Brooke Nelson Christman

Experience Snapshot1998 - 2009

Key Strengths amp Capabilities

Identifying amp Negotiating Strategic Alliances

Building Excellent Internal amp External Relationships

Influencing amp Managing Cross-Functional Teams

Successful Retail Channel Understanding amp Activation

Identifying Volume Driving Opportunities

Big Event Activation (In-Venue amp Trade)

Innovative Consumer Promotions

Supplier amp Agency Management

Media Negotiations amp Partnerships

Timely amp Direct Communication

2002 2004

200320011998

1999

2005 2006

H2OK

2007

2000

BrandPackage Launch Involvement2008

Energy Health amp Wellness CategoryMajority of these non CSD drinks were sampled and targeted at on-premise accounts such

as bar night clubs health and hospital

2001 2004 2005 2006 2007

2002

Key Strengths amp Capabilities

Identifying amp Negotiating Strategic Alliances

Building Excellent Internal amp External Relationships

Influencing amp Managing Cross-Functional Teams

Successful Retail Channel Understanding amp Activation

Identifying Volume Driving Opportunities

Big Event Activation (In-Venue amp Trade)

Innovative Consumer Promotions

Supplier amp Agency Management

Media Negotiations amp Partnerships

Timely amp Direct Communication

2002 2004

200320011998

1999

2005 2006

H2OK

2007

2000

BrandPackage Launch Involvement2008

Energy Health amp Wellness CategoryMajority of these non CSD drinks were sampled and targeted at on-premise accounts such

as bar night clubs health and hospital

2001 2004 2005 2006 2007

2002

2002 2004

200320011998

1999

2005 2006

H2OK

2007

2000

BrandPackage Launch Involvement2008

Energy Health amp Wellness CategoryMajority of these non CSD drinks were sampled and targeted at on-premise accounts such

as bar night clubs health and hospital

2001 2004 2005 2006 2007

2002

Energy Health amp Wellness CategoryMajority of these non CSD drinks were sampled and targeted at on-premise accounts such

as bar night clubs health and hospital

2001 2004 2005 2006 2007

2002

Property Management amp Activation

Retail amp QSR Channel Partnership

Retail amp QSR Channel Partnership

Strategic Alliance Partnerships

Personally InitiatedBig Event Activation

Promotional Packaging Examples

12 oz cans

Shrink Wrapped PET

12 amp 24 packs

20 oz amp 2 liter labels

12 wrapped bottle Cups

Glass bottles amp carriers

Coffee Bag

Local Market CalendarsDeveloped local market calendars that reflected brand volume driving strategies that

supported national brandmarketing platforms Responsible for reviewing amp obtaining bottler amp marketing property approval for each concept

National Platforms

Local Packaging

Local Initiatives

New Products

Media Added-Value

Media Merchandising

College on-campus

Included recaps of contractual commitments (packaging amp

media) amp marketing inventory are reviewed with bottlerrsquos sales team amp Key Accounts

team to discuss marketingsales incentive

opportunities

Logo

All branding elements of Crimson Cup were refreshed and re-launched to represent the brand appropriately Consistent messaging and visuals were achieved which

resulted in increased availability amp brand recognition

Old logo had to many variations and lacked consistency

New logo direction when I started my job Did not fit company

culture amp to close to competitors

Final logo I developed which represents updated version of old as well as refreshed look

Objective to communicate that crimson Cup is two words has been solved by color blocking

the two wordsPrevious agency amp marketing team did not look at any competitive analysis

PackagingOld packaging was made to be placed in coffeehouses and did not fit retail store shelves Look amp messaging was outdated for future targeted customers

I spent months doing competitive analysis and looking at packaging creativemessaging trends New packaging fits on shelving amp has been placed in Kroger amp Whole Foods

ldquoCoffee + Communityrdquo tagline features the word ldquounityrdquo

emphasized in red implying a sense of being one amp supporting

our communities

Managing Re-Branding at Crimson Cup

Local Market CalendarsDeveloped local market calendars that reflected brand volume driving strategies that

supported national brandmarketing platforms Responsible for reviewing amp obtaining bottler amp marketing property approval for each concept

