THE NEURO STORYthe beginning, the middle and the …

[ the beginning ]

In just two short years with incredible sales and marketing execution with our partners,

we have gained National distribution

in over 50,000 stores

OVERALL (ALL SKU) BRAND LOYALTY

Among regular users, Neuro’s Brand Loyalty is competitive with much older, more established brands

Vita

min

Wat

er

Sobe

Life

Wat

er

Neuro

Func

tion

Skin

ny W

ater

Activ

ate

Bala

nce

Karm

a0%

10%20%30%40%50%60%70%80%

Net Promoter Score (Brand Loyalty)

Source: Confidential International Consulting Firm Study. 30 Expert interviews, 3084 consumers surveyed, 97 store visits. 2011 Euromonitor, 2011 Datamonitor, 2011 & 2010 Mintel reports Symphony IRI, & multiple Beverage Publications

SKU SPECIFIC BRAND LOYALTY

Neuro Sonic competes with or outperforms like SKU’s of many older, more established brands

Mon

ster

Rocks

tar

5-ho

ur E

nerg

y

Neuro

Son

ic

Red B

ull

Sobe

Life

wat

er

Vita

min

Wat

er0%

10%20%30%40%50%60%

NPS ScoreNeuro Sonic vs. other Focus

Functions

Source: Confidential International Consulting Firm Study. 30 Expert interviews, 3084 consumers surveyed, 97 store visits. 2011 Euromonitor, 2011 Datamonitor, 2011 & 2010 Mintel reports Symphony IRI, & multiple Beverage Publications

“Getting it on the shelves so customers can try it is not enough, we want to see velocity growth.”

– Merchandising Director, Grocery Chain

“To win in functional drinks, you need to build such overwhelming customer awareness and pull.”

– VP Sales, Distributor

“New products in this category die on shelves unless people are coming into the stores looking for them ”

– VP Merchandising, Grocery Retailer

The “Operating System for Life” campaign gave us a successful way to talk to the TRADE about Neuro, but…

“They could be the next vitamin water. Cool names and distinct packaging are a big part of their appeal”

– Store Mgr Chevron

“The packaging looks attractive and powerful…customers are intrigued”

– Store Mgr Walgreens

“The design of bottle and its functionality help set it apart from the rest.”

– Distributor

“We’re only at the “Functional Beverage 101 stage.”– Sean Seitzinger - Symphony IRI -2011

Neuro

The next great brand?

Great Brand

s In Today’s

World

1. Need To Be Simpler Than Ever To Execute Across Multiple Platforms

2. They Need To Engage … Not Advertise

3. Create Advocates Not Just Consumers

4. Need To Be Founded In The Truth

To Ensure

Neuro’s

Success

1. We Must Find A Truth That Connects With Today’s Consumer

2. And Create Some Depth Of Character That Enables Us To Go Beyond Category Expectations

3. Build Both Respect and Love with consumers

Resp

ect

UNKNOWN

KNOWN

KNOWN FOR SOMETHING

GOOD OR DIFFERENT

KNOWN FOR SOMETHING

KNOWN FOR SOMETHING

I CARE ABOUT

Love

Resp

ect

UNKNOWN

KNOWN

KNOWN FOR SOMETHING

GOOD OR DIFFERENT

Neuro

KNOWN FOR SOMETHING

KNOWN FOR SOMETHING

I CARE ABOUT

Love

Our Goal:

Sell 3.2 Million Cases Of Neuro In 2012Creating A Solid And Sustaining Base Of Customers In The US

What we heard from consumers

“An Operating System For Life”

is very serious and yet the bottles are so colorful and

fun. It just feels weird to me.”

- Bob, LA

“Does the product do what it says it will?

I love what it says, but how do I know

it will really work or is it just more snake oil

being sold to us based on our wish to find the perfect solution to our need.”

- Maria, NYC

People Are More Likely To Believe

Something Is Working If They Can

Explain How It Works

[neuro “truth”]

illuminate

spark

fire

ignite

[ neuro scientifically works]

[ real ingredients]

[ real levels]

[ delivering real results]

The Science Is Strong … We Just Need To Help People Understand It

“making it sesame street simple”

Science Alone However, Is

Very One Dimensional …

It Needs Depth Of Character To Entertain

Respect No Love

Love And

Respect

And Where

Art Meets

Science

Respect No Love

“play” Neuro | Light It Up - Mantra

For some, life is just the space between birth and death. But then there are others who seem to live a different life.  Experience evangelists. Dream devotees.Peace paramours. Culture creators.

