛资格。