National Platforms

Local Packaging

Local Initiatives

New Products

Media Added-Value

Media Merchandising

College on-campus

Included recaps of contractual commitments (packaging amp

media) amp marketing inventory are reviewed with bottlerrsquos sales team amp Key Accounts

team to discuss marketingsales incentive

opportunities

Logo

All branding elements of Crimson Cup were refreshed and re-launched to represent the brand appropriately Consistent messaging and visuals were achieved which

resulted in increased availability amp brand recognition

Old logo had to many variations and lacked consistency

New logo direction when I started my job Did not fit company

culture amp to close to competitors

Final logo I developed which represents updated version of old as well as refreshed look

Objective to communicate that crimson Cup is two words has been solved by color blocking

the two wordsPrevious agency amp marketing team did not look at any competitive analysis

PackagingOld packaging was made to be placed in coffeehouses and did not fit retail store shelves Look amp messaging was outdated for future targeted customers

I spent months doing competitive analysis and looking at packaging creativemessaging trends New packaging fits on shelving amp has been placed in Kroger amp Whole Foods

ldquoCoffee + Communityrdquo tagline features the word ldquounityrdquo

emphasized in red implying a sense of being one amp supporting

our communities

Managing Re-Branding at Crimson Cup

Logo

All branding elements of Crimson Cup were refreshed and re-launched to represent the brand appropriately Consistent messaging and visuals were achieved which

resulted in increased availability amp brand recognition

Old logo had to many variations and lacked consistency

New logo direction when I started my job Did not fit company

culture amp to close to competitors

Final logo I developed which represents updated version of old as well as refreshed look

Objective to communicate that crimson Cup is two words has been solved by color blocking

the two wordsPrevious agency amp marketing team did not look at any competitive analysis

PackagingOld packaging was made to be placed in coffeehouses and did not fit retail store shelves Look amp messaging was outdated for future targeted customers

I spent months doing competitive analysis and looking at packaging creativemessaging trends New packaging fits on shelving amp has been placed in Kroger amp Whole Foods

ldquoCoffee + Communityrdquo tagline features the word ldquounityrdquo

emphasized in red implying a sense of being one amp supporting

our communities

Managing Re-Branding at Crimson Cup

Website

Hot amp Cold Cups NewsletterRefreshed look and messaging to tell the Crimson Cup story to consumers

Refreshed look to make it more appealing and made content pop by adding more visuals and less words

Created brand new look and feel to the website More visuals and less copy to engage the consumer Added a customer portal feature which integrated customer networks for ordering amp account information

Retail Kiosk

Lead the branding amp design elements of a Kiosk placed in Kroger Customer and consumer feedback was great

Managing Re-Branding at Crimson Cup

Defining Brand Merchandising amp Execution Standards

Managed special projects for the National Marketing Asset Team amp developed a ldquoStandards Handbookrdquo which was a priority for the system It features how a college campus should be

merchandised amp executed Handbook currently utilized throughout the country

Responsible for supporting marketing initiatives for four Kroger KMArsquos

1 Great Lakes ndash 266 stores 3 Cincinnati ndash 109 stores

2 Central ndash 148 stores 4 Midsouth ndash 99 stores

Focus is to design Volume Driving programs that generate incremental displays cases on displays ad activity and locally relevant consumer engagement Managed budgets creative developments sell-in assistance regulate execution compliance redemption reports etc

Tools Initiative examples

Catalina Coupons

Smart Source

ROPs

Custom Ads

Custom POS

Dealer Loaders Incentives

622 stores

ConsumerRetailer Rebates

Stock-Ups

Consumer Promotions

Custom Merchandisers

Retailer Ad Tool-kits

Kroger Marketing Involvement

Strategic Alliance Initiative Prior to the Tab energy launch I reached out to Innovation VP and presented my concept

of utilizing the Junior League organization as a partner to help us launch the brand as their members are market-place female influencers With a budget of $100000 I was able to

execute a national partnership that resulted in successful results for Tab energy

Strategic Alliance Initiative

Key Call-OutsPersonally Initiated negotiated amp coordinated

within a five week window

300 TaB energy sampling kits distributed to 292 local leagues in North America

29352 samples (1223 cs) to Key Influencers at launch date

Activated two Regional Conventions amp National Convention via sampling amp merchandise

