2014 trimester 1: SLEEP

1

• 1 million FREE bottle giveaway to consumers driving $2.5 million in retail sales

• multi-million dollar media budget driving over half a billion impressions

• full 360 campaign support to drive the SLEEP function message to consumers and increase trial

2014 trimester 1: SLEEP

2

we will give 1 million consumers a great night SLEEP

1 million FREE

bottles

field marketing

social media content

targeted advertising

public relations

in-store

consumer campaign overview

3

1. targeted media & creative copy drives consumers to our microsite

2. consumers learn about SLEEP and claim their FREE bottle

3. offer can be shared with friends and family

4. coupons are redeemed at all retailers that sell SLEEP nationwide

SLEEP creative

digital display

SLEEP creative

alternative copy lines

SLEEP microsite

http://www.brokaw.com/dev/neuro/

late night television: abc jimmy kimmel live 7

• Integration with jimmy kimmel live

• national:• 1 x :90 second branded comedy piece • :10 second In-show audio/visual

bumpers

• Supplemented with spot tv (:30 seconds)• new york• los angeles• chicago• philadelphia• san francisco• boston• dallas• houston

neil patrick harris music video

sample lyrics

OOH COME ON DON'T MAKE ME LIE AWAKE HERE ALL NIGHT LONG SLEEP, YOU'RE ALL I WANT CAUSE YOU KNOW HOW TO KEEP ME GOING STRONG MMM I WANNA SLEEP I REALLY JUST WANNA SLEEP

digital media delivering 580MM impressions

• Optimize a range of digital media to build awareness and conversion of 1 million free bottles of SLEEP.

field marketing assets• neuro specialist sleep attire

• t-shirts• pajamas

• sleep pillows for inflatable furniture

• sleep masks

• door hangers

• sleep informational card for bedside in boutique hotels

• sleep “good in bed” pillowcases

• sample size bottles

• influencer kit (box to house sleep mask, bottle of sleep and a pillow case.)

event activation development

• pillow talk• interactive bed photo op that

allows guests to post pictures or video of them in bed with neuro to social media.

• SLEEPing around• setting up a bed in an unusual,

high-foot traffic place and have someone “SLEEP” soundly.

• Station the neuro specialists nearby and once a crowd gathers, begin sampling bottles of SLEEP.

sleep w/ SLEEP

developing a robust boutique hotel sampling program

goals: • put SLEEP bottle in consumers hand at time of

need of function

tactical criteria: • trendy boutique hotels that fit our target demo• full bottles of SLEEP on nightstands/ will have

hangtags on neck explaining function

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retail execution

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• themed POS tying into national campaign

• trimester anchor merchandising programs to leverage consumer campaigns

• in-store shopper campaigns with trial offers for select key accounts

• buy any neuro, get a free SLEEP trial driving coupons for incremental placements

anchor program will be focused on driving awareness and trial with merchandising programs and coupons

point of sale/merchandising assets

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there are 2 sets of creative, a preferred, and an alternate for conservative accounts

primary-great in bed(should always be sold first)

secondary- dream on (when a customer will not allow

primary)

free SLEEP retail program

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buy any neuro, get a free SLEEP trial driving coupons for incremental placements

*retailer must place an incremental display to be eligible for the coupon program.

Large Format Small Format

*minimum 10 cases

minimum 2 cases*

*Dual sided header card with 3 bottle DWAP lockup on backside

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trimester I sell sheetthe tri I sell sheet is on google drive and includes customizable areas for local pricing/promotions

front back

sleep trial in national accounts

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shopper programs in national accounts will drive trial at the point of purchase

neuro SLEEP14.5 ozexpires 4/31/14

SLEEP shelf talker calling out J4U offer

est. 100,000 SLEEP trials

Just 4 U load to card offer for 1 free bottle of sleep

approx. 1,000 outlets

consumers redeem in-store

on-shelf coupon box coupon for buy any neuro, receive a free SLEEP

approx. 1,000 outlets

est. 25,000 SLEEP trials

sleep trial in other key/national accounts

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SLEEP trial programs are currently in negotiation on several other top accounts, nationally

load to card/reward program samplingapp offer

estimated 200,000 consumers will through shopper programs

key dates

12/19 - POS begins shipping to markets

1/6 - POS & merchandising launches in retail

1/16 - BOGO coupon live in retail

2/5 - national advertising campaign launches/consumer coupon on microsite live

1/15 – 4/1 - field marketing activation

4/30 - trimester ends

here are the key dates for tri 1 activation