Naked Juice Research June 2016

Campaign Campaign dates: 23rd May – 5th June 2016: 1745 x London Roadside 6-sheets (Proximity to Sainsbury's & Boots Stores) 90 x Rail D6s 20 x Underground DEPs 1 x Peckham High Street Screen 1 x Shoreditch High Street Screen

Methodology Research Partners: OnDevice Research & Nielsen Research Aim: demonstrating the effectiveness of the Naked 6-sheet advertising by looking at frequency of exposure & sales tracking Pre Study: researching smoothie consumers Main Study: tracking consumers over the two week period & monitoring the number of times they visit a convenience zone with at least one poster in: High Frequency: 4+ visits over the two weeks (Average number of visits: 13) Low Frequency: 3 or less visits over the two weeks EPOS: Tracking sales at Tesco Express & Metro stores

Category Introduction

Category Introduction People more likely to have healthy smoothies at times when they are out of home National London 66% 60% Likelihood to drink a healthy smoothie drink 73% of time spend OOH is before 5pm When during the day are you likely to drink a healthy smoothie drink? ResearchBods 2016, TP6.

Category Introduction 42% identified the morning commute or when they have arrived at work for key times to drink a smoothie drink This is even more important for Londoners with 67% identifying those times 27% identified shopping as a key time smoothie moment Where are you likely to drink a healthy smoothie drink? ResearchBods 2016

Category Introduction Factors affecting choice of healthy smoothie What factors affect your choice of healthy smoothie drink? ResearchBods May 2016

Research Results

Brand & Ad Awareness +11% +15% 63% 38% High Frequency Low Frequency Awareness of Naked Juice is higher in the high frequency group 63% 57% +11% Prompted Brand Awareness 38% 33% +15% Advertising Awareness Low Frequency High Frequency Which of the following healthy smoothie brands are you aware of? Have you seen any advertising for any of the following healthy smoothie brands recently? OnDevice Research 2016

Advertising Attribution Advertising attribution higher for out of home in the high frequency group +24% +44% 0% +45% +100% +433% Where have you seen advertising for Naked? OnDevice Research 2016

Brand Perception Key health based creative messages more likely to be understood with higher exposure +10% +33% -3% 0% +5% +38% Which of the following do you associate with the brand Naked? OnDevice Research 2016

Product Consideration In the high frequency group respondents are more likely to consider buying Naked Juices 56% 43% +30% Low Frequency High Frequency The Supermarket is the most popular purchasing point for Naked Juice 80% 35% 23% Newsagents/ local stores Supermarket Cafes How likely are you to consider purchasing a Naked smoothie in the future? You mentioned you were likely to purchase a Naked smoothie, where would you be likely to do this? OnDevice Research 2016

+19% +19% Creative Recall 19% 38% Definitely Maybe & Definitely Creative recall for out of home poster higher in the high frequency group 19% 16% +19% Definitely 38% 32% Maybe & Definitely +19% Low Frequency High Frequency Have you seen the following poster? OnDevice Research 2016

Sales Analysis August 2016

Methodology Test Control Panel within 500m of store 6-sheet Test Store 6-sheet Control Store Panel within 500m of store No Panel within 1km of store

Analysis Tesco Metro & Express stores need to be matched (test vs. control) – to allow accurate, unbiased results Stores are match across the pre period based on transactions in the 16 weeks leading up to the campaign period Store matching tool developed (based on application which factor in all variants to best matching test and control stores)

Analysis Strong Match Weak Match Sales across the pre period must be as equal as possible across the 2 sets of stores Stores need to be matched on certain criteria (test vs. control) – to allow accurate, unbiased results Stores are match across the pre period based on TV region, store format and transactions Store matching tool developed (based on macros which factor in all variants to best matching test and control stores) Strong Match Weak Match Sales can be matched on either advertised product, total brand or particular range

Sales of Naked Juice were evenly matched during the pre period Source: Nielsen DME. Naked Blue Machine 450ml, Blue Machine 750ml, Green Machine 750ml, Green Machine 450ml, Mango Machine 450ml, Red Machine 450ml.

While the 6-sheets were up sales of Naked Juice increased +11% Source: Nielsen DME. Naked Blue Machine 450ml, Blue Machine 750ml, Green Machine 750ml, Green Machine 450ml, Mango Machine 450ml, Red Machine 450ml.

Summary London identified as a key market for healthy smoothies +11% Brand awareness for those in the high frequency group Advertising +24% more likely to be identified as out of home by the high frequency group Key health related perceptions of Naked boosted by a strong creative execution +30% increase in consideration for Naked in high frequency group This led to an +11% increase in sales of the range at Tesco Express & Metro stores

Naked Juice Research June 2016