Mosaic Worldwide BiographiesVirginia Aguirrebeitia, Strategic DirectorVirginia has a six-year track record of success working for Fortune 500 companies including Motorola, Ogilvy & Mather NY, and American Express. Her experience encompasses Marketing, Advertising, Corporate Communications, Events, and PR. Some of Virginia’s accomplishments comprise the launch of the [former] AT&T Wireless “Signals” campaign - currently AT&T’s “More Bars in More Places;”- management of all of SAP’s global advertising teams and implementation of the 2005 “Business Fundamentals” brand campaign; and leading the regional communication strategies –internal and external- for Global Commercial Card Latin America at American Express. Virginia is pursuing a Master Degree in Global Marketing Communication & Advertising at Emerson College, from which she will graduate this May. She is bilingual in Spanish and English and resides in Boston, MA with her husband David, and their Chihuahuas Nala and Blanca.

Christopher Cunnane, Production DirectorChris was born in Walpole, Massachusetts. He holds a bachelor’s degree in Communications from Stonehill College. After working in tech support for two years at a frozen beverage company, Chris moved to California and took a job in sales. Realizing that the West Coast and sales were not for him, Chris returned to Boston and took a job in marketing at a software company. After three years in marketing, he returned to school to pursue a masters degree in Global Marketing Communications and Advertising at Emerson College. In his free time, Chris enjoys travel, golf, music, and cooking with his wife Emily.

Matthew Fiorentino, Senior CopywriterAfter graduating from the University of North Carolina with a degree in music composition, Matthew Fiorentino flew to Italy to have a look around. While attending language classes in Sorrento, he fell in love with his Italian teacher. After working for the Associated Press in Rome, Matt followed his Neapolitan girlfriend to Dayton, Ohio and freelanced for the local

newspaper. He is now pursuing his goal of conquering the world through the GMCA program at Emerson College. Matt has an unhealthy obsession with Italian volcanoes (Stromboli is sick), late Beethoven, Salman Rushdie, Totó, Dante, Harry Potter in Italian, photography, and Sicilian cannoli. He also enjoys writing silly things.

Kristen Hutchinson, PR DirectorKristen is from Brookfield, Connecticut. She holds a Bachelors of Arts in Communication Studies from the University of Michigan, with an emphasis on Global Media Studies. Kristen has previously worked for N.S. Bienstock, Inc., a news and programming talent agency in Manhattan, and KYW Newsradio in Philadelphia. Kristen currently lives in South Boston with her adorable dog, Coogee, and she is very busy planning her upcoming wedding. In her free time, she enjoys dancing, exercising, traveling, catching up with close friends, and watching Michigan football.

Laura Kelly, Account DirectorAfter receiving a Bachelor’s Degree in Journalism where she developed an early interest advertising copywriting, Laura Kelly has spent the past 5 years dedicated to developing and executing marketing communications plans. In 2006, Kelly collaborated on 4 ADDY award-winning campaigns. Specializing in search engine marketing, research, and media planning and buying, Kelly also worked in project management and account service. Currently, Kelly is a Master’s of Art candidate in Global Communication and Advertising at Emerson College, Boston, MA USA. She will receive her Master’s degree in September 2008.

Mosaic Worldwide Biographies (cont.)Nidhi Mathson, Planning DirectorHaving spent a majority of her life in Dubai, Nidhi completed her undergraduate degree in marketing from York University, Canada. She made her first break into the real world when she began working for J. Walter Thompson in Dubai. She spent 3 years in advertising working for multinational clients such as Kraft Foods and Reckitt Benckiser. With a newfound love and ability to excel in the communications industry Nidhi decided to fine-tune her craft. She is now working toward a Masters in Global Marketing and Advertising at Emerson College. Nidhi is passionate about advertising and enjoys reading books on the subject. In her free time she enjoys exploring new places and learning about different cultures and eating food from around the world.

Jonathan Rodrigues, Research DirectorJonathan was born and raised in Geneva Switzerland. He holds a Bachelor of Science in International Management with a major in Marketing from the Managment School of Lausanne and is currently working towards a Master in Global Marketing Communication and Advertising. Prior to coming to Emerson, Jonathan worked at McCann Erickson as an Account Planner and as a Strategic Planner. He also worked as a marketing consultant for a luxury watch brand. His goal is to take advantage of his language skills (he speaks German, French, Portuguese, Spanish and English) and to embark upon an international career in the advertising field. In his freetime, he enjoys playing music, snowboarding, exercising, wakeboarding, and sailing.

