Wrigley Benefits of Chewing 2006 Public Relations Programs Wrigley Science Institute Incremental PR News Bureau January 24, 2006.

Wrigley Benefits of Chewing

2006 Public Relations Programs Wrigley Science Institute

Incremental PR News Bureau

January 24, 2006

2

BoC Mission and Migration Path

IncreaseAwareness

Enhance Believability

ImprovePerceptions

2005 2006 2007 2008 2009

• Increase consumption of chewing gum

• Increase acceptance of gum chewing

• Increase believability of benefits

• Establish an “emotional” connection

• Increase Wrigley loyalty

• Proactively defend against negative perception/attacks

IncreaseConsumption

• Must be a consistent, multi-year effort

• Science has to lay the foundation for and stay ahead of any PR or communication efforts

• The effect is cumulative over time

• Gains will be more qualitative early on

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Dual-Track Communication Program

2007200720052005 20062006 20082008 20092009Laying the Foundation Building Momentum Enhancing Credibility Gaining Endorsement Making the Claim

Co

nsu

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s/M

edia

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s/M

edia

Pro

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Benefits of Chewing Strategy for Success

Science•To support Messaging

•R&D product development

Consumer Research

•Prioritization•Benefit

messaging•Resource allocation

Alignment with Marketing

Plans•Event marketing•Cause-related

marketing•Possible

advertorials

Public Relations•Consumers

•Media•Influencers

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Focus on most credible/believable pillars in order to…

• Give consumers reasons to believe that chewing gum has health/wellness benefits (advance and leverage the science)

• Give consumers permission to chew (remove the barriers)

• Make chewing gum personally and situationally relevant

• Lead and own the “gum is good for you” space

• Pillars to include:

Consumer Program Strategies

Stress Relief • alertness• concentration • focus

• underway in many Wrigley markets

Cognitive Benefits

Diet/Weight Management

Oral Care

Laying the Foundation in 2005

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2005 Foundation Building Blocks

• Launched Wrigley Science Institute– Hired Gil Leveille as Executive Director – Recruited world-class advisory panel – Organized “soft-launch” of WSI with ED announcement

• Developed Influencer Communications plan • Mapped out Critical Path plan to build BoC

science• Orchestrated first major presence at science

meeting – 2005 ADA FNCE

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2005 Key Learnings

• Science is important to WSI credibility and news generating ability

• Professionals are receptive to BoC but want to see data that support scientific claims

• No one pillar or message works for all professionals; diet and weight management messages seem to be most acceptable as evidenced by strong ADA showing

• Soft-launch of Wrigley Science Institute positioned Wrigley in front of key competitors but competitors (e.g., Cadbury, Hershey) gaining traction

Build Momentum in 2006

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2006 Program Objectives

• Establish Wrigley and WSI as a presence in the three pillar areas through:– Leveraging existing scientific data– Mapping a definitive research plan and conducting clinical studies – Communicating new and developing science through professional and

consumer media, conferences, other means

• Engage Influencers across all three pillars to generate awareness, neutrality/support of BoC proposition– Strengthen our knowledge base in stress and cognition pillars by

engaging key consultants to speed learning curve

• Ensure research and influencer communications strategic plan is aligned with IPR, News Bureau activities and all activities support 2006 consumer objectives

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WSI Strategies

• Focus on positioning WSI the leader and a credible resource of scientific information on BoC

• Identify and engage über influencers to champion the BoC proposition

• Link influencer, news bureau and IPR programming to ensure maximum impact in the market

• Proactively monitor competitor and antagonist threats, and balance potentially negative news with positive messages

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WSI Target Audiences

• Key Influencers– Weight Management

• Physicians, RDs, weight experts• Food technologists• Recognized diet/weight control programs• Celebrities• Science societies

– Cognition• Educators• Psychologists• Coaches• PTA• Military• Others

– Stress • Work site wellness and occupational health experts• Mental health experts• Physical therapists• Others