They live with excitement and abandon.  They light it up. 

WHAT WE HEARD:

People Are More Likely To Believe Something Is Working If They Can Explain How It Works

[how?]

MAKE THE SCIENCE SIMPLE

[solution]

NEURO | BENEFIT WITH SCIENCE

neuro BRAND: The spark than ignites your life

neuro SONIC: Increase alertness so you can focusCaffeine fused with L-

Theanine

neuro BLISS: Reduce stress to keep you calmChamomile blended

with L-Theanine

neuro PASSION: Increase your drive to pursue what you love

Caffeine combined with L-citrulline

neuro SLEEP: Sleep well so you can rechargeMelatonin mixed with

magnesium

neuro TRIM: Control your appetite so you eat less

A satisfying portion of fiber

neuro SUN : Feel better so you can shinehealthy dose of Vitamin

D

neuro SPORT: Replenish your bodypotassium mixed with

magnesium

speak simply & directly

explaining what neuro does & why

NEURO | BENEFIT WITH SCIENCE

neuro BRAND: The spark than ignites your life

neuro SONIC: Increase alertness so you can focusCaffeine fused with L-

Theanine

neuro BLISS: Reduce stress to keep you calmChamomile blended

with L-Theanine

neuro PASSION: Increase your drive to pursue what you love

Caffeine combined with L-citrulline

neuro SLEEP: Sleep well so you can rechargeMelatonin mixed with

magnesium

neuro TRIM: Control your appetite so you eat less

A satisfying portion of fiber

neuro SUN : Feel better so you can shinehealthy dose of Vitamin

D

neuro SPORT: Replenish your bodypotassium mixed with

magnesium

FOCUSON

THREE MESSAGES

$3.5 million NATIONAL

multiplatform media

campaign1.5 billion

impressions

While Specifically

Targeting Women

Might Seem Easier … We Risk Limiting

Our Growth Long Term

[Neuro Consumer Demo]PRIMARY TARGETM/F: 50/50

AGE: 25-34 yrs.

HHI: $75k+

Education: College

SECONDARY TARGET

AGE: 18-24 yrs.35-

49 yrs.

experience evangelists

dream devotees

peace paramours

culture creators

EARLY ADOPTER

ADVENTUROUSBORN TO LEAD

SETS TRENDS

HEALTH CONSCIOUS

FASHION FORWARD

SEEK QUALITY

BREAK THE MOLD

CURIOUS MIND

“I LIKE THINGS THAT ARE NEW AND DIFFERENT”

“DARE TO DREAM”

“STYLE IS THE ANSWER TO EVERYTHING”

EXPERIENCE EVANGELISTS

DREAM DEVOTEES

CULTURE CREATORS

PEACE PARAMOURS“SEE THE BEAUTY THAT SURROUNDS THEM”

FEARLESS IN THEIR QUEST FOR THE NEW

CURIOSITY AND PERSONAL BELIEF GUIDE THEM THROUGH LIFE

THEY WANT THE WORLD TO SEE THEM AS FASHION FORWARD TRENDSETTERS

APPRECIATE EACH STEP OF LIFE’S JOURNEY

NEURO | TARGET PSYCHOGRAPHIC

Gen C… “connected generation”

Digital…

It’s efficient and fun

[where we will live]

[online]

“play” Neuro | Light It Up – Bliss

PRINT

OOH

NEURO | 2012 MEDIA PLAN

LIGHT UP THE CONVERSATION

LIGHT UP THE WHITE SPACE

LIGHT UP THE ENGAGEMENT

DRIVE AWARENESS

SIGNIFICANTLY INCREASE COVERAGE

DIFFERENTIATE

BE WHERE CONSUMERS ARE CONNECTING

DRIVE SALES

ENGAGE CONSUMERS & DRIVE THEM TO STORES

“play”Neuro | Light It Up - Sonic

THANK YOU