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

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 12

retail execution 13 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 14 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 15 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 casesminimum 2 cases* *Dual sided header card with 3 bottle DWAP lockup on backside

16 trimester I sell sheet the tri I sell sheet is on google drive and includes customizable areas for local pricing/promotions front back

sleep trial in national accounts 17 shopper programs in national accounts will drive trial at the point of purchase neuro SLEEP 14.5 oz expires 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 18 SLEEP trial programs are currently in negotiation on several other top accounts, nationally load to card/reward program sampling app 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