13

WSI Advisory Panel

• Build on momentum from inaugural meeting by continuing to cultivate and engage AP members – Second meeting scheduled for May-June

• Identify opportunities for collaboration– Grant to Dr. Tom Wadden/Univ. Penn. study on gum

chewing impact on weight control– Engaged Molly Gee on IPR activities (“Mindless

Munch”; 2006 NNF meeting)– Determining opportunities for collaboration in

cognition and stress areas

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Influencer Communications Strategic Plan

• Wrigley 410 Database – Refine database protocol to ensure maximum utility– Continue to populate database to include key thought

leaders and influencers who can generate awareness and acceptance of BoC

• Influencer desk side visits – Conduct desk side visits with up to four major

academic centers, government agencies or media

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Influencer Communications Strategic Plan

• Core materials/Extranet/Web presence – Refine core messages and supporting proof points– Create media/Influencer kit

• Statement of scientific purpose

• Executive Director welcome letter

• WSI background materials

• Pillar Fact Sheets

• Bibliography of existing science

• BoC news releases and related media clips

• Periodic newsletter communique– Up to four newsletters sent to 410 database, other lists including

member lists (e.g., ADA spokespersons)

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WSI 2006 Scientific Meetings

• Support WSI presence at key scientific meetings across three pillars– Attend/participate in two major meetings or three to four

small meetings, for example:• (Nutrition News Forecast, Vancouver, BC May 4-7)

• ADA FNCE, Honolulu, HI (Sept. 16-19)

• Work, Stress and Health, Miami, FL (March 2-4) (TBD)

• Cognition (TBD)

• Stress (TBD)

• Maintain master calendar of scientific meetings/symposium and key influencer events– Develop master calendar arranged by date, pillar and geographic

region

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WSI Science Communications

• Professional and Science Influencer Media Outreach– NHANES submission for Experimental Biology

• Limited media outreach (e-mail pitch with follow up phone calls)

• Data pulled through IPR and News Bureau activities and materials

– Identify two to four outreach opportunities to support WSI emerging science or thought leadership in support of:

• Scientific meeting presentations

• Publications in peer-reviewed journals

– Post-advisory board media outreach in concert with consumer outreach

Measuring Success in 2006

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• Influencer Benchmark Project – Designed to gauge impact of outreach and education efforts over time

by tracking:• Awareness of and beliefs about BoC• Awareness and acceptance of scientific data on BoC• Perceptions of the need for science to prove aspects of BoC pillars

– Telephone interviews to be conducted with key stakeholders • Interview 410 database members

– Influencers: Up to 40 interviews with professionals including diet and weight management professionals, psychologists, educators, other stress and cognition experts

– Professionals: Up to 300 interviews in North America and 100 in UK

• Identify specific benchmarks prior to each scientific meetings – Contacts developed– Number of booth visitors– Materials distributed

Measurement

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WSI Timeline (January – June 2006)

Jan ‘06 Feb ‘06 Mar‘06 Apr ‘06 May ‘06 June ‘06 July ’06

Ongoing project coordination

Planning

Second WSI AP Meeting

NNF Meeting

Work, Stress, Health 2006

Experimental Biology

Desk side briefings

Influencer Benchmarking study

WSI Research Program

Incremental Public Relations

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Overview of 2005 Incremental PR

• College campus tour to 11 markets in North America – 8 colleges in the U.S.– Integration with Big Red/Winterfresh in

U.S.

• Partnership with The Princeton Review– Survey, spokesperson, Study Hall Web

site, e-mail opt-in, media relations

• Local-market and national media push– Satellite media tour, radio media tour,

audio news release, PR News Wire, one-on-one follow-up pitching

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Incremental PR: Overview

Objectives• Continue to bring the BoC platform to life • Accelerate believability and acceptance of BoC by reaching

directly to consumers• Test delivery of BoC messages• Continue to reinforce long-term goals of BoC

– Increase believability of benefits of chewing– Increase acceptance of gum chewing– Establish an “emotional” connection– Increase Wrigley loyalty– Increase consumption of chewing gum – Proactively defend against potential issues