Laura Studley, Art DirectorLaura was born and raised in Lowell, Massachusetts. She holds a Bachelors of Arts in International Politics with a minor in Asian Studies and Mandarin Chinese

from Middlebury College in Vermont. Laura worked in marketing for five years before deciding to return to school to receive her Masters in Global Marketing Communication and Advertising from Emerson College. She has extensive knowledge of financial services marketing and is expanding her specialties to include interactive and new media marketing consulting. Laura is fond of international travel and has studied, lived, or worked in: England, China, Belgium, and France. In her “free” time, she also enjoys cooking, wine, fencing, reading, and sailing with her husband Alexis.

D. Keeyeon Warren, Creative DirectorKeeyeon graduated from the University of Massachusetts at Amherst with a degree in History and Art History. After graduation, Keeyeon traveled and lived throughout Asia for six years, supporting himself by taking photographs and teaching English. While in Asia, Keeyeon discovered that he had a knack for understanding different cultures. After reading how P&G solved a lagging toothpaste sale in China by adding salt, Keeyeon got hooked.

Xiaorong Zhang, Media DirectorXiaorong was born and grew up in Shanghai, China. With her Bachelors of Arts in Broadcast Journalism from Shanghai International Studies University, she has worked in both print and broadcast media, including the Los Angeles Times and China Business TV Network. Xiaorong is now pursuing her master degree in Global Marketing Communication and Advertising at Emerson College and enjoys her life in Boston. In her free time, she likes reading, traveling and listening to the music.

Appendix I: ReferencesAd $penderhttp://products.tns-mi.com/security/

Allied Mediahttp://www.allied-media.com/

Antiperspirants and Deodorants in the U.S. , by Packaged Facts (2006)http://www.packagedfacts.com/Antiperspirants-Deodorants-1209574/

Arab Loungehttp://www.arablounge.com/

Axis of Evil Comedy Tourhttp://www.axisofevilcomedy.com/

Bebohttp://www.bebo.com/

“Between Two Worlds: Arab American Teens After 9/11”http://www.artsofcitizenship.umich.edu/listen/

Blinkxhttp://www.blinkx.com/

Buzznethttp://www.buzznet.com/

Clear Channelhttp://www.clearchannel.com/Ethnic Media in America: The Giant Hidden in Plain Sight. Bendixen & Associates for New California Media (NCM) in partnership with Center for American Progress Leadership Conference on Civil Rights Education Fund. June 7, 2005

Google Videohttp://video.google.com/

HI5http://www.hi5.com

Imeemhttp://www.imeem.com/

JC Decauxhttp://www.jcdecauxna.com/pages/Default.aspx

Market Research.comhttp://www.marketresearch.com

Market Trends: The Ethnic Male Personal Care Market, by Packaged Facts (2004)http://www.packagedfacts.com/Trends-Ethnic-Male-953403/

Mobile Marketing Associationhttp://www.mmaglobal.com/

Msn Videohttp://video.msn.com/video.aspx?mkt=en-us

National Arab American Journalist Associationhttp://www.naaja-us.com/

Teen and Tween Grooming Products: The U.S. Market, by Packaged Facts (2007)http://www.packagedfacts.com/Teen-Tween-Grooming-1535802/

The Arab American Institutehttp://www.aaiusa.org/

The Axe Effecthttp://www.theaxeeffect.com/flash.html

The U.S. Youth Market: Deciphering the Diverse Life Stages and Subcultures of 15- to 24-Year-Olds by Market Looks (2003)http://www.packagedfacts.com/Youth-Deciphering-Diverse-853274/

The U.S. Market for Men’s Grooming Products, by Packaged Facts (2004)http://www.packagedfacts.com/Men-Grooming-Products-378195/

The U.S. Market for Men’s Grooming Products: Putting a New Face on Men’s Personal Care Products by Packaged Facts (2006)http://www.packagedfacts.com/Men-Grooming-Products-904609/

The U.S. Market for Teen and Tween Grooming Products, by Packaged Facts (2004)http://www.packagedfacts.com/Teen-Tween-Grooming-831975/

The 2007-2012 World Outlook for Cosmetics and Toiletries, by Icon Group International (2006)http://www.marketresearch.com/product/display.asp?productid=1458444&g=1

U.S. Census Bureauhttp://www.census.gov/

Appendix II: RationalePrimary Target Research

Mosaic performed 5 in depth interviews in the Boston area seeking consumer insight from Arab Americans within the 18-24 year old group. Interviewees were also asked questions about their friends.

Media

According to a study by Allied Media, television is the preferred medium for Arab Americans within the 18- to 24-year-old age group. Also, Internet access among Arab Americans is higher than it is for any other ethnic group studied. The study revealed that three-quarters of all Arab American adults have access to the Internet.

Overall Attitudes

They are concerned with discrimination and would like their voice to be heard, after all they consider themselves Americans.

They do their own shopping and spend a considerable amount of money on personal grooming products.

Price is not a concern.

