Propose your idea for a sleep offering that can positively change our behavior towards sleep.  The sleep offering should provide a new and innovative experience to the user and be supported by an ecosystem of products and services, as a minimum including a beverage product. The sleep offering must meet the following goals:

• -Makes 'sleep' a covetable activity - help us create FOMO around sleep! 
• -Develops long-term behavior / rituals that will improve overall sleep habits
• -Helps people to get to sleep, stay asleep, and wake up to realize their full potential

In your proposal, please answer the following questions:

1. What is your idea for a sleep offering that will drive people to actively seek better sleep?

• -Explain how a consumer would use and incorporate your complete sleep offering into their lives - consider digital and physical products; things you might wear, food/drink, home ware, personal care items, etc.
• -Describe how your beverage product would combine with the full sleep experience/ecosystem you're creating (ex: other activities or behaviors like meditation, sleep-tracking app, etc.)

2. What about your offering will cause people to change their attitudes and behavior when it comes to sleep?  What makes it work? What makes it something people will want to do over and over again?

3. How should consumers buy your offering? (ex: subscription, in-store retail, digitally, etc.)

Considerations:

• -Please avoid  sleep products that already exist in the market.
• -This is for all of us who put sleep at the bottom of the priority list, not simply people who have "sleep problems."
• -Consider our 5 senses as you think about your solution - think about aromas, tastes, textures, sounds that will enhance the overall experience. 
• -Do not feel limited to solutions that relate to falling asleep / going to bed.  We are also interested in helping "morning challenged" people to jump, rather than crawl, out of bed. 

*Tip for Solving: You will have an advantage if you submit earlier instead of waiting until the end.  We hope to provide feedback on submissions throughout the process, so if you submit early you may have the opportunity to edit your response to give yourself a better chance of winning!