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Incremental PR: Overview

Strategies• Build on what’s working and reinforce messages• Refine and refresh program based on ’05 key learnings• Continue to leverage the “point of need” to increase

awareness for BoC

• Build relationships with targets by connecting “real life” experiences with BoC

• Harness the power of third-party experts and advocates to enhance credibility of the Wrigley BoC messages

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Incremental PR: Recommended Approach

• Expand and enhance 2005 IPR college program success

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Incremental PR: Recommended Approach

• Wrigley continues as “Official Sponsor of Finals Week”– Repeat to “own” and deepen relationship with target,

connect Wrigley chewing gum to helping improve concentration, focus and stress • Not “one-off” activity; has legs to expand and enhance

– Target audience still relevant: Give teen/young adult target more reasons to chew, or chew longer

– Messages on-target and believable– Media intrigued and there are continuing opportunities

for coverage– Supports overall BoC mission

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Incremental PR: Recommended Approach

• Seek ways to further integrate with Wrigley brands for long-term ownership of program – Additional funding can increase reach

– Go big with sales, retail promotion extensions

• Consider additional brands that might get involved (Orbit, Extra, Eclipse)

• Leverage contract with The Princeton Review– Existing partnership continues through Spring Finals

until June 2006

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Incremental PR: 2005 Key Learnings

• Successful in direct reach and message delivery to consumers– Strong attendance and participation at college events

• Provides multiple touch points with key targets (on-site, online, WOM, media)– Opportunity for long-term brand alignment

– Giveaways (branded and unbranded) attract attention and drive participation/traffic

• Partnerships with existing campus events extend BoC message, add credibility and “implied” endorsement from schools

• More media appeal at local level– College newspapers and radio are responsive

– Local market radio can be cost-effective, key driver of messages

• National media outreach requires stronger facts (research) and science-based expert for soundbites

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Incremental PR: Overview of Tactical Plan

Benefits of

Chewing

Cognitive and

Stress Pillars

On-Campus Program

Grassroots MediaOutreach

Live experiences Sampling Pre, post-event awareness Ambassadors

Radio promotionsLocal, campus print and broadcast news Online

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Incremental PR: Wrigley Owns Spring Finals

• Remind 2005 colleges about key BoC messages

• Expand program to new campuses

• Refine live experience events to deliver maximum traffic and impact

• Add more pre and post-event education and awareness

• Continue to tap into existing campus events and resources

• Develop more ways to involve brand, sales team for added promotional support

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Incremental PR: Maintenance Program

• Remind and reinforce BoC messaging with students touched in ‘05– Strong opportunity for Wrigley brand(s)

• Leverage database of names collected via surveys, drawings– Send Wrigley Good Luck e-cards with

coupon/sample during finals month; forward to friends option extends touchpoints

– Offer chance to participate in new, online sweepstakes for $1K in tuition/books

• Identify students or organizations on select campuses to hand out Wrigley gum, premiums during ’06 finals

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Incremental PR: College Campus Events

Live Experiences• Take Wrigley Gum Lounges to new

campuses– Focused activity on two days (versus three)

– Continue working with brands to identify target markets, demographics

• Add new, interactive programming to increase traffic– Keep massages, music, consider adding digital

photos

• Continue to offer “must have” giveaways– Incent with valuable drawing ($1K tuition/books

prize)

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Incremental PR: Pre, Post-Event Awareness

Pre-event• Add more promotion customized to each campus

– Posters, flyers, college website, email messages• Leverage advertising added value opportunities in

campus markets• Tap brand to consider local market in-store

sampling/promotions

Post-event• Identify on-campus ambassadors for added push

– RAs, student government leaders, Greek system– Provide gum, branded giveaways for other targeted

activities on campus– Share success stories (online presence via Wrigley.com

or blog)– Solicit ongoing feedback

• Leverage database of names collected via surveys, drawing– Strong opportunity for brand