Provided a $30000 ldquoLeadership Development Awardrdquo to the AJLI which four local leagues won as a grant

Received National AJLI Publication Coverage on our brand and support

Within 5 weeks coordinated 300 sampling kits

sampled over 29000 units and engaged our brand

With over 45000targeted consumers

Develop volume driving amp brand

building concept that will engage targeted consumer Concept based on consumer retailer competitor

environment

Present the concept to

1 upper management

2 the bottler and 3 customer For funding

approval

Create Project Briefand receive approval from Brand Team as well as internal legal

on brand compliance

Share Creative Brief with creative

agency and packaging suppliers

Timeline amp budget is agreed upon

bullManage creative process

bullSecure prize pool Determine fulfill-

ment option

bullFinalize rules amp obtain 1-800

Work with CCE distribution on

forecasting volume amp placing orders of

sustaining vspromotional

packaging for promotional period

bullSecure media partner

bullObtain POS quantities from sales

centersaccounts

bullDevelop incentive structure

Present program details volume

goals and incentive program to individual sales

centers

Perform market visits in the trade

to confirm compliance

Notify winner if applicable and

coordinate prize pool

Recap results and capture key

learnings to share

Promotional Execution Management

EXECUTE

Big Event Activation ndash NCAA

Game Day Highlights

6 am Jan 3rd

Coca-Cola cans are produced in

Cincinnati OH Cans sent to AZ on Delta Dash at noon EST

1245 am EST Jan 4th

Coke can is on ESPN during the Press Conference ndash

donrsquot they look good together

Campaign OSU National ChampionsI am the program lead managing cross-functional departments to ensure in-market

timing and execution excellence

1215 am EST Jan 4th

Coach Tressel and his Buckeyes received Fiesta Bowl Trophy

Defining Brand Merchandising amp Execution Standards

Managed special projects for the National Marketing Asset Team amp developed a ldquoStandards Handbookrdquo which was a priority for the system It features how a college campus should be

merchandised amp executed Handbook currently utilized throughout the country

Responsible for supporting marketing initiatives for four Kroger KMArsquos

1 Great Lakes ndash 266 stores 3 Cincinnati ndash 109 stores

2 Central ndash 148 stores 4 Midsouth ndash 99 stores

Focus is to design Volume Driving programs that generate incremental displays cases on displays ad activity and locally relevant consumer engagement Managed budgets creative developments sell-in assistance regulate execution compliance redemption reports etc

Tools Initiative examples

Catalina Coupons

Smart Source

ROPs

Custom Ads

Custom POS

Dealer Loaders Incentives

622 stores

ConsumerRetailer Rebates

Stock-Ups

Consumer Promotions

Custom Merchandisers

Retailer Ad Tool-kits

Kroger Marketing Involvement

Strategic Alliance Initiative Prior to the Tab energy launch I reached out to Innovation VP and presented my concept

of utilizing the Junior League organization as a partner to help us launch the brand as their members are market-place female influencers With a budget of $100000 I was able to

execute a national partnership that resulted in successful results for Tab energy

Strategic Alliance Initiative

Key Call-OutsPersonally Initiated negotiated amp coordinated

within a five week window

300 TaB energy sampling kits distributed to 292 local leagues in North America

29352 samples (1223 cs) to Key Influencers at launch date

Activated two Regional Conventions amp National Convention via sampling amp merchandise

Provided a $30000 ldquoLeadership Development Awardrdquo to the AJLI which four local leagues won as a grant

Received National AJLI Publication Coverage on our brand and support

Within 5 weeks coordinated 300 sampling kits

sampled over 29000 units and engaged our brand

With over 45000targeted consumers

Develop volume driving amp brand

building concept that will engage targeted consumer Concept based on consumer retailer competitor

environment

Present the concept to

1 upper management

2 the bottler and 3 customer For funding

approval

Create Project Briefand receive approval from Brand Team as well as internal legal

