Domino Presentation 12

©2014 SWM Creative 1

Spring 2014

Advertising Presentation & Creative Concepts


Introduction We are SWM Creative - a new boutique advertising creative, film & commercial production company. We are a company started by three creative & commercial film directors that are always looking to pursue new clients and business opportunities that are a good fit. We not only offer what a traditional film production company offers - we also have the unique opportunity to offer creative services and support for some of our clients. We have first-hand experience in the fast-paced world of advertising. We know how hard it is to build a brand and ensure brand consistency. We understand how important it is to be flexible - that all the best branding intentions can be tossed out the window when sales are down and new strategies are needed to help bolster brand awareness. The SWM Films team, want you to know that we are eager to work with Domino Sugar on all of its broadcast and web advertising production needs. We are prepared to handle as much of the process as you deem necessary and to make it as easy as possible on the in house advertising team. We would take overall creative direction from Domino Sugar and come back with options on concepts, scripts, talent, sets & locations, shooting styles, editorial, graphics and all expenses for your approval. We know how tough business is - the increased competition - the economy - the small budgets - we want you to know that we will go that extra mile.

We will strive to make the process as painless as possible and to foster confidence in our abilities to deliver quality advertising worthy of Domino Sugar name.


Overview As a result of increased competition, consumer brands need to work harder at maintaining and capturing new market share. Domino Sugar is facing new brands and alternative sweeteners, plus retailers pushing their own private label over the more traditional national brands, which they also sell - this all equals a smaller portion of the pie. Some of these stores are becoming iconic brands unto themselves and synonymous with value - i.e., Wal-Mart, which continually promotes the value of their brand “Great Value” over the competition at the store level - with just a subtle tagline - “always the low price.” So what does Domino Sugar have that can give them a more competitive edge and bring them top of mind for consumers? Domino Sugar is an American company that can truly define tradition. It has the unique opportunity to dominate with a message that can re-enforce tradition and what's even better - Domino Sugar can prove it in every home by just opening a cupboard door. So we know that doing spots that hit on tradition is very smart. Alternatively - we also think that there is a new - younger world order coming. It’s a faster world where traditional family life is becoming more global and inclusive. These younger consumers have the world at their fingertips - and they have a unique worldview. You don’t speak to them the same way you do their parents. They are starting their own traditions - and their own way of doing “tradition.” We feel we need to re-introduce Domino Sugar to these young hipsters with a campaign that positions Domino Sugar in their life - and again - it can’t be in the traditional commercial way. They’re smart and don’t want someone telling them to buy a product or use a product just because their parents did. They are more interested in companies that are targeting them with ideas that are more important to them. We know it’s not enough today to rest on past laurels - you need to show consumers how you are evolving in this new world order. Developing new products, keeping abreast of industry & consumer trends, these are the things that keep a company fluid and competitive. With that said, we want to highlight some of the new ways to do sweet - and introduce the new line of stevia based sweeteners from Domino Sugar to consumers. We think there are two important ideas here - both revolving around a healthy lifestyle - and feel that TV & the web are the best ways to do it. TV can reach the largest audience - and more importantly - capture new customers. Internet marketing has all the life of TV and more, you can do longer format ideas, promote all types of events - all targeted direct to your customer. Web based marketing also goes one-step further by allowing consumers to purchase - instantly. We made it our mission to design a campaign that has legs - is stylized, smart, affordable, flexible, can translate to other advertising media and go beyond age and gender. Designed to reinforce and/or reinvent Domino Sugar’s image - that has a lifestyle driven point of view, all under the umbrella of a branding campaign. We believe if we can inspire a “feel good” connection to Domino Sugar - then we are on the right path. Tradition is not just something you do with your parents - its something you can invent for yourself. It’s every body, every day, living life, their way - feeling smart and connected to family and friends is what it’s all about - because that feels great. We want to prove - that Domino Sugar is the right choice for whatever way you do SWEET!


Concepts Holiday Tradition - Launching the holiday baking season. It’s How I Do Sweet - A sweetener to match your lifestyle! Not A Kid Anymore - 15 calories a teaspoon. Sweets For My Sweet - Real people - living life - AND making it a sweet life! Celebrate the Great American Bakers Ovenly - Brooklyn, NY Baking Party USA Aunt Jo’s - Pumpkin Pie Healthy Option - A naturally sweet fun way to diet. Healthy Lifestyle - Healthy living done in a sweet new way! Future Concepts Yellow & White Great Gifts / Sweets of the Month Club / QVC - How sweet it is!