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Incremental PR: National Student Outreach

• Add new, online viral push to college students

– Sweepstakes for $1K tuition, books

– Refer-a-friend promotion

• Conduct Wrigley/Princeton Review co-branded e-mail campaign to Princeton Review partner opt-in database (approx. 100,000 users) – May 2006– Opportunity for brand sampling,

couponing

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Incremental PR: Media Outreach

• College, local market print and broadcast

– Release via College Newswire and top 100 school newspapers, local TV and radio

– Add radio promotions in each market

• Include listener call-in contests, DJ “editorial” banter, Wrigley giveaways

– Consider media tour featuring credible spokesperson

• Possibly strong, relevant expert affiliated with college (such as school psychologist)

– Send Wrigley Finals Week Care Package mailers to select media

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Incremental PR: Media Outreach

• Target long-lead media (women’s general interest, parenting, college and teen publications) for Spring stories – Offer Finals Week Care Package as reader giveaway– Offer interviews with expert spokesperson (AP member)

• Mat release to weekly newspapers– Re-package news from ’05 survey, add quote from

psychologist (AP member)

• Conduct audio news release with expert

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Incremental PR: Program Extensions with Marketing Resources

• Further integrate with Wrigley brands for long-term ownership of program – Additional funding can increase reach

• Extend maintenance program to more campuses

– 8 Wrigley Gum Lounges in 2005

– Work with student organizations to remind and reinforce BoC messaging

• Sampling, branded premium give-aways

• Campus signage, flyers, e-mail push

• Advertorials in campus and local newspapers

– Retain brand ambassadors for sampling as students enter final exams, provide samples to professors and administration

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Incremental PR: Program Extensions with Marketing Resources

• Visit more campuses for Spring ’06 Finals

• Extend Princeton Review partnership

– Sponsor Study Hall, e-mail push again

– Re-field survey; annual survey tracks progress

• Travel expert spokesperson to more local markets for media interviews

• Add more prizes and giveaways, possibly with increased value, for national, campus drawings

• Leverage opportunities with retail and/or tie into existing promotional events– On campuses, in local markets– Leverage Wrigley local sales via tool kit

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• Take Wrigley Gum Lounges to campuses for Winter Finals

– Consider contest “Why should the Wrigley Gum Lounge sponsor finals at your school? “ for wave of pre-publicity

– Leverage brand(s) existing magazine and online ad buys to promote contest

• Add diet/weight management program

– Walk & Chew Gum

Incremental PR: Program Extensions with Marketing Resources

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Incremental PR Timeline (January – June 2006)

Jan ‘06 Feb ‘06 Mar‘06 Apr ‘06 May ‘06 June ‘06 July ’06

Radio promotions – negotiate and execute

Finals Reminder - identify, recruit, train, deploy ambassadors; leverage student database

Media Outreach (Short Leads)

“Official Sponsor of Finals” Events; Pre/Post –Event

Awareness

Wrigley Owns Spring Finals - refresh content and plan logistics

Mat Release

Media Outreach (Long-Leads)

National Student Outreach

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Incremental PR: Proposed Metrics

• 2006 College Program Goal Total impressions: 676,410 – 877,512 (6 campus events, 2 days each)

• 2005 College Program ActualTotal impressions: 893,000 (8 campus events, 3 days each)

Incremental PR: Metrics

* New in 2006

PROGRAM ELEMENTS 2006 GOAL(Total)

2006 GOAL(Per Market, 2

days)

2005 ACTUAL(Per Market, 3

days)

GRAND TOTAL 676,410 - 877,512    

*Total Finals Reminder (4 campuses) 30,000 – 42,000   N/A

Gum samples distributed 20,000 – 28,000   N/A

Premiums distributed 10,000 – 14,000   N/A

Total On-Campus program(6 campuses, 2 days at each event) 370,410 – 460,512 61,735 - 76,751 96,000

Number of gum lounge attendees average enrollment of 30K – reaching 40%-50% of students X 3.5 in 6 markets 252,000 – 315,000 42,000 - 52,500 65,875

