Mini failure factors

Expectations

Fisherman’s Friend Image

Category values

Category likes/ dislikes

PROfresh mood board

Draft design

Fisherman’s Friend Pro Fresh Norway, Holland, Germany January 2010 ©2009 Healthy Marketing Team. All Rights Reserved.

You need a solid step by step process to transport the insights from consumer data to brand design: HMT Healthy Innovation Process Step 1 Category Direction Step 2 Brand Acceleration Step 4 Testing Consumer concepts What game are we playing in? Where to play? Category positioning roadmap How to play? Which concepts fit your brand? Defined brand & data-proven concepts What will it look like on-shelf? Tested concepts ready to roll Finished products on shelf Step 5 Designing Identity & products Ongoing Consumer Research Consumer Trends and Market data Step 3 Prototyping Product concepts What is the taste and does it fit the concept? BRIEF Products with flavour and taste Which concepts consumers will buy?

FourFactors TM From Theory to Award-winning Practice Concept 3: Fresh fries WHO NEED THE PRODUCT Who: Investors When: With Family Why: Traditional meal Flavour INGREDIENTS Cutting back on SALT/ FAT Especially SATURATEd FAT Trend to FARMERS MARKETs BENEFITS From nature Lower fat Tasty Full of flavour BRAND Natures goodness Field/farm fresh Provenance Heritage

– “ Better targeted products, – faster to market ” Our promise

What is scary about this? – Consumers have more reasons than ever to REJECT your brand.

Motivation vs Permission – Consumers motivated by needs and benefits – Ingredients can provide a reason to believe – And increasingly… a reason to reject

A new marketing reality RTB RTR

Part 1: Research & Findings

Profresh Breath Mint Concept and Taste Test Norway, Holland, Germany January 13, 2010 Fisherman’s Friend

The Concept You want to have fresh breath Introducing Fisherman’s Friend Pro Fresh breath mints, with breath-freshening herbs Instant and long-lasting mouth refreshment that you can take anywhere From a brand you know and trust – Fisherman’s Friend Comes in mint and fruit flavors

Flavors Tested – Blueberry/Pomegranate – Lemon/Lime – Vanilla Mint – Peppermint Measures of interest include: – Overall Taste – Flavor (Sweetness) – Intensity of Flavor – Refreshing – Long-lasting – Product Fit with Brand – Purchase Intent – Overall Rating

Pricing Summary NorwayHollandGermany Tic Tac* Smints* Frist*1.10NA King*NA.75NA Wrigley’s Airwaves*NA 1.79 Vivil*NA.95 Wilhemina*NA1.90NA Market Average Pro Fresh Range (Euros) It appears that the ProFresh concept can carry a premium price position in both Norway and Germany, but consumers see the price range in Holland as more parity. * Actual in store price survey via HMT

Flavor Summary Based on key metrics (“taste”, “sweetness”, “intensity”, “refreshment”, “duration” and “product fit”), Peppermint is the preferred choice across all geographies, followed by Mint Vanilla and Lemon-Lime ( which are comparable) and lastly Blueberry Pomegranate. While Blueberry Pomegranate scores lowest overall, it appears to exhibit a strong “love-hate relationship+ in Norway- with high polarization on the Overall Rating (equal % rating in both the highest and lowest levels) This suggests it may have some strong strategic role that builds on the Fisherman’s Friend flavour imagery and provides competitive distinction. Lemon/LimeBlueberry PomegranatePeppermintMint Vanilla 3 country Total 3412 Norway2413 Holland4312 Germany3412 Munich3412 Frankfort2314 Rank based on numerical score of key metrics

Flavor Summary Interestingly, the average Top 2 Box Purchase Intent scores of the flavors by country parallels the ranking and total scores for the concept key metrics (Purchase Intent, Believability, Uniqueness, and Liking). Concept Key Metric Total PointsAverage Flavor Top 2 Box Inclination to Buy Germany18453 Norway16348 Holland13841

Flavour Summary Lemon-LimeBlueberry Pomegranate PeppermintMint Vanilla Norway 43% More natural Less Sweet 45% Too chemical/artificial Less sweet Less fruit Too sour 24% Stronger More mint 43% Stronger Too Strong Poor combination Holland 58% Less fruit Poor combination More mint 56% Too chemical/artificial Too sweet Poor combination 37% Too strong More mint 44% Poor combination Don’t like vanilla Germany 26% More mint More natural Sweetener 32% Too sweet More refreshing 33% Sweeter Less intense Milder Too hot 30% Less sweet More sweet More mint Rejecter Open ends Consistent top 3 favorable open ends are “Fresh”, “Tastes Good”, and “Long Lasting”.

