1. PREPARED FOR: PREPARED BY: JULY, 2011 POLAND SPRING UPPER EAST SIDE SATURATION PROGRAM

2. BACKGROUND AND PURPOSE Poland Spring Direct the home delivery service from Poland Spring is embarking on an aggressive campaign to stimulate interest and sales in Manhattan. While this program is designed to ultimately roll out to major parts of Manhattan, the New York Metro area and eventually other markets, the initial test was conducted on the upper east side of Manhattan – from 59 th Street to 96 th Street, and from Fifth Avenue to the East River. The awareness building phase of the program will incorporate virtually all of the touch points available in the area – TV, Radio, “out of home” messages on billboards, at newsstands, in bus shelters, on phone kiosks, in subway stations, on “Urban Panels”, and in personal care establishments (Salons/Spas/Gyms/Health Clubs.) Additionally, there will be a series of efforts specifically designed to stimulate activation, among them direct mail efforts, coop ads and newspaper inserts. 2

3. BACKGROUND AND PURPOSE Given that the ultimate objective of the program will be to drive business in this area, the ultimate success or failure of the program will be determined by the number of new accounts activated there. But the long term effectiveness of the efforts needs to be understood in terms of how the various elements might work to stimulate new account activation. With this in mind, research was requested to help determine the awareness of and reactions to the specific elements being utilized in the program, information that will be used to improve the program before it is rolled out into other areas. 3

4. METHOD Due to the unique nature of the areas selected for testing a very specific type of research program was implemented. Telephone interviewing was chosen as the most effective approach to reach this rather small target audience. The first phase of interviewing which took place between April 26 and May 4, 2011, was intended to capture the environment immediately before the start of the program. The second phase of interviewing took place between June 20 and June 28, 2011 which coincided with the end of the program. The purpose of this phase of the research was to measure the impact of the program at its peak. 4

5. Pre Post Base: (150) (152) WHERE BOTTLED WATER PURCHASED 5 One in four residents are currently getting water delivered to their home..but the majority are getting it as part of their grocery shopping. % Boxes indicate significantly higher than other wave at minimum 90% confidence level Don’t show at retail – Don’t want to open up that can of worms Just show delivery and the delivery options Have this towards the back

6. PAST TWO WEEK HOME BOTTLED WATER USAGE 6 Only one-in-eight have consumed home delivered water in the past two weeks….and about half any water in their home Had Any Delivery Store/Delivery Service From water company individual bottles Brought Home From Store No Bottled Water Purchased or Delivered for Home Use % Pre Post Base: (150)(152) Boxes indicate significantly higher than other wave at minimum 90% confidence level Need to add an “any” – which is 100% minus the “no bottled water” Towards the back

7. BOTTLED WATER CONTAINERS USED AT HOME 7 The majority of drinkers are using individual bottles at home. Pre Post Base: (150)(152) Individual (1.5l or less) Bulk/Gallons Watercoolers/Dispensers %

8. % UNAIDED BRAND AWARENESS OF BOTTLED WATER THAT CAN BE DELIVERED TO HOME BY GROCERY/SUPERMARKET DELIVERY SERVICE 8 Poland Spring’s dominance in the NY market includes the brands associations with home delivery – when asked to name the brands they associate with home delivery (by any means – not just Route delivery), more then two-in-three named Poland Spring – 6 times more than any other brand. Pre Post Base: (93)(104) Poland Spring Evian Dasani Fiji Deer Park Aquafina Box indicates significantly higher than other wave at minimum 90% confidence level Put this FIRST – what is the base? Why 93 rather than 150?

9. AWARENESS OF BOTTLED WATER COMPANIES THAT MAKE HOME DELIVERIES 9 More than half of the UES residents are already aware of the availability of PS route services – more than one-in-three on an unaided basis. When combined with aided awareness, and prompted awareness of the PS Direct service, more than half are already aware. Poland Spring Nestle Pure Life Crystal Springs Crystal Rock Just show poland spring – fix up the font for the middle bar

10. ADVERTISING AWARENESS OF BOTTLED WATER COMPANIES THAT MAKE HOME DELIVERIES 10 Close to half already claim to be aware of any PS Direct advertising – orders of magnitude higher than the awareness of OTHER brands. Poland Spring Nestle Pure Life Crystal Springs Crystal Rock Box indicates significantly higher than other wave at minimum 90% confidence level Can combine with prior slide – just show poland

11. LIKELIHOOD TO RECEIVE PS HOME DELIVERY Definitely Would Probably Would Might or Might Not Definitely Would Not Probably Would Not % 11 One-in-nine consumers express a definite interest in PS Direct Delivery – and one in five are positive to it. Over half are negative. % Box indicates significantly higher than other wave at minimum 90% confidence level

12. PURCHASE INTEREST IN POLAND SPRING DIRECT - By Walter Filter Ownership - Definitely Would Probably Would Might or Might Not Definitely Would Not Probably Would Not Box indicates significantly greater than complement at minimum 90% confidence level Letters indicate significantly higher than designated column at minimum 90% confidence level % % 12 Of note, those who use a water filter are FAR less interested in PS Direct than those who do not. % % % % Total Have Water FilterDo Not Have Water Filter (Pre) (Post) (Pre) (Post) (Pre) (Post) AD C A B C D Put at end

13. OVERALL OPINION OF POLAND SPRING DIRECT % 13 Excellent Very Good Good Poor Fair Don’t Know Few UES residents have any negative perceptions of PS Direct. Not surprisingly, a reasonable number do not know – but the overwhelming majority of those with an opinion feel it is AT LEAST “good”. % Box indicates significantly higher than other wave at minimum 90% confidence level Right after awareness

14. % ATTRIBUTE RATINGS FOR POLAND SPRING DIRECT - Agree Completely/Somewhat - 14 Has been around a long time Is an excellent tasting bottled water Provides a convenient delivery schedule Has easy to arrange home delivery Has recently started offering home delivery Is easier than buying water in the store Is a good value for the money Is a higher quality than other brands Is a brand I feel good about using in my home Consumers feel pretty strongly about the quality of Poland Spring Water and the strength of the brand; they are less positive towards some of the characteristic of delivery. Pre Post Base: (150)(152) Average Box indicates significantly higher than other wave at minimum 90% confidence level Right after prior slide

15. % BARRIERS TO HOME DELIVERY - Agree Completely - 15 No room to store the bottles The barriers that consumers articulate towards home delivery are focused on the process itself – room for a cooler, ease of alternative ways to get water, etc. Of note, in the initial wave over 4 in 10 said they had never thought of it as compared to only 1 in 4 in the second wave. SPACE No room for a cooler in my apartment SIZE No room for a cooler in my apartment Can’t handle those large bottles myself DRINKING HABITS I don’t drink bottled water at home I don’t drink enough water MISCELLANEOUS I can easily get the water I need some other way Just never thought of it There might be nobody home when they deliver It’s too expensive The brands I want are not available Pre Post Base: (131)(136) Box indicates significantly higher than other wave at minimum 90% confidence level