2016 WINNERSACTIVATION PLAYBOOK

HOW TO USE

You now have the exclusive rights to one of the most powerful consumer based credentialing programs to help you boost sales, distribution, awareness and team morale.

CONGRATULATIONS ON YOUR 2016 PRODUCT OF THE YEAR AWARD!

NOW BEGINS THE IMPORTANT TASK OF PUTTING YOUR AWARD TO WORK.

This document is a compilation of Best Practices for applying theProduct of the Year logo across all communication touch points.

We’ve selected activation examples from US winners over the last 8 years.

These examples are designed to inspire your activation planning and facilitate discussions on what an integrated activation plan can look like for leveraging your Product of the Year win.

CONTENTS

1. HOW TO USE THIS DOCUMENT?

2. ACTIVATION PRINCIPLES

3. ACTIVATION EXAMPLES BY MEDIA

• Press Release

• Print

• Television

• FSI

• Packaging

• In-Store / Display

• Digital

• Social

• Outdoor

• Trade

• Experiential

• Hispanic

ACTIVATIONPRINCIPLES

1. ACTIVATE AT “FIRST MOMENT OF TRUTH”

The at-a-glance and intuitive nature of the Product of the Year award makes it an effective credentialing device at point of purchase.

2. REFERENCE THE 40,000

Consumers respond to knowing that winning products have been voted on by shoppers like them. 44% of shoppers are likely to buy a product recommended by 40,000 consumers (TNS Research)

3. INTEGRATE INTO MESSAGE

Most effective communication of the Product of the Year award is integrated within the brand message, not merely stand alone.

4. NOT MEANT FOR THE CORNER

The Product of the Year logo was purposely designed and tested to “pop” and attract attention across all marketing environments.

5. EXTEND THE “NEW”

Product of the Year is not only designed to strengthen the communication of “new”, but once the 6 month window of claiming “new” closes, the Product of the Year logo extends the perception of news for products in the market

PRESS RELEASE

Prepare and release an announcement of the Product of the Year win for distribution on February 12th 2016

Emphasize the specifics of your product innovation and reference that Product of the Year is a consumer based award for innovation

Use Brand Team quote to integrate other consumer related data/insights

PRINT

Consider a dedicated execution highlighting the Product of the Year award

Develop within the character of the brand

If a dedicated executionis not possible, note that several winners repurpose existing creative and simply “tag" the Product of Year logo within body copy

Adding copy like “Voted #1” while also referencing the number of consumers and the category is a driver in lifting consumer purchase interest

Develop an execution that allows the Product of the Year logo to “pop” and be noticed

PRINT

TELEVISION

A growing number of winners are developing dedicated TV spots to announce the Product of the Year win

A dedicated message allows the spot to be executed as a :15 and within the character of the brand

Most winners repurpose existing product launch spots, tagging the Product of the Year win as a :05 tag

End frame should be both see / say of the award, referencing both name of category and # of consumers voting

FSI

A dedicated FSI featuring the Product of the Year logo has proven to increase coupon redemption consideration by 24%

Consider featuring Product of the Year in the headline, announcing the award

Include category name and # of consumers

FSI

Execute copy to announce the award in the context of the product innovation and within the character of the brand

Highlight logo and “Voted #1” copy with the number of consumers and category

PACKAGING

Logo treatment is highly dependent on available label real estate

Ensure greatest impact by placing logo in context of important product attribute information, product claims or dominant package features (i.e. lids / tops)

The required # of consumers voting and category name can be referenced on back if packaging space is limited

Registering the Product of the Year logo on package has proven breakthrough on shelf and positively impacts purchase consideration

PACKAGING

Most effective activation on package includes a front and back execution of the Product of the Year logo.

Back of package logo execution may contain more information of the Product of the Year award.

Side of pack execution should also be a consideration depending on how product is shelved.

PACKAGING

IRC

The Product of the Year logo featured on IRC’s and Neck tags is an effective device for further driving coupon redemption and overall purchase interest

NECK TAG

PACKAGING

Neck tags are a flexible and cost effective device for featuring the Product of the Year logo. It has proven helpful in driving coupon redemption, and overall purchase interest

NECK TAG

Neck tags can be expanded to provide more information of the Product of the Year award

IN-STOREDISPLAY

Size of pack and available label real-estate may require Product of the Year logo to be featured on display or product case rather than each individual package

This is also common within some Club channels

Winners frequently feature Product of the Year logo on special displays

Real Fruits.Real Nuts.Real Recognition!