Number of students entering sweepstakes1.75% of students attending gum lounge 4,410 – 5,512 735 - 918 1,212

Gum samples distributed40-50% of average enrollment in 6 markets 72,000 – 90,000 12,000 - 15,000 18,250

Branded giveaways and tips 42,000 – 50,000 7,000 - 8,333 10,750

Total On-line activity 276,000 – 375,000   125,000

Tuition contest 25,000 – 50,000   N/A

Princeton Review mailing 125,000   125,000

*Online viral outreach (e-card with refer-a-friend) 126,000 – 200,000   N/A

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Incremental PR: Metrics

MEDIA OUTREACH2006 GOAL(6 markets)

2005 ACTUAL(8 markets)

GRAND TOTAL 20.5 - 51 MM 12.4 MMLocal market and college outreach (Print and broadcast for 6 markets)

1.5 – 3 MM

Mat release 4 – 6 MM

Long-lead magazines 7 – 30 MM

Radio promotions (Based on 6 markets)

4 – 6 MM

ANR 4 – 6 MM

Incremental PR OptionDiet & Weight Management

(To Be Considered If Brand Funding Available)

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Incremental PR Option

• Test Diet/Weight Management pillar through event and series of activities that reach directly to target audiences– Refine “Walk and Chew Gum” idea

46

Diet & Weight Management:2005 Key Learnings

• Content resonates with media and consumers– Plays well in print and broadcast

• High level of evidentiary support that “small lifestyle changes” can make big difference in consumers’ lives

• Chewing gum substitution message is believable

• Fits with potential brand goal to leverage New Year’s resolution angle

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Diet & Weight Management:Tactics 2006

Benefits of

Chewing

D&WM Pillar

Live Experiences

Virtual Challenge

Partnership Sampling Media Events

Web site Sampling Media

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Diet & Weight Management:Walk & Chew Gum

• Show consumers that losing or maintaining weight can be as easy as “Walking and Chewing Gum”

• Develop integrated programming to deliver key BoC message– Tap into expert walking/fitness spokespeople – Create branded information for program

participants– Sample product and identify relevant co-op

programming

• Leverage research as appropriate (e.g., small change study)

• Two possible executions:– Live Experiences (mall walking)– Virtual (challenge)

49

Diet & Weight Management:Live Experiences

• Consider partnering with malls (as long as demographic is appropriate)

• Host “Walk and Chew Gum” events– Invite expert “guest walkers” – Conduct health screenings– Provide tips and tools to help walkers achieve

goals– Conduct survey on walkers’ habits/goals to

capture consumer information and possibly package for media

– Sample chewing gum

• Explore leveraging ad-buys or promotional tie-ins with walking/fitness magazine for special events in select local markets

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Diet & Weight Management:Virtual Challenge

• Challenge consumers online to “Walk and Chew Gum” • Identify number of miles to strive for

– Set time limits and motivate people to complete challenge

• Develop Web site for consumers to register and to deliver BoC messaging– Provide interactive tools such as a walking and nutritional log

to measure progress, walking tips, etc.– Send monthly e-mail pushes providing motivational

information– Refer-a-friend program

• First 5K people to register receive a free pedometer and gum

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Diet & Weight Management:Virtual Challenge

• Challenge consumers online to “Walk and Chew Gum”

• Identify number of miles to strive for – Set time limits and motivate people to complete

challenge

• Develop Web site for consumers to register and to deliver BoC messaging– Provide interactive tools such as a walking and

nutritional log to measure progress, walking tips, etc.

