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04/24/2013 1/30/2014

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Agenda 2 2013 Results 2014 Early Trends First Trimester Opportunities Moving Forward Retail Value $2.49 EDL Cold Vault Sets Boston Media Campaign T1 Sleep Viral Executions BOY Meetings

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2013 At A Glance 3 Tedeschi Revenue

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Consumer awareness building in key markets 4 Boston velocity outpacing Total US SONIC Velocity % Chg vs YAG Boston is outpacing Total US in velocity growth The Tri 3 SONIC regional marketing effort in Boston is paying off Better distributor performance to activate the marketing messaging helps drive velocity Source: IRI Boston Convenience through October 6 2013

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Consumer awareness building in key markets 5 New England velocity outpacing Total US SONIC Velocity % Chg vs YAG New England is outpacing Total US in velocity growth The Tri 3 SONIC regional marketing effort in New England is paying off Better distributor performance to activate the marketing messaging helps drive velocity Source: IRI New England Convenience through October 6 2013

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neuro goes primetime

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2014 trimester 1: SLEEP 7 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

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2014 trimester 1: SLEEP 8 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

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consumer campaign overview 9 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

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SLEEP creative digital display

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SLEEP creative alternative copy lines

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SLEEP microsite http://www.brokaw.com/dev/neuro/

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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

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

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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.)

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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.

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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 18

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free SLEEP retail program 19 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

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Small Format Pricing Calendar 20 Small Format Recommended Pricing Architecture *WholesaleMonthsEDLP DiscountEDLP NetUnits / CaseUnit CostMSRPPenny ProfitMargin $22.008$6.00$18.0012$1.50$2.49$0.9940% $22.004$8.00$18.0012$1.502/$4$0.9925% Feature Frequency Priority Months March, May, August, October Pricing is subject to change at the sole discretion of neuro *Preliminary pricing recommendation

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Summary/Next Steps 21 -Process/Details/Timing around price change proposal -$18.00 wholesale -$2.49 Retail -Logistics/Timing upcoming Cold Vault Sets -Boston Media Campaign -Hasty Pudding Opportunity? -Trimester 1 Sleep Execution -Upcoming Events (Fenway College/Fox 25 Events) -Schedule Next Meeting