Creative brief

Project Title: 5-Hour Energy® “101” College Commercial Contest^†

Overview: 5-Hour Energy® is challenging college students to produce a creative and effective 30-second television commercial that:

• Drives sales
• Delivers 5-Hour Energy®’s core messages
• Strengthens consumer awareness

The top 3 to 5 television commercial entries, as judged by 5-Hour Energy® and its partners, will receive the following prize:

• 555 bottles of 5-Hour Energy® to up to 5 groups, including the winning group.

The winning television commercial entry, as judged by 5-Hour Energy®, its partners and fans will receive the following prizes:

• $5,555 to the winning group;
• $5,555 to the winning group’s college/university; and
• Samples to be distributed at the 1st place winner’s college/university.  

Registration for the contest must have been received by February 12, 2010 and entries must be received by February 26, 2010.  (Entries must be in the proper format and include the proper paperwork.)

Primary Target Audience: The primary audience for the 5-Hour Energy® commercial is anyone over the age of 18 who could use a boost of energy.

Tone and Image: Contestants should familiarize themselves with 5-Hour Energy®’s existing and previous commercials to get a sense for the tone and image 5-Hour Energy® would like delivered. We want a positive feel to the commercial. No profanity, alcohol, or reckless acts may be featured in the commercial. All group members and individuals featured in the commercial must be 18 or older. 

^†See official contest rules for more details.

Suggested Themes:

“Thank you 5-Hour Energy®….X

“I was a 5-Hour Energy® skeptic until…X”

“What would you do with more energy?”

“Why take 5-Hour Energy®”

“Find out why people choose 5-Hour Energy® 4 million times a week”

Key points (All the points do not need to be included):

• Hours of Energy
• Zero Sugar
• Four calories
• No Sugar Crash
• 5-Hour Energy® gives me an energy boost when I need it
• Packed with B-vitamins for energy and amino acids
• The two-ounce shot takes seconds to drink, and since it is only 2-ounces it fits in a briefcase, gym bag, or glove compartment, and it does NOT need to be refrigerated
• 5-Hour Energy® only has as much caffeine as a cup of leading premium coffee
• 5-Hour Energy® is in those little bottles found right near the cash register
• Available in berry, lemon-lime, orange, grape, Decaf and Extra Strength
• 5-Hour Energy® is available at all convenience stores and other major retailers throughout the US
• Visit www.fivehour.com from more information

AVOID –Performance claims, and disease and ailment cures.