2013 DR PEPPER/KFC2013 DR PEPPER/KFCACMA PROGRAMACMA PROGRAM

October 2, 2012GL/UMW/SW Region Meeting

Reinvest approximately $300,000 in Dr Pepper Merchandising Funds to:

–Increase Consumer Traffic–Drive Beverage Incidence & conversion–Generate Beverage Awareness

DPSG’s overall objective is to maximize the KFC DPSG’s overall objective is to maximize the KFC partnership to increase partnership to increase beverage incidence beverage incidence and and

brand awareness brand awareness by leveraging the Bby leveraging the Beverage everage Category.Category.

DPSG’s overall objective is to maximize the KFC DPSG’s overall objective is to maximize the KFC partnership to increase partnership to increase beverage incidence beverage incidence and and

brand awareness brand awareness by leveraging the Bby leveraging the Beverage everage Category.Category.

2013 Promotion Objective2013 Promotion Objective

Why We Are Continuing Our Why We Are Continuing Our Partnership With the ACMA?Partnership With the ACMA?

•Country Music over-indexes with the KFC consumer!• KFC consumers over-index for Country Radio (130)• They over index for having watched Great American Country in last 7 days (154)• They also over index for having watched Country Music Television (140)

Source: Spectra Target Snapshot

Why We Are Continuing Our Why We Are Continuing Our Partnership With the ACMA?Partnership With the ACMA?

RECOMMENDATION:Partner with KFC and the ACMA awards to drive combo and beverage sales during the Original Recipe Bites with Gravy Window

•Incremental value provided above merchandising funds through Dr Pepper’s Sponsorship of the ACMA’s

•Elevated Experience:• This year, we will have a red carpet experience to provide one lucky grand prize winner from

KFC. (There is a strong infinity for entertainment media and magazines, which is indicative of KFC consumer’s interest in stars/celebrities.)*

Source: Spectra

Artist Announcement: Artist Announcement: Luke Bryan! Luke Bryan!

Awards and News•ACM Top New Solo Vocalist (2010)•ACM Top New Artist (2010) •CMT USA Weekend Breakthrough (2010)•Video of the Year – “Do I”•Nominated for 7 other awards (2010-11) •Guest appearance on Bachelorette (May 2012)•Appeared on Billboard Awards (May 2012)

Hits•8 – Top 10 Hits on Country Music Charts•3 #1 Hits•4 Gold/Platinum Songs

Partnership•Private Concert at ACMA•Featured on Dr Pepper National POS with Red Carpet Thematic

"I think he is one of the most on-fire artists right now," said Lady Antebellum's Dave Haywood, who co-wrote Bryan's first No. 1 hit, "Do I," with Bryan and Lady A's Charles Kelley. "I think he's our next big superstar. He's such an entertainer."

Partnership•Private Concert at ACMA•Featured on Dr Pepper National POS with Red Carpet Thematic

ACMA 2013: ACMA 2013: What’s Different Next Year?What’s Different Next Year?Timing: February 4th – March 3rd 2013

Messaging: • Primary- Bites paired with KFC’s world famous Hot, gravy for dipping

• Support trade up of bites: $3.99 6pc Combo (Includes Side & Medium Beverage)

• Secondary– Dr Pepper / ACMA Sweepstakes

Marketing Elements: • Pre-store:

• E-blasts (DP & Colonel’s Club)• Online banner ads• Micro/mobile site• Media (Exact Radio, TV, and Social elements TBD)

• In-store:• Packaging/20 oz Cup• Merchandising

ACMA 2013: ACMA 2013: What’s Different Next Year?What’s Different Next Year?

Concept: A sweepstakes that will provide a lucky KFC consumer (and their guest) to have a red carpet experience at the 2013 ACMA’s.

•Grand Prize Package Includes: • (3) Nights Deluxe Hotel Accommodations at the MGM

Grand• Round trip airfare and transportation• Saturday Private Luke Bryan Concert/Welcome Reception• Sunday ACMA Telecast & Post Show Party• Red carpet experience with Luke Bryan!Red carpet experience with Luke Bryan!

Thank you for your continued Thank you for your continued partnership!partnership!