Brand and fragrance were extremely important when purchasing personal care products:

— All interviewees agreed that the way they smell is important to their social life and would attract female attention. — All agreed “smelling good” gave them more confidence.

— When looking for deodorant, they want a product that works.

Media Usage

ESPN, CNN and TNT were among the common favorites while at the same time, foreign channels such as Arabsat, Al Jazeera English and Arabic, were equally important.

Interviewees preferred music genres like R&B, Rock/ Alternative and the Top 40.

They read Maxim and occasionally flip through Playboy Magazine. However, they don’t subscribe to the later since it could diminish their “quality image” - they don’t like to be perceived as overtly sexual. They love entertainment and seek content with

interactivity. Arab Americans attend culturally relevant events.

Interaction with Axe

They remembered Axe commercials very well and liked the product’s scent. The interviewees were confused about the purpose

of the body spray versus the deodorant. They found the Axe advertising entertaining and

funny, yet their focus was more on the women than on the product.

They didn’t find the commercials offensive but didn’t feel they made them want to try the product.

Business Justification

Total sales $250 million in the deodarant category as of 2006

Assuming flat growth rate of 2% for the whole market, and 7% for Axe = $275 million in 2007

$3,520,000 million spent on Axe related products by Arab Americans in 2007

Projection: 25% increase thru one year campaign ($880,000)* see adjacent math

$880,000 is 0.27% of $275 million (7% increase per year)

Market share 2006 13.5%Market share 2007 14.1%Market share 2008 14.84% (increase of .74% overall)

2007Axe deodarant has $275 million in salesOveralll deodarant market $1.95 billion (2% increase)Axe has 14.1% market share overall

2008Axe $295 million in sales (+$880,000) = $295,880,000Overall deodarant market $1.989 billionAxe will have a 14.84% market share overall

Appendix II: Rationale (cont.)

$275,000,000 x 80% = $220,000,000$220,000,000 x 1.6% = $3,520,000$3,520,000 x 25% = $880,000

2006 2007 2008 AATotal Sales 1.8 Billion 1.92 Billion

(2%)$1.989 Billion (2%)

Axe Sales 250 Million 275 Million (7%)

$ 295,130,000

Percentage of Market

13.50% 14.10% 14.84%

Arab Americans

$3,000,000 $3,520,000 $4,400,000

FOR IMMEDIATE RELEASE July 1, 2008

AXE: THE FIRST POWERHOUSE BRAND TO SPECIFICALLY TARGET

ARAB AMERICANS IN NEW CAMPAIGN

Unilever’s AXE launches an innovative marketing campaign, mAXEmum security, targeting Arab

American males, between the ages of 18-24. The campaign marks the first instance of a major

brand courting this highly influential group. mAXEmum security centers on the concept of

‘Perception’ with the tagline “Get Noticed for a Reason.”

“We want to expand upon our current ‘Get a Girl’ message,” said Matthew Fiorentino, SVP of

Creative & Strategic Planning for AXE. “We have a strong sense of community and we hope to

capitalize on the following we already have by appealing to this underrepresented, highly

educated group in a post-9/11 world.”

A new print, radio, television, and OOH campaign will support the effort. Earlier this week,

AXE launched its new web site, www.AxeGetNoticed.com.

* * *

Press Contacts

For AXE:

Kristen Hutchinson 212-500-5000 hutchinson@axegetnoticed.com

FOR IMMEDIATE RELEASE March 17, 2009

AXE PRESENTS “AXIS OF EVIL” FIVE-CITY COLLEGE COMEDY TOUR

The Axis of Evil comedy tour – featuring the hilarious comedians Dean Obiedallah, Maz Jobrani,

Ahmed Ahmed, and Aron Kader – is touring college campuses this spring. In order to celebrate

the Arab American community and its artists, AXE will finance the college comedy tour as part

of its “mAXEmum security” product campaign.

Event Schedule 2009:

New York City:

April 3 New York University

April 4 Columbia University

Detroit:

April 10 University of Michigan

April 11 Michigan State University

Chicago:

April 17 Northwestern University

April 18 University of Chicago

Houston:

April 24 University of Houston

April 25 RICE University

Los Angeles:

May 1 University of California Los

Angeles

May 2 University of Southern California

Immediately following each performance, AXE will host a post-show reception and panel Q&A

discussion. Admission is free for students, however space is limited. To RSVP for the reception

please email axis@axegetnoticed.com.

AXE and “Axis of Evil” joined forces in July 2008 with the launch of AXE’s “Get Noticed for a

Reason” campaign. For additional information, please visit:

www.axisofevilcomedy.com

www.AxeGetNoticed.com

* * *

Press Contacts

For AXE:

Kristen Hutchinson 212-500-5000 hutchinson@axegetnoticed.com

Appendix III: Additional Creative Executions