Regional TV Effectiveness Study 2008 Oral care: Listerine Increased investment in Regional TV grew regional category and brand sales by 20% YOY Regional markets accounted for 40% of national growth in 2008 Regional TV delivered three times greater return on investment than capital city average Main findings

Increased Listerine Reg. TV in grew category sales by over 20% % of GB Kids who purchased mouthwash L6M Source: Roy Morgan Single Source 12months to Dec

Listerine Smart Rinse for Kids launched with equal weight regional and metro national TV 4 W/E Listerine Smart Rinse for Kids share of mouthwash sales Source: Scan data Coles /Woolworths/Bi Lo: Five capital cities vs. all regional exc. NT

4 W/E Listerine Smart Rinse for Kids share of mouthwash sales Source: Scan data Coles /Woolworths/Bi Lo: Five capital cities vs. all regional exc. NT Grocery scandata shows uptake in regional was higher than metro by almost 20%

Listerine Smart Rinse sales ($) in TV markets 38% of national sales of Listerine Smart Rinse for Kids came from regional TV markets Source: Scan data Coles /Woolworths/Bi Lo: Five capital cities vs. all regional exc. NT

40 % of national Listerine sales growth came from regional markets Source: Scan data Coles /Woolworths/Bi Lo: Five capital cities vs. all regional exc. NT

R O 3 I x Source: Aztec/Nielsen, Retail World, Adquest Jan - Dec 2008 Rate of return from regional TV was three times rate of MTV

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