our largest marketing campaign ever 1 1 million FREE bottle giveaway to consumers driving $2.5 million in retail sales multi-million dollar media budget driving over 580,000,000 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 with us campaign highlights 4

SLEEP creative digital display

SLEEP microsite

digital media delivering 580MM impressions Optimize a range of digital media to build awareness and conversion of 1 million free bottles of SLEEP.

jimmy kimmel live integration 8 integration with jimmy kimmel live week of februrary 3 rd national, live, in-show 1x :90 second branded comedy piece :10 second in-show audio/visual bumpers regional tv spots (supplemental :30 seconds) new york los angeles chicago philadelphia san francisco boston dallas houston

neil patrick harris original content 9 neil patrick harris and SLEEP music video coming to the digital world the week of february 3

sleep with SLEEP hotel sampling program 10

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.

retail execution 12 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 13 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 14 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