Winner, Breakfast Category.Survey of 50,138 people by TNS.

Real Fruits.Real Nuts.Real Recognition!

Winner, Breakfast Category.Survey of 50,138 people by TNS.

2013 2013

SHIPPER / DISPLAY HEADER

SHELF DANGLER/ VIOLATOR

Product of the Year logo can be effectively incorporated on header cards for shippers / case displays

In-Store shelf violators and floor talkers also make effective devices to feature the Product of the Year

IN-STOREDISPLAY

1# DETOV

Winner sensitivity pain relief category.Survey of 40,000 people by TNS

FEBREZE FRESHNESSFreshness lasts3x longer! *

TIDEHelps remove 99%of everyday stains!

ULTRA STAIN RELEASE

TIDEBLEACH ALTERNATIVEWhiter & brighterafter one wash! *

TIDE

FEBREZE SPORTDeeper clean fightslingering odors!* *

TIDECOLOR GAURDKeeps colors like new! *

TIDE3-in-1 cleans, freshens,& softens!

DOWNYTIDE

Winner Laundry Detergent Category. Survey of 40,000 people by TNS

Vendor NOTES: •Vendor to recreate file including all glows, shadows, gradients, and transparencies in HiRes using HiRes assets provided and LoRes placed files for final graphic intent.•Please make sure that all files print at CMYK.•Vendor to build final bleeds.

Artist: MNDate Modified: 01/12/15Constructed at: 100%File Name

Arc Project Number: 047-PGTDEAS5039Arc Project Name: 15 PODS/Diamond+ Q4 NAMMundocom Project #: 645-XXXXXXX

Cyan Magenta Yellow Black

Fonts Used:GothamApex Sans

Inks Used:

Job prints as:4 color process

Trim:Live: Bleed:

Tide Plus Q4 NAM Floortalk Dollar Version- 1x6Image Numbers Altered:(by Art Director:)

MAM Images Used:

PGD00014_Jupiler_FBSR_HE.psdPGD00015_Jupiler_FSAF_HE.psdPGD00016_Jupiler_USR_HE.psdPGD00017_Jupiler_VWB_HE.psdPGD00067_Crayola_HE.psdPGD00018_Jupiler_WDAF_HE.psd

*vs. Tide Original*vs. leading competitor

vs. Tide Original *vs. Tide Original

©2015 P&G

FLOOR TALKER

OUT OF STOCK CARD

IN STORE / DIRECTMAIL CIRCULAR

Out of Stock cards are an effective way to maintain credentialing

Use Product of the Year logo on promotional collateral

Ensure that the logo is featured in the proper context of the winning product

The Product of the Year logo breaks through clutter and crowded environments

IN-STORE/DISPLAY

0225

15i_A

LD_

PIZZ

A NI

GHT

MAIN DISHES & SNACKS

TM

1.89WAS 2.49

1.59WAS 1.79

Over 15 Gluten Free products in stores every day.Survey of 40,000 people by TNS in the Convenience Meals Category.

4.99EACHGluten Free Pepperonior Cheese Pizza10 oz.

AWARD WINNER

Special Buys begin Wednesday, February 25

Mama Cozzi’s Pizza Kitchen Build-A-Pizza KitComes with sausage, pepperoni, vegetables and seasonings to create your own 12" pizza. 29 oz.

6.99

Mama Cozzi’s Pizza Kitchen2-Pack Pizza Crusts With SauceThin or Original. 24-32 oz.

2.99EACH Mama Cozzi’s

Pizza Kitchen Cheese Pizza20 oz.

1.99

Stonemill Essentials Italian Seasoning1.35 oz.

Mama Cozzi’s Pizza Kitchen Sliced Pepperoni6 oz.

1.9999¢

Happy Farms Shredded Mozzarella Cheese16 oz.

3.29Happy Farms Shredded Italian or Taco Cheese12 oz.