Holiday Tradition This is an idea to make the Domino Sugar brand top of mind for consumers during the holidays. This builds on the fact that every generation has a connection to Domino Sugar - it’s the fun tradition of baking with family & friends during the holidays. The spot can be more or less poetic - like a great holiday rhyme. This spot could have a traditional piece of holiday music…it could be anything from a classical piece to a modern holiday song - think John Lennon - “And so this is Christmas” and eliminate the script and just do announcer tag - “Life is Sweet - Happy Holidays from Domino Sugar” It’s that time of year... - of giving and getting good cheer… of traditions old - and new… and fun times with Mom & you! It’s the warmth of the holiday season... And it all begins with Thanksgiving... AND - it all starts with Domino Sugar... Happy Holidays from Domino Sugar. Or to run After Thanksgiving It’s that time of year... - of giving and getting good cheer… of traditions old - and new… and fun times with Mom & you! Holiday scents fill the air... and all the sweet memories we’ll share! Life is SWEET! Happy Holidays from Domino Sugar!



It’s How I Do Sweet Concept No matter how you sweeten your life - Domino Sugar has the sweetener! How do you do sweet... I do it - one teaspoon at a time - and it’s only 15 calories... I’m a purist...so I do it - all natural... I do it - light - with half the calories AND CARBS So no matter how you do sweet... Do it with Domino Sugar! It’s how America does sweet!



15 Calories Nowadays everyone knows all about portion control. It’s a big topic in the news, on talk shows and it’s also what doctors recommend. Our approach here is to convey that sugar is not as unhealthy as one would think especially if your goal is to just be healthy by eating fewer calories per day. Sugar is all natural, better tasting than chemical substitutes and is only 15 calories a level teaspoon! We really want to convey this by not only showing that its grown up and smart to be health conscious - but more importantly - we don’t need to give up the taste we love - we simply need to use less!

I’m not a kid anymore... or It’s not only about watching what I eat... I don’t want my drinks too sweet... it’s about how much... For me - it’s all about portion control. Plus I don’t the taste of no cal chemical sweeteners... SO I go all natural... with just one level teaspoon - that’s it - and it’s only 15 calories! So - that means... I can feel good about me! ANNCR: Domino Sugar just 15 calories per level teaspoon... it’s how I do sweet... and it works for me!



Sweets For My Sweets Music Driven campaign - show fun - real people - living life - AND making it a sweet life! Sweets for my sweets, sugar for my honey Your tasty kiss thrills me so Sweets for my sweets, sugar for my honey I'll never ever let you go Sweets for my sweet, sugar for my honey I'll never ever let you go This song was originally produced by the Drifters but has been recorded many times by various artists. We could also re-record and make our own versions.



Celebrate The Great American Bakers These concepts are about celebrating bakers in the USA. Ovenly - see board and TV spot This idea is based on the new American entrepreneurs - the bakers. We’ll do a series of spots that highlight the new bakery/coffee shops that are flourishing. It isn’t a spot that shows bags of sugar in typical sugar advertising - it is more of an organic idea that connects sugar in a subtle way to these new bakeries. It’s using old ideas to re-invent new ideas by showing how these hip new bakers are reinventing the business of baking and we want to show that Domino Sugar is a part of it. Aunt Jo’s Pumpkin Pie This idea is based on celebrating the famous family or friend bakers. Again - we could do a series of spots that highlight a family baking tradition or recipe and feature the baker as a celebrity.



Cookie Baking Party Tradition With A Twist This spot is meant to take the chore out of holiday baking. It’s to make it more of a social fun baking event. Family & friends all get together and bake. The best part of it is everybody leaves with a bunch of different cookies! This spot could also use the Sweets For My Sweets music bed. Sweets for my sweets, sugar for my honey Your tasty kiss thrills me so Sweets for my sweets, sugar for my honey I'll never ever let you go Sweets for my sweet, sugar for my honey I'll never ever let you go



Healthy Option It’s the all natural low calorie way we do sweet - this is skewed to the traditional person who is looking for a way to reduce caloric intake - the dieter - and it’s a fun way to sweeten light! We will use the music “Sweets for My Sweets” to ensure brand consistency Sweets for my sweets, sugar for my honey Your tasty kiss thrills me so Sweets for my sweets, sugar for my honey I'll never ever let you go Sweets for my sweet, sugar for my honey I'll never ever let you go



Healthy Lifestyle It’s the all-natural low calorie way to do sweet - this is skewed to the health conscience non-dieting consumer - a fun way to sweeten light for life! We will use the music “Sweets for My Sweets” to ensure brand consistency Sweets for my sweets, sugar for my honey Your tasty kiss thrills me so Sweets for my sweets, sugar for my honey I'll never ever let you go Sweets for my sweet, sugar for my honey I'll never ever let you go



