THE NEURO STORY the beginning, the middle and the …

In just two short years with incredible sales and marketing execution with our partners, we have gained National distribution in over 50,000 stores

OVERALL (ALL SKU) BRAND LOYALTY Among regular users, Neuro’s Brand Loyalty is competitive with much older, more established brands Source: Confidential International Consulting Firm Study. 30 Expert interviews, 3084 consumers surveyed, 97 store visits Euromonitor, 2011 Datamonitor, 2011 & 2010 Mintel reports Symphony IRI, & multiple Beverage Publications

SKU SPECIFIC BRAND LOYALTY Neuro Sonic competes with or outperforms like SKU’s of many older, more established brands Source: Confidential International Consulting Firm Study. 30 Expert interviews, 3084 consumers surveyed, 97 store visits Euromonitor, 2011 Datamonitor, 2011 & 2010 Mintel reports Symphony IRI, & multiple Beverage Publications

“Getting it on the shelves so customers can try it is not enough, we want to see velocity growth.” – Merchandising Director, Grocery Chain “To win in functional drinks, you need to build such overwhelming customer awareness and pull.” – VP Sales, Distributor “New products in this category die on shelves unless people are coming into the stores looking for them ” – VP Merchandising, Grocery Retailer The “Operating System for Life” campaign gave us a successful way to talk to the TRADE about Neuro, but…

“They could be the next vitamin water. Cool names and distinct packaging are a big part of their appeal” – Store Mgr Chevron “The packaging looks attractive and powerful…customers are intrigued” – Store Mgr Walgreens “The design of bottle and its functionality help set it apart from the rest.” – Distributor “We’re only at the “Functional Beverage 101 stage.” – Sean Seitzinger - Symphony IRI -2011

Neuro The next great brand?

Great Brands In Today’s World 1.Need To Be Simpler Than Ever To Execute Across Multiple Platforms 2.They Need To Engage … Not Advertise 3.Create Advocates Not Just Consumers 4.Need To Be Founded In The Truth

Iconic Brands Have Depth Of Character (Otherwise Known As Brand Tension)

Jennifer Anniston Innocent Enchantress

Ryan Gosling Sensitive Badass

Some Iconic Brands Do It All

Creating Passion For The Brand That goes Well Beyond Category Expectations

Good Value Down To Earth Traditional Simple Friendly Cheap … Base: BAV USA 2011 FY; All Adults; Derived Stimulus Configuration, Euclidean Distance Model, Two Dimensions, R^2=.624; Target

Good Value Down To Earth Traditional Simple Friendly …Can Be Hip  Trendy  Stylish  Fun  Energetic Base: BAV USA 2011 FY; All Adults; Derived Stimulus Configuration, Euclidean Distance Model, Two Dimensions, R^2=.624; Target

Reliable Trustworthy Straightforward Traditional Friendly Customer Service … Base: BAV USA 2011 FY; All Adults; Derived Stimulus Configuration, Euclidean Distance Model, Two Dimensions, R^2=.624; Target

 Social  Fun  Popular Reliable Trustworthy Straightforward Traditional Friendly Can Be an Experience … Base: BAV USA 2011 FY; All Adults; Derived Stimulus Configuration, Euclidean Distance Model, Two Dimensions, R^2=.624; Target

To Ensure Neuro’s Success 1.We Must Find A Truth That Connects With Today’s Consumer 2.And Create Some Depth Of Character That Enables Us To Go Beyond Category Expectations 3.Build Both Respect and Love with consumers

Respect UNKNOWN KNOWN KNOWN FOR SOMETHING GOOD OR DIFFERENT KNOWN FOR SOMETHING KNOWN FOR SOMETHING I CARE ABOUT Love

Respect UNKNOWN KNOWN KNOWN FOR SOMETHING GOOD OR DIFFERENT Neur o KNOWN FOR SOMETHING KNOWN FOR SOMETHING I CARE ABOUT Love

Our Goal: Sell 3.2 Million Cases Of Neuro In 2012 Creating A Solid And Sustaining Base Of Customers In The US

What we heard from consumers

“An Operating System For Life” is very serious and yet the bottles are so colorful and fun. It just feels weird to me.” - Bob, LA

