JWE Portfolio 2012

Kids Drive Cookie Consumption inHispanic HH

• Cookie penetration index for HH withoutkids is 67, while penetration index for HHwith kids is 118.

• Hispanic HH are larger and younger thanAnglo families…and they all lovecookies.

Creating Impactful Packaging thatTalks to Kids

• Kids connect with images that betterrelate to their daily lives. Packaging thatcreates that connection scores high withkids.

• Gamesa is refreshing its packagedesigns to increase appeal to kids, withcharacters and images that are modern,active, and approachable.

Timing• P6W1 US warehouse

New Package Designs That BetterConnect with Moms and Kids

Current Design

New Design

NO CHANGES

IN UPC, SPECS OR FORMULATION