DASANI Sparkling CompetitiveFebruary 2014

La Croix - Executive Summary

Promotions:La Croix’s Be Merry & Lite Pinterest Contest- Consumers were asked to create a Holiday Entertaining pin board of La Croix recipes for a chance to win a Girls Getaway beach vacation. The contest was launched 11/25/2013 and ended 1/2/2014. La Croix promoted the contest through all owned channels (twitter, facebook, instagram, pinterest).

Warm Up Your Winter Sweepstakes- La Croix is promoting a sweepstakes for fans to win a $200 AMEX Gift card. Fans are asked to post on La Croix’s Facebook page a picture or comment to be entered into the sweepstakes. Winners will be chosen by the brand and not on a voting basis. Participants are allowed 3 chances to enter with 3 winners chosen. - 627 likes on the post, 53 shares of the post

- “Calorie-free, Sweetener-free, Sodium-free”, focus on nothing artificial, 100% natural flavor; specifically mentioned on product can

- Messages center around healthy habits and choices – specific recipes, fitness and nutritional facts, importance of drinking water

- Female target – younger adult/single women; health conscious, images of fit women, messaging in social media focuses on feminine fitness and activities

- Brand persona- fun and flirty, bright colors, girly images and phrasing- Sold online; promoted through owned channels (e.g facebook, instagram, pinterest, twitter)

La Croix - Website

Home Page

• Product- focused• Messaging focused on flavor• Emphasizes on 100% natural sparkling water; calorie-sweetener-sodium free• Links to recipes, store locations, nutritional facts; social media (facebook,

twitter, pinterest, youtube)

Product Tab

• Product Line-up (Flavors):- La Croix Curate- Peach Pear- Pure- Coconut- Lime- Lemon- Orange- Berry- Cran-Rasberry,- Pample-Mousse (Grapefruit)

Product Tab

Aquafina FlavorSplash Sparkling - Executive Summary

- Messages center creativity – “Make A Splash”; inspiring teens to show individuality though statements like “feelin’ good” and questions like “show us your creativity”; heavily centered around music talent

- Female & male target – pre-teen/teenage girls; bright colors, Austin Mahone & Kat Graham pop singer music sponsors

- Brand persona- energetic and creative, bright colors, youthful imagery, playful product names (e.g “Berry On,” “World Peach,” and “Color Me Kiwi”

- Only paid media is “Creative Splash” commercial launched Jan 2014; no print media

Promotions:

Aquafina Sparkling Flavor Splash Free Friday Download- Aquafina is promoting a coupon for a complementary bottle of Aquafina FlavorSplash Sparkling. Fans can download the coupon every Friday from a computer, phone, or tablet. The complementary sample can be picked up from a variety of locations such as convenience stores and supermarkets.

#DrinkUP glasses- Aquafina is having a contest for fans to win two customized glasses that are labeled “DrinkUp”. Contestants are entered into the contest by Retweeting and Following @URH20. The winner for the contest will be chosen at random by Aquafina panel.

Aquafina FlavorSplash Sparkling - Website

Home Page

• Product focused • Messaging focused on flavor• Emphasis on “Water is Good For You”• Links to social media (facebook); product locator

Product Tab

• Product Line-up (Flavors): - Peach Mango- Mixed Berry- Kiwi Strawberry

Product Line

FlavorSplash

Sparkling ICE - Executive Summary

Promotions:

#SummerBetter Contest-Sparkling ICE is promoting an Instagram contest though owned channels (facebook, instagram, twitter). Fans are asked to snap a creative picture of how they drink Sparkling ICE on a summer day to be entered into contest. Grand prize includes 1 month supply of Sparkling ICE, Sparkling ICE T-Shirt, and Sparkling ICE bag. To enter, consumers follow Sparkling ICE on Instagram, post their picture, tag @SparklingIce, and use the hastag #summerbtter. The contest was launched 7/1/13 and ended 8/1/13. Three winners are chosen by Sparkling ICE panel of judges.

LPGA Get bold and Adventurous- Fans are asked to take a picture of Sparkling ICE on a golf course and use the hashtag #LPGASparkling Ice for a chance to win a case of any flavor. The contest was launched 1/20/14 through 2/2/14 .All photos will be posted on the LPGA’s Facebook page where fans can “like” their favorite photo. The winner will be chosen based on the most likes.- 78 likes on the post, 1 share of the post

- Messaging centers around the bold side of flavor- “Bold Flavor. Zero Calories. Perfectly Possible.” - Brand encourages customers to share Sparkling ICE product on social media platforms (instagram,

twitter); emphasizing through statements like “ Go Ahead Show Us Your Love. It’s Perfectly Ok To Be Bold.”

- Female target– young adult/active women; health conscious, images in outdoor settings (e.g flowers, beaches, nature), messaging in social media focuses on “flavors adding color to your life”

- Brand persona- colorful and fun, bright colors, modern, girly phrases, no efforts to include any masculinity

Sparkling ICE - Website

Home Page

• Product- focused• Messaging focused on flavor• Emphasizes on the word “bold”

Ex: Bold side of water, Bold flavors, Be bold• Encourages fans to send pictures of Sparkling ICE on social media

platforms (instagram, twitter)

• Product Line-up (Flavors):

- Black Raspberry- Cherry Limeade- Strawberry Watermelon - Peach Nectarine- Orange Mango- Coconut Pineapple- Crisp Apple- Lemon Lime

- Kiwi Strawberry- Pink Grapefruit- Pomegranate Blueberry- Mango Lemonade- Classic Lemonade- Raspberry Lemonade- Lemonade with Tea- Strawberry Lemonade - Peach Lemonade

Product Line

Product- Sparkling Ice Lemonade