G O O F O F F ® 2 0 1 7 N E W I T E M S

G O O F O F F ® M I N I S

Goo Gone $3.96Positioning: Multi-Purpose

Motsenbocker’sLift off $8.98Positioning: Tape Remover

Fantastic $2.48Positioning: Heavy Duty Remover

Greased Lightning$2.98Positioning: Super Strength Cleaner/Degsr

Krud Kutter$6.58Positioning: Concentrated Cleaner/Degsr

Carbona$2.99Positioning: Laundry Stain Remover

Amodex (Lowe’s only)$7.98Positioning: Ink & Stain Remover

CATEGORY OVERVIEW

INTRODUCING …..• $2.97 Retail

• 0.62 fl. oz.

• Positioning: Task Specific Clean-up

CONCEPT

INDIVIDUAL FACTOR PERFORMANCE• Identify strengths • Understand risk areas

HOW TO INTERPRET RESULTS

3 ASSESS IMPROVABILITY AND EASE OF EXECUTION• Consider # of Factors that

require improvement, and ease of improving each

• Prioritize ideas that will be easier to develop into a product or gain retailer acceptance

1 RECOMMENDED ACTION• Prioritize ideas with higher

Accelerate Scores• Ideas classified as Accelerate should be

considered for further development

2

IDEA

5IdeaNameADVANCE

ACCELERATESCORE+ACTION OUTSTANDING HIGHRISKREADY RISKY

2DP

AdNDAC

1DP

ADNDND

1DP

AdNDND

0

Pipeline Innovation Idea Screener Results Dec 2015

DP Distinct PropositionAC Attention Catching

AD AdvantageND Need/ Desire

Pipeline Innovation Idea Screener Results Dec 2015

IDEA SCREEN PERFORMANCE SUMMARY

Action

RESEARCH SCORES FOR ALL GOOF OFF ITEMS

APPEAL

ING

GOOFOFFMINISGeneralPopulation MaleConsumers GoofOffUsers

(Total Consumers) (221) (110) (98)% % %A B C

TargetsSpecificStains 30 25 34TheRightSizeForToughButSmallJobs 20 21 12RemovesSpecificStainsFromHardAndSoftSurfaces 17 17 18WorksTheFirstTime 15 17 18HeavyDutyGelCleaners 5 8 6TheRightMicro-EmulsionGelFormula 2 4 6OtherMentions 1 2 4NoneOfThese 10C 7 3

At Pre-Use: Which of the following is most appealing about this product?

CONSUMERS LIKE STAIN-SPECIFIC FORMUL A , SMALL SIZE

“I like that it is small and compact and that different bottles target different stains.” – General Population

“Small size for targeted application.” – Goof Off Users

“I like the idea of a cleaner focused on a particular stain or mess.” – Male Consumers

EXPECT

TOW

ORK

GOOFOFFMINISGeneralPopulation MaleConsumers GoofOffUsers

(Total Consumers) (221) (110) (98)% % %A B C

Top-TwoBox(Net) 70 65 75Much better than similar products 25 21 35ABSomewhat better 45 44 40About the same 29 33 24Somewhat worse 1 2 1Much worse than similar products 0 0 0

Mean 3.9 3.9 4.1B

At Pre-Use: Compared to other similar products, how well do you expect this product to work?

MOST EXPECT MINIS TO WORK BETTER THAN OTHER PRODUCTS

“Already knowing Goof Off works, having a mini to purchase for a single use would be a money saver. Also easier storage.”

– General Population

“I like that it is a tough product that works the first time, and that it's small so you can keep it anywhere.”

– Male Consumers

“I like that there are specific ones for different types of

stains or situations.” – Goof Off Users

Best Single VarietyGoof Off Minis

General Population

INK & MARKER TOP INDIVIDUAL VARIETYGrease & Oil formulation also reaches a majority of consumers.

STRONG PURCHASE INTENT SCORES FOR GOOF OFF

11

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Definitely Would Buy Probably Would Buy Might or Might Not Buy Probably Would Not Buy

Definitely Would Not Buy

Goof Off Task Specific Items $2.97

GOOF OFF MINIS

TaskSpecificStainRemoval

HeavyDutyGelCleaners

WorkstheFirstTime

RightsizeforToughbutSmallJobs

TheRightFormulafortheJob

GOOF OFF MINIS• Application Steps:

– Apply from outside edges in

– Let sit for 1-2 minutes

– Blot of wipe with a clean white towel

GOOF OFF MINIS KEY FACTS• SRP $2.97

• Selling Price: Follow Pricing Policy

• Retailer GM 49.5%

• First Ship Date: 1/16/17

• Case Pack: 6 (in decorated trays)

• Unit Dims: H 7.88”, W 2.75”, D 1.0”

FG811 FG810 FG813 FG814 FG812

SUPERIOR PERFORMING• Minis outperform Goo Gone on every stain!

• Minis have an edge over multi-use Goof Off items because they are specially formulated for specific stains

Sales Samples & Demo KitsSoil Product %CleanGoofOffMinis-Oil&GreaseRemover 98.80GooGoneSprayGel 96.03GoofOffMinis-Oil&GreaseRemover 98.97GoofOffHeavyDuty 82.65GoofOffMinis-SuperGlue&AdhesiveRemover 98.85GoofOffHeavyDuty -4.70GoofOffMinis-SuperGlue&AdhesiveRemover 99.55GooGoneSprayGel -3.11GoofOffMinis-Ink&MarkerRemover 99.83GooGoneSprayGel 11.47GoofOffMinis-Ink&MarkerRemover 99.00GoofOffHeavyDuty 99.00GoofOfMini-Wine/KoolAidRemover 81.81GooGoneSprayGel 11.18GoofOfMini-Wine/KoolAidRemover 71.92GoofOffHeavyDuty 64.65GoofOffMini-Sticker/LabelRemover 99.70GoofOffHeavyDuty 91.20GoofOffMini-Sticker/LabelRemover 99.56GooGoneSprayGel 20.27

Label

Wine

Wine

Label

SuperGlue

Ink

Ink

Tar

Tar

SuperGlue

GO Super Glue & Adhesives Rmvr greatly outperforms GG & GOHD on Super Glue

GO Ink & Marker Rmvrgreatly outperforms GG & is comparable to GOHD on ink

SUPERIOR PERFORMING

GO Red Wine & Kool AidRmvr outperforms GG & GOHD on wine

GO Tape & Sticker Rmvroutperforms GG & is comparable to GOHD on labels

GO Oil & Grease Rmvr is at party with GG & GOHD on tar

Q&A• Is this product consistent with new regulations?

• Not subject to regulations

• I don’t see how this is going to grow my category?

• Our consumer research showed that it will be incremental to the category - only 5% cannibalization is expected

• Competitor B claims to already handle this application, why do I need your new product?

• The main competitor’s product is multi-purpose, whereas these new Goof Off items are specially formulated for the task at hand

• I shelf this as part of household cleaning. Why should I dedicate a new, separate shelf section for this product?

• There is a strong trial interest among Goof Off users

• What is your solution or product variant for California?

• No variant needed

• Can I get this new item exclusive to my stores?

• These items are being offered broadly

**CONFIDENTIALInternalUseOnly**