Future Concept Yellow & White We would like to develop a very stylized - very Target looking spot that is imaginative, fun and based on the iconic Domino Sugar box colors of yellow & white. This would be another facet of the “how we do sweet” campaign - very young and modern looking - think floating sweets and treats and people enjoying baking and eating them. Strong, powerful and fun imagery in this spot is key. Sweets for my sweets, sugar for my honey Your tasty kiss thrills me so Sweets for my sweets, sugar for my honey I'll never ever let you go Sweets for my sweet, sugar for my honey I'll never ever let you go



Future Concepts Sweet Gifts, Sweets of the Month & QVC Monthly Domino Sugar Offer A great gift idea is smart, whether - it’s in the spirit of holiday, birthday giving, or for Mom & Dad or even your special Valentine - and finding a great gift is half the battle. We think going forward it would be a fun idea to develop a Domino Sugar Gift Box series. It would include the recipes and all ingredients in a clever gift box set. We could even develop and include yellow bake ware, baking utensils, as well as, a SWEET tee shirt and apron. The box set would mirror some of the recipes of the bakers we feature in the TV commercials. These bakers could show a “how to” idea on the Domino Sugar web site or even on the Food Network shows sponsored by Domino Sugar and related partners. Think cake, cookie or pie of the month club - and the good thing is that it would be something that could become a family tradition. This is a “what’s in the box” gift idea that shows up monthly and get’s the family together for a night of fun - baking something special together. Showing the family peering thru the oven window - glowing with anticipation - children & adults alike all looking with excitement at the sweet treats baking in the oven There are so many future possibilities for Domino Sugar. Imagine a show on QVC where you have one of the featured bakers actually making the sweet treat on the air. Having customers be able to call in and order all of the ingredients - like the sweet treat of the month club. It’s just a new way to reach consumers in a more unexpected venue AND it could be great!


Domino Sugar Media Highlights - Television Show Sponsorship A partnership with the FOOD and COOKING networks in 4th quarter 2013 is an ideal way for the Domino brands to test the effectiveness of television. Our proposal includes both targeted spot schedules (:30) and powerful brand sponsorships in programs on both networks. The proposed :30 schedules will deliver: (Minimum projected based on 4th quarter planning rates) FOOD ($750K)

• 6 weeks of exposure (11/11-12/22) • 124 total :30’s (20+ spots per week) • 75,000,000 Household impressions • 23,000,000 Women 25-49 impressions

COOKING ($200K)

• 6 weeks of exposure (11/11-12/22) • 341 total :30’s (56+ spots per week) • 31,000,000 Household impressions • 7,200,000 Women 25-49 impressions

SCHEDULE TOTALS

• $950K • 465 total :30’s • 106,000,000 Household impressions ($8.96 CPM) • 30,200,000 Women 25-49 impressions ($31.46 CPM)


Television Show Sponsorship Additional Benefits Over and above the :30 schedules, the FOOD and COOKING sponsorship elements (offered at no additional charge) are ideal environments for building brand awareness with a loyal and engaged audience.

• Viewers of these networks are actively engaged in the programming. • They rank extremely high as consumers who “are emotionally attached to the network” and who “buy products

advertised on the network”. • They represent a broader age demographic (including younger women), not as easily or effectively reached

with traditional print media. The competitive landscape is also a key consideration for entry into the television space:

• Direct competitors are advertising in this space. • Part of maintaining brand dominance is share of mind. • Having no presence in the most powerful advertising medium (while competitors continue to spend) will

ultimately result in eroding market share. SUMMARY A partnership with FOOD/COOKING is an ideal point of entry into the TV medium. The networks are perfectly targeted to your core consumer. The campaign includes both core brand advertising (:30 spots) and exclusive program sponsorships.


Conclusion We understand that doing everything we are talking about would require making a commitment to utilize TV and web in a bigger way then you are currently. Budgets are limited - and until everyone at the company gets the “TV Bug,” it’s hard to get broadcast into the advertising media mix. There is no reason that Domino Sugar can’t start with small steps - ideally growing the broadcast advertising dollars as business grows. We realize it’s hard to do it all - and do it all - right - but we want you to know that we can help. Overall, we at SWM Creative would love to work with you & your team to develop a campaign that is truly unique to Domino Sugar. We like the idea of bringing a modern twist to the brand as well as reinforcing the traditional. Showing consumers how we do sweet and asking them how they do sweet is part of the fun. We also really like the underlying message, making your own new traditions with your family and friends - just feels good.” As Creative Directors - we think the look should be modern, yet have a realness that captures tradition - people living and feeling their best. We have a lot of ideas and passion to do great work…and we hope you all see - we are true believers in pushing the creative - and we want to tell you once again...

the SWM Creative team would love to work with one of America’s greatest consumer brands - the Domino Sugar team.

Thank you for the opportunity to submit our ideas,

Michael Maher & Ed Stephenson

Documents

Domino Presentation 12