– Send monthly e-mail pushes providing motivational information

– Refer-a-friend program

• First 5K people to register receive a free pedometer and gum

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Diet & Weight Management:Media Outreach

• Live Experiences (Fall/Winter)– In-studio radio/TV interviews with walking expert– Release to health and lifestyle editors at daily

newspapers– Radio promotions with DJ banter– ANR/RMT with walking expert

• Virtual (Spring/Summer)– Press release to top 100 newspaper dailies and

long leads– ANR/RMT with walking expert– Partnership with appropriate health/fitness

publication

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Diet & Weight Management:Potential Extensions

• Additional brand interest, funding could open new possibilities for partnerships and promotional opportunities– At retail:

• Wal-Mart and “Steps Across America”

– At food service:• McDonald’s and “Be Active”

– Across the nation: • America on the Move

News Bureau

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Overview of 2005 News Bureau

• Diet/Weight Management– Mindless Munch release quoting Molly Gee– Radio media tour– Co-op satellite media tour– Mat release– One-on-one follow-up opportunities (Self,

syndicated columnists)

• Stress– Labor Day travel tension release and pitch

• Opportunistic – Today Show– Celebrity seeding– General media response

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News Bureau: Overview

Objectives • Build on year-one efforts by continuing to educate

consumers and media about BoC and get them to look at chewing gum in a new way

• Give consumers and media reasons to believe that chewing gum has additional benefits in the three key pillars

57

News Bureau: Year-Round Pipeline

Strategies• Refine and refresh U.S. activities based on ’05 key learnings• Keep primary focus on diet and weight management • Bundle news around relevant occasions and supplement

with one-on-one pitches• Seize the moment with opportunistic activity• Leverage relevant spokespersons to enhance credibility

• Evaluate progress along the way for course correction, new opportunities

58

News Bureau: 2005 Key Learnings

• Media (like consumers) need to be educated about benefits of chewing; some continue to be skeptical

• Credible third-party experts add clout • Timing our story to relevant occasions

works– But we must select carefully and continue to

pitch different media throughout year

• Memorable language, themes (e.g., “Mindless Munch”) resonate

• “New” scientific research will boost interest, especially with print media

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News Bureau: Overview of Tactical Plan

• January - June 2006– Overall BoC Story

• BoC In a Box• Exclusive Pitch to National Newspaper/Wire• New Resources: B-roll

– Diet/Weight Management • Slimming Down for Summer

– Stress/Concentration• Tips for Test Time

– Opportunities-of-the-Moment

60

News Bureau: Overall BoC Story

BoC In a Box• Educate media and increase acceptance of BoC across key

pillars • Lay the foundation for more news in 2006 and continue

relationship-building with media• Distribute eye-catching, creative mailer

– Overview of known benefits, fun gum facts, gum myths– Add variety of gum samples in branded packaging

• Target: – Select long-lead and broadcast journalists– RDs who write columns, appear on-air – Education, lifestyle/features, and workplace editors at the top

100 newspapers– Wires and syndicated features writers– Relevant online media

Timing: January/February

61

News Bureau: Overall BoC Story

Exclusive Pitch• Offer first look at Wrigley’s innovative BoC program• Interviews with G. Leveille, K. McGrail, U.S. based AP member • Target media with reach to national consumer audience

– USA Today (Nanci Hellmich, Teresa Howard), New York Times (Jodi Wilgorn, Cornelia Dean), AP (Lindsey Tanner, Carla Johnson)

– Goal for mass distribution and syndication, extended pick-up

– Supplement with pitch to Chicago Tribune, PR wire release, trade outreach

– One-on-one follow up with key media such as: • CNN, NPR, AP Radio, Time, Newsweek, Parade, webM

Timing: February and following exclusive

62

News Bureau: News Resources

• Produce b-roll with visuals relevant to Wrigley BoC– Full range of Wrigley products; consumers

purchasing Wrigley products– Wrigley building and Global Innovation Center– Quote from Gill Leveille about current and

emerging science– Quote from Kelly McGrail about Wrigley’s

commitment to BoC program, gum consumption, industry leader and market innovator

– Quotes from consumers about their favorite Wrigley brand of gum and why they chew gum

