Benjamin R. IckesIndustrial Designer

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: Primary Packaging Design for New Product Launch: Developed SBS Cartons, Blisters and Display Ready Packs: Worked Directly with Customer Through Several Iterations to Ensure Compiance in All Retail Markets

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Crystal Clear

Carton Structure IntegratesSafety 1st Logo

Approximate Dimensions: 7.25” x 2.5” x 9”

Vertical Orientation forBetter Shelf Presence

Monitor, Base & Transformers are packedor tied onto a litho printed corrugated

insert. The insert is then loaded intoa litho printed corrugated tuck carton.

Printed Insert withProduct Ties

Crystal Clear

Carton Structure Integrates Safety 1st Logo and Provides

Large Graphic Areas

Approximate Dimensions: 9” x 2.5” x 8”

Monitor, Base & Transformers are packed or tied onto a litho printed corrugated

insert or placed in thermoformed blisters. The insert is then loaded into a litho

printed corrugated tuck carton.

Printed Insert with Product Ties or

Thermoformed Blisters

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Crystal Clear

Carton Structure Mimics Product Design

Approximate Dimensions: 9” x 2.5” x 8”

Monitor, Base & Transformers are packed or tied onto a litho printed corrugated

insert or placed in thermoformed blisters. The insert is then loaded into a litho

printed corrugated tuck carton.

Printed Insert with Product Ties or

Thermoformed Blisters

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Crystal Clear

Carton Structure MimicsProduct Design

Approximate Dimensions: 7.25” x 2.5” x 9”

Vertical Orientation forBetter Shelf Presence

Monitor, Base & Transformers are packedor tied onto a litho printed corrugated

insert or placed in thermoformed blisters.The insert is then loaded into a litho

printed corrugated tuck carton.

Large Graphic Area

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Crystal Clear

Large Graphic Areas

Approximate Dimensions: 9” x 2.5” x 8”

Monitor, Base & Transformers are packed or tied onto a litho printed corrugated

insert or placed in thermoformed blisters. The insert is then loaded into a litho

printed corrugated tuck carton.

Printed Insert with Product Ties or

Thermoformed Blisters

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Crystal Clear

Product Floats in ThermoformedBlisters Attached to Printed Insert

Approximate Dimensions: 7” x 2.5” x 9.625”

Vertical Orientation forBetter Shelf Presence

Monitor, Base & Transformers are packedinto thermoformed blisters and are placed

into a litho printed corrugated insert. The insert is then loaded into a litho

printed corrugated tuck carton.

Large Graphic Areas

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: New Business Opportunity with Starbucks: Developed Inline Graphic Treatment Resembling Original Starbucks Store for Presentation with Starbucks Group: Examples of Floorstand Concept Development:Examples of Presentation Ready Powerwing Concept Renderings

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: New Customer and New Retail Market Development: Philip’s Initial Placement of Their Respironics CPAP Products in a Retail Environment: Developed Both a Floor Display for Grocery and a Counter Unit for Drug Retailers: Strategically Planned Their Entrance into Retail Channels

: Family of Displays Created for New Product Launch of the Old Spice Signature Men’s Fragrance Line: Displays Printed in Full Litho Using Metallic Ink to Mimic High End Look of Primary Product Packaging: Displays Include Graphic Glorifier to Draw Attention to Product Scent Sample: Worked Hand in Hand with Agency to Provide Displays that were Easy to Assemble and Within Budget While Retaining Premium Look the Agency was After

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To: witt.bb@pg.comCc: marwah.a@pg.com; Benjamin Ickes; Deborah Brooks; maupin.fs@pg.com; williams.kj@pg.com; millard.lm@pg.com; ourednik.l@pg.com; komanecky.ma@pg.com; guiliano.rt@pg.com; mckeown.sw@pg.com; quigley.la@pg.comSubject: Re: OS Signature Displays/Endcap pictures

DEB FAITH AND ALL INVOLVED - WHAT AWESOME RESULTS!!! CANNOT WAIT TO SEE THESE BABIES IN STORE! Look forwardto celebrating with you all as part of our Mariner launch celebration early Sept we will plan. THANKS AGAIN - JRT

THANKS, Jim TaylorAD, Old Spice Megbrand Designph: 513-983-7069

To: Faith Maupin-FS/PGI@PGI cc: Ankur Marwah-A/PGI@PGI, Benjamin Ickes, Deb Brooks, Jim Taylor-JR/PGI@PGI, Lauren Millard-LM/PGI@PGI, Lauren Ourednik-L/PGI@PGI, Mark Komanecky-MA/PGI@PGI, Ron Guiliano-RT/PGI@PGI, Keith Williams-KJ/PGI@PGI Subject: Re: OS Signature Displays/Endcap pictures Link

Faith, Deb and Ben - Outstanding Work!!!!!! Thanks for sharing the pictures of your finished product. I applaud yourcollaboration which clearly created a beautiful outcome. Many thanks!