“Does the product do what it says it will? I love what it says, but how do I know it will really work or is it just more snake oil being sold to us based on our wish to find the perfect solution to our need.” - Maria, NYC

People Are More Likely To Believe Something Is Working If They Can Explain How It Works

The Science Is Strong … We Just Need To Help People Understand It “making it sesame street simple”

Science Alone However, Is Very One Dimensional … It Needs Depth Of Character To Entertain

Respect No Love

Love And Respect

And Where Art Meets Science

Respect No Love

For some, life is just the space between birth and death. But then there are others who seem to live a different life. Experience evangelists. Dream devotees. Peace paramours. Culture creators. They live with excitement and abandon. They light it up.

NEURO | BENEFIT WITH SCIENCE neuro BRAND: The spark than ignites your life neuro SONIC: Increase alertness so you can focus Caffeine fused with L-Theanine neuro BLISS:Reduce stress to keep you calm Chamomile blended with L-Theanine neuro PASSION:Increase your drive to pursue what you love Caffeine combined with L-citrulline neuro SLEEP:Sleep well so you can recharge Melatonin mixed with magnesium neuro TRIM:Control your appetite so you eat less A satisfying portion of fiber neuro SUN :Feel better so you can shine healthy dose of Vitamin D neuro SPORT:Replenish your body potassium mixed with magnesium speak simply & directly explaining what neuro does & why

NEURO | BENEFIT WITH SCIENCE neuro BRAND: The spark than ignites your life neuro SONIC: Increase alertness so you can focus Caffeine fused with L-Theanine neuro BLISS:Reduce stress to keep you calm Chamomile blended with L-Theanine neuro PASSION:Increase your drive to pursue what you love Caffeine combined with L-citrulline neuro SLEEP:Sleep well so you can recharge Melatonin mixed with magnesium neuro TRIM:Control your appetite so you eat less A satisfying portion of fiber neuro SUN :Feel better so you can shine healthy dose of Vitamin D neuro SPORT:Replenish your body potassium mixed with magnesium FOCUS ON THREE MESSAGES

While Specifically Targeting Women Might Seem Easier … We Risk Limiting Our Growth Long Term

[Neuro Consumer Demo] PRIMARY TARGET M/F:50/50 AGE:25-34 yrs. HHI: $75k+ Education: College SECONDARY TARGET AGE:18-24 yrs yrs. PRIMARY TARGET M/F:50/50 AGE:25-34 yrs. HHI: $75k+ Education: College SECONDARY TARGET AGE:18-24 yrs yrs.

experience evangelists dream devotees peace paramours culture creators EARLY ADOPTER ADVENTUROUSBORN TO LEAD SETS TRENDS HEALTH CONSCIOUS FASHION FORWARD SEEK QUALITY BREAK THE MOLD CURIOUS MIND

“I LIKE THINGS THAT ARE NEW AND DIFFERENT” “DARE TO DREAM” “STYLE IS THE ANSWER TO EVERYTHING” EXPERIENCE EVANGELISTS DREAM DEVOTEES CULTURE CREATORS PEACE PARAMOURS “SEE THE BEAUTY THAT SURROUNDS THEM” FEARLESS IN THEIR QUEST FOR THE NEW CURIOSITY AND PERSONAL BELIEF GUIDE THEM THROUGH LIFE THEY WANT THE WORLD TO SEE THEM AS FASHION FORWARD TRENDSETTERS APPRECIATE EACH STEP OF LIFE’S JOURNEY NEURO | TARGET PSYCHOGRAPHIC

Gen C… “connected generation” Digital… It’s efficient and fun

[where we will live]

PRINT

OOH

NEURO | 2012 MEDIA PLAN LIGHT UP THE CONVERSATION LIGHT UP THE WHITE SPACE LIGHT UP THE ENGAGEMENT DRIVE AWARENESS SIGNIFICANTLY INCREASE COVERAGE DIFFERENTIATE BE WHERE CONSUMERS ARE CONNECTING DRIVE SALES ENGAGE CONSUMERS & DRIVE THEM TO STORES

THANK YOU