• Use b-roll for opportunistic media and to extend pitch efforts

63

News Bureau: Diet & Weight Management

Slimming Down for Summer • Extend and build on successful Mindless Munch

pitch – Leverage National Nutritional Month in March

– Tap into summer “swimsuit” season news

• Harness good media relationships developed via holiday pitch

• Add Hetherington study to introduce new research• Continue to enlist credible expert in diet/weight

management field to deliver messaging– RD Molly Gee OR

– Personal trainer

64

News Bureau:Diet & Weight Management

Slimming Down for Summer (con’t)

• Conduct co-op satellite media tour and radio media tour with spokesperson

• Release audio news release (recorded with M. Gee)• Distribute news release to dailies, key broadcast• Develop mat release for smaller dailies and weeklies• Target:

– Long-lead outreach to fitness, women’s and men’s magazines (health/fitness/nutrition, features editors)

– Wedding magazines (overall beauty story - fresh breath, whitening teeth, stress/tension, and weight management)

– Sunday newspaper supplements– Wires and syndicated health/fitness writers– Online health/fitness sites– Short-lead outreach to top 100 dailies – RD journalist list

Timing: • January/February for long-lead placements May-August• February-May for short-lead placements

65

News Bureau:Stress/Concentration

Tips for Test Time• Take stress/concentration BoC messaging to target

high-school students and their parents– Leverage SAT/ACT and finals

• Distribute news release quoting expert in cognition (AP member)

• Conduct audio news release with expert

• Target: – Short-lead outreach to top 50 dailies with youth/high-

school angle (education, features writers) and relevant teen publications

– Wires and syndicated education and features writers– Sunday supplements– Online outreach to teen and parenting sites– School Newspapers– National Scholastic Press Association

Timing: April/May

66

News Bureau:Opportunities-of-the-Moment

• Leverage existing and upcoming Wrigley funded studies with media, as available – For example: Jim Hill small change study, NHANES,

China/Japan research

• Arrange interviews in conjunction with WSI desksides to meet with consumer publications (as appropriate) – For example: PTA and its consumer publication

• Leverage other Wrigley initiatives to include BoC messages – Such as Women’s Sports Foundation tie, Start Early

Run

• Conduct celebrity seeding as opportunities arise (e.g., Ben Affleck, Muhammad Muhsin, Charlize Theron)

• Weave BoC messages into other Wrigley media opportunities– Example: “American Eats” TV inquiry

67

NB: Pitch Timeline (January – June 2006)

Jan ‘06 Feb ‘06 Mar‘06 Apr ‘06 May ‘06 June ‘06 July ’06

Distribution Anticipated Coverage

BoC In A Box

Slimming Down for Summer

Tips for Test Time

Slimming Down for Summer

Tips for Test Time

Exclusive BoC Story TBD

Opportunities of the Moment

68

News Bureau: Metrics (January – June 2006)

PROGRAM ELEMENTS 2006 GOAL 2005 ACTUAL

GRAND TOTAL 33.25 – 68 MM 45.1 MMTotal: Exclusive BoC Pitch 2 – 6 MM

Broadcast 1 - 3 MM

Print/Online 1 - 3 MM

Total: Slimming Down for Summer 26.75 – 55.25 MM

Long-lead magazines 10 – 30 MM

Newspapers/Online 750K – 1.25 MM

Co-op SMT 3 – 5 MM

ANR 4 – 6 MM

RMT 5 – 7 MM

Mat release 4 – 6 MM

Total: Tips for Test Time 4.5 – 7 MM

Print/Online 500K – 1 MM

ANR 4 – 6 MM

Total: Opportunities-of-the-Moment TBD

69

2006 Program Summary

• Builds on momentum and learnings from ’05 program

• Continues to speak to target audiences in personally and situationally relevant manner

• Keeps messages simple and focused

• Appeals to local, national media with expert spokespeople, research and creative story angles

• Provides opportunities for brand involvement

70

Next Steps

January• Confirm plan and budget• Review ideas with steering committee• Determine interest from brands for incremental

supportFebruary• Identify relevant new research to promote• Research specifics for News Bureau,

Incremental PR • Continue program development and execution