DASANI Sparkling Competitive February 2014

1. DASANI Sparkling CompetitiveFebruary 2014

2. La Croix - Executive Summary • “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.gfacebook, instagram, pinterest, twitter) 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 enterwith 3 winners chosen. - 627 likes on the post, 53 shares of the post

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

4. 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. #DrinkUPglasses - 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.

5. Aquafina FlavorSplash Sparkling - Website Product Line FlavorSplash • 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

6. Sparkling ICE - Executive Summary • 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 Promotions: #SummerBetterContest -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

7. Sparkling ICE - Website Product Line Product- Sparkling Ice Lemonade • 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