Powdered Tea 比賽結束

Invent the next big hit: bring to life a revolutionary & premium powdered tea technology

開始 2016年8月25日 結束 2016年9月11日 23:59 UTC 審議 結果 2016年12月
開始
2016年8月25日
結束
2016年9月11日 23:59 UTC
結果
2016年10月
簡介

背景

Tea is the second most consumed beverage after water. This versatile beverage can be drunk for many reasons - to recharge, to refresh, to stimulate and to unwind. It can be social, drunk with friends and family, or drunk individually for an important me-time moment. How do you prepare yours? Do you make it quickly on the go or do you savor the moment and follow a strict preparation ritual?  The beauty of tea is its varied forms (black tea, green tea, herbal ones) and the multitude of ways it can be made!

A tea company has invented a true revolution in the tea world: a method of grinding any type of tea, into a ground up, fine ‘Matcha style’ powder. The powder is mixed into water and consumed. This breakthrough innovation allows the consumer to drink the whole leaf, not just an infusion like you get with tea bags.

Imagine this technology is turned into a brand. Why would people want to buy it? What are the frustrations this new technology can solve? What would the flavors be? What would the packaging look like? What would be the key moments of consumption? Here is your chance to help a famous tea company create the next big hit. Help this tea company create something unique!

創意挑戰

Based on the new technology of grinding tea into powder, create a unique product that will attract people and delight tea lovers.  

 

We are asking you to create the full product idea behind the technology of grinding tea leaves into a powder. Your concept should be a product idea which includes the following:  

  • A name: it should be memorable and distinctive.
  • Packaging ideas: unique, cool and visually appealing, providing a clever pack experience. Examples of packaging are tins, sachets, bamboo sticks.
  • Moment of consumption: tell us how you think the product would be consumed - could it be very fast and convenient to make and consume or a very slow process of mixing the powdered tea into a special cup – we will let you decide!
  • Identify the needs or frustrations it deals with: what unmet consumer need can this technology address/meet?
  • True benefits: the benefits that come from addressing the unmet need.
  • Target audience: who do you think will buy this product?

Your idea should be something premium but not luxury. Our brand is a mass brand and although premium, needs to appeal to a wide range of people. It will be sold in grocery stores and hypermarkets, but not in specific boutique tea stores. So it should not be too high-end!

In term of tastes, there are no restrictions, strong or light, fruity or plain. You can base your idea on any type of tea.

We ask you to be as creative and unique as possible - do not try to incorporate too many features into your idea, instead keep it simple and straightforward. Your concept idea should have one unique benefit, not five.

Your entry should be composed of visuals (to address packaging and product visuals) and text.

Make sure you address the following points in your entry:

Tell us the name, describe the product, the people it is made for and describe the experience of using the product, from unpacking to preparation and then drinking. Do not forget to tell us what the frustration behind your idea is and what the benefit for consumers is.

Any entry that does not answer these points will not be accepted.

提示

我們提供的舉例只用於講述其中的思路,讓你更好了解我們的期待值。請不要在你的作品中照搬,否則作品將被拒絕。

Think about your own frustrations and needs regarding tea and imagine how a powdered tea can answer your needs.

An example of a good idea is a product that is good for the body and healthier than other teas, because one can ingest the whole leaf. Or, perhaps ingesting the whole leaf creates a better taste experience than other teas? It could also be a product that offers a great social experience and ritual to share with friends, bringing people closer together.

獎金

評審團獎金

  • #1 獎金 € 4,000
  • #2 獎金 € 2,000
  • #3 獎金 € 2,000
  • #4 獎金 € 1,500
  • #5 獎金 € 500

格式

Presentation made of visuals and text. 4 pages max (PDF)

評獎標準

The client will award ideas that best leverage the technology of grinding tea to offer something unique with a strong benefit to consumers.

比賽指南

本次比賽指南

  • We are expecting premium ideas but not luxury. This new tea will not be sold in tea boutiques and high-end shops.
  • Be positive and authentic in your idea.
  • Do not forget to give details such as names and tastes and answer the three mandatory questions.
  • Entries should be in English, Chinese or Japanese.

 

  • 入選作品將被用於在互聯網上。授權和許可使用受保護的內容(包括音樂,照片..)必須與互聯網廣播兼容。你必須能夠在任何時間提供這些授權和許可的書面證明。

eYeka愛可網標準比賽指南

  • 不要在作品中展現任何個人細節(姓名、聯系電話、郵件地址等等)
  • 請保留一份高質量或高清版本的參賽作品,以供在獲獎後使用。
  • 你提交的作品必須是你自己的創作,才具有參賽資格。
  • 你必須取得所有參與媒體創作的作者與演員,每個人的書面許可。
  • 若你有使用到不屬於你自己的創作內容 (音樂、照片、設計等內容),請在你的媒體描述說明中註明,不管你所使用到的音樂和/或圖片是否為自己創作,請提供授權連結證明你有這些內容的使用權利。
  • eYeka愛可網將可能要求你提供書面證明或書面文件的複件,以確保eYeka愛可網和品牌客戶能根據比賽規則獲得使用這些作品的授權。
  • 不符合上述規定的作品將不具備參賽資格。