Barbie Blair Old Spice APDO & Fragrance513-983-7636

To: Jim Taylor-JR/PGI@PGI, Mark Komanecky-MA/PGI@PGI, Barbie Blair-BE/PGI@PGI, Ankur Marwah-A/PGI@PGI, Benjamin Ickes, Deb Brookscc: Lauren Ourednik-L/PGI@PGI, Lauren Millard-LM/PGI@PGI, Ron Guiliano-RT/PGI@PGI Subject: OS Signature Displays/Endcap pictures

All - Attached are the Old Spice Signature displays and Endcap pictures. One word: Awesome! CCI outstanding job! Monday and Tuesday I was in QA/Riedsville along with Deb Brooks/Acct. Mgr. and Ben Ickes/Design Rep. from CCI. One of each of the displays/endcap were built to make sure that each piece went together with perfection and QA had a good understanding of how each display/endcap went together. It was great having Ben onsight to answer any questions on the assembling of the displays/Endcap and immediately acting on any questions/adjustments that needed to be made. What a team effort to make this launch a success. Thanks CCI and QA.

Faith MaupinDOOS AE513-698-4796

To: Deborah Brooks; jcampbell@interbrandcinti.com Cc: Benjamin Ickes; taylor.jr@pg.com

Team OS POSM,I just saw the final POSM, WOW looks fantastic. Great job team! Thank you for your patience and vision as we struggled to pull this together, I think the end result speaks for its self. I cant wait to see everything fly off shelf. Many thanks! IAN CARNDUFFPRODUCT DESIGN DIRECTORt. 212 515 6615m. 917 304 2422NiCE Ltd.355 West 52nd St,New York, NY 10019

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: Olay Design Challenge to Create a Bold New Look for Regenerist Night New Product Launch: Art Deco Influence Creates Layered/Curved Graphic Areas that Mimic Packaging Art and Provide Opportunities for Product Branding: Clear Plastic Shelves Enhance Product Visibility While Still Remaining Recyclable

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: RFQ Design Challenge: Large Eye Catching Litho Graphic Areas Customizable for Product or Promotional Branding: Shelves Extend Product for Increased Consumer Visibility and Accessibility: Use of Common Components Reduced Overall Cost, Allowing for a Greater Portion of the Budget to be Used on Larger Litho Graphic Areas: Aided in the Advancement into the Next Round of the Hershey RFQ

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: Revlon Design Challenge

: Reduce Cost While Retaining

Exact Same Look

Original Design:

: 7 Components

- 5 Litho

- 2 Flexo

: Unsightly Litho Labels

: Complex Assembly

Redesign:

: 5 Components

- 3 Litho

- 1 Flexo

- 1 No Print

: Smaller/More Efficient

Litho Components

: Shelves More Customizeable

- Eliminates Need for Lip Label

: Simplified Assembly

: Maximizes Litho Visibility

: 10% Less Corrugated

: 25% Less Litho Required

: 28% Less Tooling Cost

: 23% Overall Cost Reduction

: Redesigned

Sidekick

: Original

Sidekick

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: Family of Counter Units for Neutrogena: Common Base Structure with Large Customized Litho Graphic: Curved Graphics give Eye Catching Shelf Presence

amily of Counter Units or Neutrogenaommon Base Structure ith Large Customizedtho Graphicurved Graphics give ye Catching Shelfresence

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: OnpackBefore

Advantages:

: Lower Packaging Cost using Printed Shrink Wrap: Fewer Components: Lower Cost for Assembly: Less Post Consumer Waste: More Product per Pallet: Higher Brand Vislibility using Litho Trays

: Overall Savings - 25%: Onpack

After

: Litho Pallet Tray

: Pallet Layout Before - 6 Trays per Layer

: Pallet Layout After - 8 Trays per Layer

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: Shelf PackBefore

: Shelf PackBefore

: Shelf PackAfter

Advantages:

: Multiple Trays Out on One Litho Sheet: Cleaner Edges on Shelf: Higher Rate of Store Compliance: More Opportunity for Product Branding: Less Expense Discarded at Retail Set-up

: Overall Savings - 15%: Shelf Pack

After

: Shelf Pack on Shelf

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40.00

45.75

: Quarter PalletDisplay Before

Advantages:

: Less Litho Needed for Equal Litho Graphic Visibility: Fewer Components: Lower Cost for Assembly: Less Post Consumer Waste: More Displays per Pallet

: Overall Savings - 30%

: Quarter PalletDisplay After

: Pallet Layout Before - 5 Displays per Pallet

: Pallet Layout After - 6 Displays per Pallet

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Advantages:

: Larger, More Prominent Litho Graphic Areas: Higher Product Visibility: Lower Cost for Assembly: Less Post Consumer Waste: More Displays per Pallet: Higher Brand Vislibility

: Overall Savings - 15%

: Pallet Layout Before - 20 Displays per Pallet

: Pallet Layout After - 28 Displays per Pallet

53.313

48.00040.000

39.94 47.69

52.25

: FloorstandBefore

: FloorstandAfter

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