2018 Program Sell-in Slides (8/17/17) VF PROGRAM- “31 DAYS”

Success: Display activity, Sales in WELL Accts, key Distributors up “31 Days”- 2017 Review Success: Display activity, Sales in WELL Accts, key Distributors up “31 Days” 2017- Retail Activation, Display Activity Highlight # Displays Good 473 from Field (with Distrib., estim. 1000+) Display Type Very Good 37% Endcap/Big, 40% Rack/Stack, 24% Other Display Duration 74% 3+ wks, (219 for 5+ wks) Region Particip. In Line 58% E 26% W, 16% S (26 of 29 TDMS) Chains/Channels Mostly Grocery/Mass/Drug, 25+ different chains Volume/% Lift Highlight Vol. – Key Distrib. Good * 26 Up/Flat, 6 New, 12 TBD, 11 down JEWEL-OSCO Strong * Sales +55%, 138 stores, 92 Displays KROGER * Sales +93%, 100+ displays SMART+FINAL Very Good * $ Sales +17%, Units +5.3%

2017- Display Examples Target #1308, MA Leonards/VA Jewel Osco #2506 IL Fairway/Nanuet Smart&Final S.Cal Shoprite/ So.NJ- Walgreens 2957/FL

Pure Intentions Awards Each Retailer “31 Days”- 2017 Review Pure Intentions Awards Each Retailer Part of recognition process Project Updates Fall ‘17, Completed end Dec. ‘17 2017

2017: Evolve/Streamline our SR Platform ’18 VF/31 DAYS 2017: Evolve/Streamline our SR Platform Combine ‘17 Retail success + ‘16 Consumer Engagement Key Accounts/Voss displays become messenger + hero

+ Every Like Helps Build a Well How It Works ’18 VF/31 DAYS Every Like Helps Build a Well How It Works Top VF Display pics showcased on Social Media Consumers «LIKE» dedicated Posts featuring tie-in Accts. Each LIKE contributes to Goal for Clean Water Project Consumer thanked with BOGO Coupon to Retailer Hit Goal, Key Account gets Project in their name +

Projected Account Ties ’18 VF/31 DAYS Projected Account Ties Allocate 3-4 WELLS/Water Projects for Key Accounts PLUS 1 WELL for General Market Key Accts. already ID’d, # LIKES (Acct. «Asks» TBD) 15,000 20,000 10,000 15,000 General Market 60,000 “Likes”

Key Account WELL Programs ’18 VF/31 DAYS- Components Key Account WELL Programs 3/22-4/22: World Water Day to Earth Day Base Components Co-branded POS + Merchandising Social Media Posts/campaign Circular Messaging “Thank You” for LIKE (BOGO/Free Bottle at Retailer) Voss Gift Cards for Incentive Retail “Ask”s: Display, Case-load in hit Period Goals (set by Sales) = $20-25k Amount donated in Account name to fund Well Other components to make bigger (sep. discussion) Funding: Marketing (Materials), Sales (WELL) Projection from 3-4 Accts: 1200+ stores, 600+ display, 12,000 cs (20 per).

Every Like Helps Build a Well ’18 VF/31 DAYS- Components Every Like Helps Build a Well General Market Same theme, timing Components: Impact Merchandising + POS Trade Incentive: $25 Gift Cards Sizable Social Media “Thank You” for LIKE (TBD- 20k Coupons x Rdmpt) (do via Print at Home or DL2C) Our “Ask”s Retailer: Display, Case-load in Sales: execution 1+ chains/TDM (25% of stores) Consumer: LIKE the Display Pic Posts Funding: Marketing Projection: 28+ chains, 1500+ stores, 500+ display, 7500 cs (15 per).

MERCHANDISING- Compelling Displays (select co-branded) ’18 VF/31 DAYS Banner Stand Multi Fit Modular L Bookends New Rack Header- Mobile/Narrow Corrugate 3 Shelf

POS – Stand Out at Shelf (select co-branded, custom) ’18 VF/31 DAYS POS – Stand Out at Shelf (select co-branded, custom) Case Hanger Card Cooler Cling Aisle Flag Shelf Strip

Key Timing: Mid March in market ’18 VF/31 DAYS Key Dates, Discussion Key Timing: Mid March in market Sell-In Slides wo 8/14 WELL Accts. committed early Oct. WELL Acct. Details set mid Nov. Merch./POS Order mid Dec. At Distributors, WELL Accts. mid Feb. Other Items for discussion WELL Acct. Goals/Asks/Add Ons Distributor engagement Multiple distributors unite to build a well donate in their names based on hitting goals