2.79EACH

Clancy’s Microwave Butter Popcorn17.4 oz.

1.79Clancy’s Traditional or Cheddar Party Mix15 oz.

2.29EACH

Savoritz Pita CrackersGarlic & Chive or Sea Salt. 5 oz.

1.99EACH

Little Salad Bar HummusAssorted varieties. 10 oz.

1.99EACH

Bremer Garlic Chicken or Alfredo Chicken Skillets21 oz.

2.99Reggano Skillet DinnersAssorted varieties. 5.6-6.4 oz.

99¢L’oven Fresh Parmesan Romano or Garlic Herb Garlic Bread10 oz.

Brookdale Chunk Chicken Breast12.5 oz.

1.79

Kirkwood Chicken Nuggets29 oz.

3.99 Mama Cozzi’s Pizza Kitchen Combo or Pepperoni Pizza Snacks20 oz.

2.49Mama Cozzi’s Pizza Kitchen Combination Bagel Pizzas31.1 oz.

5.99 1.99Appetitos Frozen AppetizersAssorted varieties. 8-11 oz.

Cheese Club Macaroni and Cheese7.25 oz.

39¢

Gluten Free Ravioli orCheese Lasagna9 oz.

Gluten Free Multiseed CrackersAssorted varieties. 4.25 oz.

1.49EACH

2.99EACH

3.29EACHGluten

Free Rice Pasta & Cheddar6 oz.

1.19

Gluten Free Pretzel Sticks or Mini Twists8 oz.

Gluten Free Soft Baked CookiesAssorted varieties. 6 oz.

Gluten Free MixBrownie, Baking Mix,Chocolate Chip Cookie or Yellow Cake. 15-19 oz.

Gluten Free Whole Grain or White Bread12 oz.

Gluten Free Chicken Breast Nuggets16 oz.

2.49 3.99 4.99

DIGITAL

Headline copy in brand sites can creatively announce the win while also emphasizing benefit language

Provide dominant use of Product of the Year logo

“FRESH TASTE WINS”“WE WON THE ALL-NATURAL WAY”

DIGITAL

Copy on site can link to additional pages dedicated to providing more information on the Product of the Year win

Banners can also link to product pages and more info on the Product of the Year Program

Prominent display of the logo is important

DIGITAL

As part of your winner’s research analysis and report, TNS identifies shoppers with high purchase interest

TNS’s Look-alike technology converts the high purchase interest research audience to an online advertising target

Look-alikemodel

InternetBehavior

PurchaseBehavior

Growthsegmentiden:fiedviasurvey

AD AD ADADAD

AD AD

AD AD

ADAD

ADAD

ADAD

TNS DIGITAL SEGMENT TARGETING (DST)

1.IDENTIFY

AUDIENCEENABLE

TARGETINGLAUNCH

CAMPAIGN

2. 3.

Custom targets available on media platforms through i-Behavior

1,000 survey respondents 10 million similar shoppers

SOCIAL

TWITTER

PINTEREST

BLOG

Build up to the announcement of your Product of the Year win

Engage followers on Awards Night using images captured at the Awards Show

Integrate with Product of the Year social media activity, giving followers access to giveaways, etc

SOCIAL

The Product of the Year award can also generate consumer engagement by asking for their own “review” of the product

Use the Product of the Year logo as a device to solicit Likes on Facebook

OUTDOOR

Outdoor makes an effective media for announcing the Product of the Year award.

The headline can be simple (“Winner”) and the Product of the Year logo communicates easily at-a-glance.

TRADE

Product of the Year can be featured on Trade giveaways (i.e. collateral cube) within the context of other product innovation information

Several winners announce their win — in concert with their press release — using a trade ad

Ad placement in the trade pubs typically generates added value editorial for the winning products

EXPERIENTIAL

For appropriate products, the Product of the Year logo can be effectively used in the context of product demos / experiential tactics.

The award has demonstrated to lift engagement with these types of initiatives

HISPANIC

Winners are encouraged to activate the Product of the Year logo to support their Hispanic efforts in the US

Product of the Year will provide an Hispanic version of the logo. All guidelines apply.

Winners typically repurpose main market assets for Hispanic adaptations

HISPANIC TV