04/24/2013

tri 3 marketing programSONIC8/1/13

anchor programing 2

neuro builds each trimester around anchor programs focusing on individual skus

SONICpower up.

summer of BLISS

tri 2 2013(may -aug, 2013)

tri 3 2013(sep -dec, 2013)

sleep tightelite sleep

experiences

tri 1 2014(jan - mar, 2013)

trimester 3 strategy

• create an integrated 360 degree campaign to build awareness and understanding of SONIC among women age 18 – 34.– given limited field marketing resources focus majority of

our efforts on colleges.

• clearly position the benefit of SONIC in a way that is broadly appealing using the energy drink category as a frame of reference.– SONIC energizes your life and helps you focus on what

matters.

• leverage the consumer passion-point of music to bring the benefit of SONIC to life in a compelling and engaging manner.

3

SONIC energizes your life

• product promise– SONIC energizes your life and helps you

focus on what matters.• increases alertness• promotes concentration• supports mental performance

• welcome to the next evolution of energy. with none of the big rush, crash and jitters of traditional energy drinks, neuro SONIC® provides great taste and sustained, focused energy, all with about as much caffeine as a cup of coffee. drink it in and bring it on.

4

5we’ll energize our consumers with the power of SONIC

field sampling& more go zones

power up. download.

trade program

college activationsuniversal music college tourher campus

SONIC your way social campaign

targeted ads

pr outreach &

buzz

SONICpower up

SONIC power up is an integrated, multi-phase campaign to bring SONIC to life

retail activation 6

SONIC will energize one winner’s music collection with downloads for life!

everyone who enters will receive one free download.

SONIC energizes and powers you up with access to your favorite music.

power up. download. details partnership with universal music group for consumers to win downloads from an unprecedented catalogue of artists

• text to win downloads

• 1 winner receives downloads for life

• everyone who texts receives a free download

 • reversible holiday

version of POS

• download redemption cards for dealer loaders

• timing: 9/15-12/31

Neuro reserves the right to make minor changes to the creative with customers’ approval prior to launch

incentives to power up the trade

• $5 download cards for dealer loaders and sales rep incentives

• exclusive artist merchandise and memorabilia, including signed gear and limited edition items

• neuro internal incentives for field sales & key account teams

• Elton John Aids Foundation Academy Awards party trips for select partners

in addition to the consumer facing opportunity and profit story, the tri iii anchor program will be supported by customer and distributor incentives

key dates 9

6/10 -retailer/distributor presentations begin

9/1 -orders placed via the webstore

9/15 -program goes live in the Trade

12/31 -promotion ends

here are the key dates for tri iii activation

10more go lounges and study breaks

• consumers will be invited to energize and power up on campus at SONIC study breaks and at hot events in the more go lounge.

neuro SONIC: branded assets 11

vehicles, banners, and other branded assets will help bring SONIC to life

SONIC shirts

add additional

universal music college activation

• partnering with universal music group to stage branded events in over 40 campuses nationwide.

• sampling SONIC and helping energize the campus in conjunction with on-campus reps through over 80 events.

• attendees will have the opportunity to win free music for a year and one in two will win a free download or free neuro.

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tour will include 80 events at 40 campuses 13

University/College Market/City

Howard University WASHINGTON, DC

University of South Carolina COLUMBIA, SC

American University WASHINGTON, DC

Texas Southern University HOUSTON, TX

Michigan State University DETROIT, MI

University of Michigan ANN ARBOR, MIGeorge Mason University FAIRFAX, VA

Ohio State University COLUMBUS, OH

University of Wisconsin MADISON, WI

University of Colorado, Denver DENVER, CO

University of California, San Diego SAN DIEGO, CAUniversity of California, Los Angeles LOS ANGELES, CA

University of Washington, Seattle SEATTLE, WA

University of Pittsburgh PITTSBURGH, PA

Arizona State University TEMPE, AZBerklee College of Music BOSTON, MA

Florida A&M University TALLAHASSEE, FLUniversity of Miami MIAMI, FL

Temple University PHILADELPHIA, PAFashion Institute of Technology NEW YORK, NY

San Francisco State University SAN FRANCISCO, CA

Northeastern University BOSTON, MA

Michigan State University DETROIT, MI

Clark-Atlanta University ATLANTA, GA

University of Kentucky LEXINGTON, KYUniversity of Miami MIAMI, FL

Hampton University HAMPTON, VASouth Carolina State Unviersity ORANGEBURG, SCBelmont University NASHVILLE, TNYale University NEW HAVEN, CTDuke University DURHAM, NC

University of Southern California LOS ANGELES, CA

her campus survival kits

• partnering with her campus to introduce nuero SONIC to 250 campus leaders and inspiring them to share the love.

• inclusion the fall college survival kit.

• digital and social media support reaches over 1 million female college students.

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fan engagement: SONIC flavor creator

• give neuro fans the opportunity to create their own flavor and bottle design for SONIC.

• fans use microsite to select their flavor and to customize the bottle design

• fans vote on the top submissions

• celebrity panel to pick the winner from the 10 finalists

• grand prize winner gets $10,000 and a year supply of their own flavor in their own packaging

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targeted advertising• adding targeted adverting in key markets

– media includes trolley wraps, trolley sides, taxi tops, urban panels, digital media, and print

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art TBD

more SONIC buzz on the way 17

music video integrations

nylon magazine feature