Brand Imagery for all Brands: Norway Q8.1 Thinking about brands of breath mints, please select which ONE BRAND best represents the following attribute: Total Respondents Fisherman’s Friend clearly wins in Norway, where its heritage is so strong; Frisk is the only brand that is slightly competitive, beating Pro Fresh on Freshens breath and right behind Pro Fresh on Refreshing NORWAY

Brand Imagery for all Brands: Holland Q8.1 Thinking about brands of breath mints, please select which ONE BRAND best represents the following attribute: HOLLAND Total Respondents Holland consumers provided the most diverse brand imagery; as in the other countries, Pro Fresh inherits traits like Strong taste and Cough relief from its parent brand; Tic Tac and Smint are known for a completely different set of attributes – Smint is notable for owning Sugar-free and Modern, while Tic Tac has strengths in reliability and well-known brand.

Brand Imagery for all Brands: Germany Q8.1 Thinking about brands of breath mints, please select which ONE BRAND best represents the following attribute: GERMANY Total Respondents All other brands are masked by the strength of Pro Fresh and Tic Tac; Wrigley Ex Pro owns a single brand equity attribute: Backed by pharmaceutical heritage

Brand Imagery for ProFresh and TicTac: Germany Q8.1 Thinking about brands of breath mints, please select which ONE BRAND best represents the following attribute: GERMANY Total Respondents Fisherman’s Friend Pro Fresh imagery is built upon cues from the original brand: Strong Taste, Clears the Throat, Effective Tic Tac is weaker on most attributes, but beats Pro fresh on reputation and matches it on honesty, relevance and reliability

You want to have fresh breath Introducing Fisherman’s Friend Pro Fresh breath mints, with breath-freshening herbs Instant and long-lasting mouth refreshment that you can take anywhere From a brand you know and trust – Fisherman’s Friend Comes in mint and fruit flavors

You want to have fresh breath Introducing Tic Tac breath mints - just right for your busy lifestyle Carry them anywhere for instant mouth refreshment From a brand you know and trust Comes in a variety of mint and fruit flavors

You want to have fresh breath Introducing Smint pastilles - oral refreshment while fighting tooth decay From a brand you know and trust Now with Xylitol to help prevent cavities, along with providing “kissable” breath. Available in mint and fruit flavors

You want to have fresh breath Introducing new Wrigley's Extra Professional Mints with micro- granules, for a noticeably clean mouth feeling – noticeably and gently cleans the tongue and mouth! Provides oral care for in-between brushing morning and night, giving you a noticeably fresh, clean mouth feeling. Thus, the sugar-free mint is a practical supplement to your daily oral hygiene. Available in mint and fruit flavors

Part 2: From Research to Results Where to play? How to play?

Who will buy it?

How to play?

FourFactors TM

FourFactors TM From Theory to Practice... Concept 3: Fresh orange juice WHO NEED THE PRODUCT Who: Investors When: With Family Why: Healthy breakfast Flavour INGREDIENTS Cutting back on SUGAR Especially SATURATEd FAT Trend to FARMERS MARKETs BENEFITS From nature Natural sugar Tasty Full of flavour BRAND Natures goodness Field/farm fresh Provenance Heritage

Communicating the desired positioning… (to a tired retailer) – For... – Fisherman's Friend Pro Fresh is the... – Which gives the most... – Because of... – Target group Place yourself in the category What only your brand can do (reason to believe) – competencies, brand and ingredients Snappy summary proposition: (EG: Game of the Gods)