7 Up Hispanic Jewel

• 1. 7UP Hispanic Program

2.

• Insight

• • The natural message is highly compelling to Unacculturated Hispanic Moms who want to feel they have made a better choice for themselves and their families without sacrificing taste

• Facts

• • Despite not communicating to Hispanics in Spanish:

• • • 7UP is the #1 LL among Hispanics

• • • Hispanics are 22% of 7UP volume nationwide

• Objectives

• • Increase awareness of 7UP 100% Natural Flavors

• • Increase consumption of 7UP 100% Natural Flavors

• Idea

• • Increase awareness via the Deliciosamente Naturales(Deliciously Natural)media campaign and Receta Para tu xito (Recipe for your Success)promotion

• • Increase consumption via Jewel-Osco in-store activity

• • Fully integrate 7UP 100% Natural Flavors message

7UP 100% Natural FlavorsAwareness Drive Unacculturated Hispanics Source: 2006 Simmons, Total U.S. 3.

• Target: Unacculturated Hispanic 24-44 yr old Moms

• The use of delicious, natural ingredients is embedded in Mamas lifestyle - it is inherent because of her Hispanic upbringing, culture and traditions.

• The selection of fresh and full flavor ingredients is routine and often made unconsciously because it simply is her way of doing what is right for her family.

• She believes one of her most important roles is to provide her family with a delicious home cooked meal.

• Hispanics reasons for immigration to the U.S. is driven by economics-they desire to make the American Dream come true aspirations for success with hard work and pass on ambition to their future generations.

Hispanic Strategic Platform Hispanic consumers make tortillas from scratch. Hispanic consumers make fresh salsa. 4.

• Receta Para t uxito Recipe for your Success

• Moms best recipe could win $70,000

• 7UP will inspire mom to enter her favorite 7UP lemon-lime recipe for the chance to realize her vision of success for the betterment of her family

• Telemundo national morning show (Cada Dia) Chef Carlos Fernandez will encourage consumers to submit a 7UP 100% Natural Flavors infused recipe, for the chance to win $70,000

• 7 finalists will be invited on Telemundo morning show, Cada Dia, but only one mom will win $70,000! (One Chicago Finalist Guaranteed)

• Open a business 1st home down payment College Education Fulfill a personal dream

• Integrated consumer promotion includes a TV partnership, celebrity endorsement, and consumer engagement with relevant consumer prize

What is the BIG IDEA? National Program in five select markets Check out the following link for video clips of Chef Carlos Fernandez on Cada Dia http://tv.telemundo.yahoo.com/sabrosazon/index.html 5. 7UP 100% Natural -Receta Para tu xito (Recipe for your Success) Telemundo live in-studio event to air nationally in early August 6.

• How it Works:

• Jewel-Osco consumers will be invited to submit their 7UP 100% Natural recipes at instore events, on-line and via mail and communicated through point of sale during display activity.

• 7 Cooking demos will be held at selected stores hosted by Chef Carlos Fernandez

• 7 Cooking events will be pre-promoted with

• • P.O.S. Material

• • 4 Display cards will be provided for each store

• • 2-3ft by 5ft Window Banners will be provided for each store

• • Recipe Booklets

• • Chef Carlos Standees

• • Radio Remotes

• • 7 radio remotes will support the in-store Demos with Chef Carlos

• • Radio Tags

• • Street Teams Samplings

• • Street teams Prior to the Demos will be on-site communicating promotion

• • Samplings at 12 Pre-determined Jewel-Osco Locations

7UP 100% Natural -Receta Para tu xito (Recipe for your Success) 7.

• Retail activation:

• Mini-recipe booklet neck hanger will be placed on 2L packaging with Chef Carloss favorite 7UP Natural Flavors recipes .A $.50 off IRC (Regular and Diet) will be included within mini-recipe booklet.

• • 30,000 booklets

• Jewel-Osco Promotion specific in-store POS

• • 3ft by 5ft Window Banners

• • 8.5 by 11 Sign Cards

• • Chef Carlos Standees

• In-Store Chef Demos:

• Utilize Chef Carlos as anchor for Jewel-Osco in-store events

• 7UP 100% Naturalbranded kitchen on wheels, sampling, premium and coupon giveaways, etc.2 to 3 hour parking lot event Driving traffic to Jewel-Osco retail location.

• Demos will educate consumers on the healthier preparation of meals using natural ingredients and dishes enhanced with 7UP lemon-lime flavors

7UP 100% Natural -Receta Para tu xito (Recipe for your Success) 8. 7UP 100% Natural - Demos -Parking Lot Rendering 9.