BRAND COMMUNICATIONS CAMPAIGN

Presented By Karin Fitzpatrick

Product Benefit: H30 Pro is an isotonic sports drink scientifically formulated for absorption, hydration,

energy, stamina and protection Consumer Benefit:Contains a combination of:

energizing B-vitamins for improved energy release from food provides you better absorption essential electrolytes provides you with rapid hydration Energizing carbohydrates for immediate and sustained release of energy provides you with

quick energy release and stamina Antioxidants vitamins A, C and E provide you with antioxidant protection

Emotional Benefit: I am now confident to win any competition; fundamental human value I can compete at my best; fundamental human value

Target Market: Primary – Male & Female segmented to: Fitness Professionals Fitness Enthusiasts (general gym goers, recreational or amateur sports)

Product Brief – Brand Communications

Strategy: Approach H30 & H30 PRO as different in the same global product line.

Product Name H30 Pro H30

ISOTONIC DRINK FITNESS DRINK

Energize. Hydrate. Protect. Energize. Hydrate. Protect.

Big Idea Performance Hydration

Communication Objective Convince: Distributors & Consumers

That: H30 Pro Isotonic Drink is an exceptional fluid that will help power an exceptional performance.

Because:It contains 5 key ingredients that will provide hydration, absorption, energy, stamina and

protection to help you experience the difference in your sporting performance

Campaign Headline:Powering Exceptional Performances

5 reasons why……. Strapline:

experience the difference!

Strategy: Approach H30 & H30 PRO as different in the same global product line.

Product Name H30 Pro H30

ISOTONIC DRINK FITNESS DRINK

Energize. Hydrate. Protect. Energize. Hydrate. Protect.

Big Idea Performance Hydration

Campaign Headline Powering Exceptional Performances Everyone Needs to HYDRATE

Strapline: experience the difference No strapline

To create an effective wholly integrated campaign to feature on all on & off-line marketing tools

Create ‘best in class’ materials - high energy, vibrant, dynamic, impactful

Communicate headline, strapline, product positioning, USP and ‘pitch’

Target new customer segments and retailing & recruiting opportunities

Testimonials - Athletes

EMEA Regional MarketingBRAND COMMUNICATIONS BRIEF

Product Name H30 Pro Isotonic Drink

Country EMEA

Project Name H30 Pro Isotonic Drink Launch Campaign

Launch date Extravaganza – 21st – 23rd June 2008

Portfolio Category

Energy & Fitness Submitted by Karin Fitzpatrick

Contents1. ------------------- Product position2. ------------------- Country Launch Phases3. ------------------- Verbal Creative Concept4. ------------------- Summary of Materials to be Produced5. ------------------- Agency Briefing

Approvals Corporate Branch

Product Marketing – Nina Iroha / Violetta Zlatareva

Marketing Managers (Top Markets)

Brand Communications – Karin Fitzpatrick

VP of Marketing – Sue Egstrand

Regionally Developed Product Launch Brand Regionally Developed Product Launch Brand Communications Process Flowchart – offline/online Communications Process Flowchart – offline/online

*Develop Material Timeline For Project Manager

1 DAY

VenrayMarComs MarketsProject Manager - Product MarketingActivity Owner:

Print Quantities Confirmed and

Quotes are Sourced21 DAYS

Design/Copy is Translated(Offline/Online Materials)

33 DAYS

Brief Copywriter &Approve Cost (Offline/Online)

1 DAY

Brief Design Agency & Approve Cost (Offline/Online)

1 DAY

Copy is Written and Legally Approved

25 DAYS

Design is Developed (Offline/Online)

and Approved with Global30 DAYS

Present to VP Marketing(with Project Manager)

Feedback, Amends & Signoff3 DAYS

Present Campaign Theme & Marcoms Brief to Markets

(signoff)2 DAYS

7 MONTHS PRIOR TO LAUNCH*Project Manager Presents

Product Brief & Runs Weekly Project Team

Meetings until Launch

*Develop Marcoms Brief Positioning / Materials(with Project Manager)

5 DAYS

*Finalise Page Pagination & Copy Direction Brief

-All Materials Offline/Online(with Project Manager)

5 DAYS

Project Cost TrackingONGOING

*Final Amends, Proof Reader & Sign Off Sheet

– PDF to Production Agency3 DAYS

Launch

Develop Campaign Message(with Project Manager)

10 DAYS

SKU’s Organised & Set Up

Design/Copy Merged (Offline)3 DAYS

Test Final Core CollateralWith Distributors

10 DAYS

Artwork Sent To Printer –Proofing Takes Place

4 DAYS

Coding Undertaken (Online)10 DAYS Total Weeks = 27

Printing/Deployment (Offline)20 DAYS

Implementation (Online)

* Templates Used

Design Direction Brief…….design of the key materials to depict the emotional benefit of the product and reflect the campaign headline – Powering Exceptional Performances and strapline with an associated design direction/theme but also that H30 Pro should be taken in junction with ‘balanced nutrition’, through use of nutritional foods imagery, targeted and tailored to varying fitness related customer segments with differing nutritional requirements.

Consumer Leaflet – GN 6937DRG A4 Format - BTO

Design direction……Powering Exceptional PerformancesVisual illustration of the Herbalife proposition, sports drink market demand/business opportunities and key functional product benefits of H30 Pro

Design direction……Exceptional Performance, Exceptional TasteVisual illustration of the science, exceptional taste, USP’s & retailing & recruiting opportunities

Design direction…… Exceptional Performance, Exceptional NutritionVisual illustration and product fit within the overall Herbalife portfolio:

• Easy-to-sell Fitness Programmes to target different customer groups• Programmes provide a full nutritional coverage to satisfy customer needs

Design direction…… Exceptional Performance, Exceptional Support

Brand Communications Plan / ToolsDistributor/Consumer (Uploaded on BTO) – Wave 1 Launch 24 market versions:o Distributor Reference Guide - 210mm x 210mm 8 Page x 24 (Extravaganza only thereafter as A4 Format on BTO)o Consumer Leaflet -168mm x 225mm x 24 (Ongoing print item packs of 20’s – saleable SKU 6937 followed by country code)o Product Brochure – July 6th Front Cover & DPS x 24o Today Magazine – Q2 Edition/Theme Front Cover & Multiple Inside Pages/Features x 24o Distributor Single Page Prompt Sheet x 24o Distributor Single Page Advertorial - (3 hero model versions) x 24o Distributor Double Page Advertorial - (3 hero model versions) x 24o Distributor Single Page Advertising Template - (3 hero model versions) x 24o Distributor Double Page Advertising Template - (3 hero model versions) x 24o Distributor Poster - (3 hero model versions) x 24o Distributor Product Fact Sheet - (3 hero model versions) x 24o Distributor FAQ’s - (3 hero model versions) x 24o Distributor 3 Target Group Fact Sheets - (3 hero model versions) x 24 o Distributor Sports Manual – x 24o Distributor Banner - (2 sizes) x 24 http://www.enginecreative.co.uk/microsites/herbalife/uk/Banner_UK_446x166_Distributor.html o Distributor Email Animated GIF x 24 o Distributor Exact Target Campaign - (pre-launch / launch / post launch – 6) x 24 o Consumer Banner - (3 sizes) x 24 http://www.enginecreative.co.uk/microsites/herbalife/uk/Banner_UK_446x166_Consumer.html o Consumer Microsite www.h30pro.com - (2 sites – multiple pages) x 24 http://www.enginecreative.co.uk/microsites/herbalife/uk/

50 individual items x 24 individual market languages – 1,200 Distributor assets

Distributor Tools - BTOProduct Brochure

Single Page Prompt Sheet

Single Page & Double Page Advertorials

Distributor Tools - BTOSingle & Double Page Advertisement Templates Single Page Poster

Double Page Product Fact Sheet

Distributor Tools - BTOSingle Page Target Group Fact Sheet

Double Page FAQ’s Sports Manual

Distributor Tools – BTO - Banners & GIF

Brand Communications Plan / ToolsCorporate Tools (Uploaded on HAL) – Wave 1 Launch - 24 market versions:

o H30 Pro Style Guide H30 Pro Pixel Bar x 1 H30 Pro Logo x 24 H30 Pro Campaign Headline x 24 Carton Artwork x 24 Sachet Artwork x 24 750ml Bottle Artwork x 1 3 ‘Hero’ Model Shots H30 Pro Strapline x 24

o Corporate Single Page Advertorial - (3 hero model versions) x 24o Corporate Double Page Advertorial - (3 hero model versions) x 24o Corporate Single Page Advertising Template - (3 hero model versions) x 24o Corporate Double Page Advertising Template - (3 hero model versions) x 24o Corporate Poster - (3 hero model versions) x 24

23 individual items x 24 individual market languages – 552 Corporate assets

1,752 pieces of artwork

Style Guide – Artwork Components on HAL

Pixel Bar Logo

Secondary Headline

Campaign Headline

Male ‘hero’ modelFemale ‘hero’ model

Carton Sachet 750ml Sports Bottle

Strapline

Dual Sex ‘hero’ model

Corporate Tools - HAL

Single & Double Page Advertisement Templates

Single & Double Page Advertorials

Poster

Corporate Tools – www.h30pro.com

RECOGNITION

Angela Natasha Sanjay Bryan Peter Boris Gurvinder

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