on brand compliance

Share Creative Brief with creative

agency and packaging suppliers

Timeline amp budget is agreed upon

bullManage creative process

bullSecure prize pool Determine fulfill-

ment option

bullFinalize rules amp obtain 1-800

Work with CCE distribution on

forecasting volume amp placing orders of

sustaining vspromotional

packaging for promotional period

bullSecure media partner

bullObtain POS quantities from sales

centersaccounts

bullDevelop incentive structure

Present program details volume

goals and incentive program to individual sales

centers

Perform market visits in the trade

to confirm compliance

Notify winner if applicable and

coordinate prize pool

Recap results and capture key

learnings to share

Promotional Execution Management

EXECUTE

Big Event Activation ndash NCAA

Game Day Highlights

6 am Jan 3rd

Coca-Cola cans are produced in

Cincinnati OH Cans sent to AZ on Delta Dash at noon EST

1245 am EST Jan 4th

Coke can is on ESPN during the Press Conference ndash

donrsquot they look good together

Campaign OSU National ChampionsI am the program lead managing cross-functional departments to ensure in-market

timing and execution excellence

1215 am EST Jan 4th

Coach Tressel and his Buckeyes received Fiesta Bowl Trophy

Responsible for supporting marketing initiatives for four Kroger KMArsquos

1 Great Lakes ndash 266 stores 3 Cincinnati ndash 109 stores

2 Central ndash 148 stores 4 Midsouth ndash 99 stores

Focus is to design Volume Driving programs that generate incremental displays cases on displays ad activity and locally relevant consumer engagement Managed budgets creative developments sell-in assistance regulate execution compliance redemption reports etc

Tools Initiative examples

Catalina Coupons

Smart Source

ROPs

Custom Ads

Custom POS

Dealer Loaders Incentives

622 stores

ConsumerRetailer Rebates

Stock-Ups

Consumer Promotions

Custom Merchandisers

Retailer Ad Tool-kits

Kroger Marketing Involvement

Strategic Alliance Initiative Prior to the Tab energy launch I reached out to Innovation VP and presented my concept

of utilizing the Junior League organization as a partner to help us launch the brand as their members are market-place female influencers With a budget of $100000 I was able to

execute a national partnership that resulted in successful results for Tab energy

Strategic Alliance Initiative

Key Call-OutsPersonally Initiated negotiated amp coordinated

within a five week window

300 TaB energy sampling kits distributed to 292 local leagues in North America

29352 samples (1223 cs) to Key Influencers at launch date

Activated two Regional Conventions amp National Convention via sampling amp merchandise

Provided a $30000 ldquoLeadership Development Awardrdquo to the AJLI which four local leagues won as a grant

Received National AJLI Publication Coverage on our brand and support

Within 5 weeks coordinated 300 sampling kits

sampled over 29000 units and engaged our brand

With over 45000targeted consumers

Develop volume driving amp brand

building concept that will engage targeted consumer Concept based on consumer retailer competitor

environment

Present the concept to

1 upper management

2 the bottler and 3 customer For funding

approval

Create Project Briefand receive approval from Brand Team as well as internal legal

on brand compliance

Share Creative Brief with creative

agency and packaging suppliers

Timeline amp budget is agreed upon

bullManage creative process

bullSecure prize pool Determine fulfill-

ment option

bullFinalize rules amp obtain 1-800

Work with CCE distribution on

forecasting volume amp placing orders of

sustaining vspromotional

packaging for promotional period

bullSecure media partner

bullObtain POS quantities from sales

centersaccounts

bullDevelop incentive structure

Present program details volume

goals and incentive program to individual sales

centers

Perform market visits in the trade

to confirm compliance

Notify winner if applicable and

coordinate prize pool

Recap results and capture key

learnings to share

Promotional Execution Management

EXECUTE

Big Event Activation ndash NCAA

Game Day Highlights

6 am Jan 3rd

Coca-Cola cans are produced in

Cincinnati OH Cans sent to AZ on Delta Dash at noon EST

1245 am EST Jan 4th

Coke can is on ESPN during the Press Conference ndash

donrsquot they look good together

Campaign OSU National ChampionsI am the program lead managing cross-functional departments to ensure in-market

timing and execution excellence

1215 am EST Jan 4th

Coach Tressel and his Buckeyes received Fiesta Bowl Trophy

Strategic Alliance Initiative Prior to the Tab energy launch I reached out to Innovation VP and presented my concept

of utilizing the Junior League organization as a partner to help us launch the brand as their members are market-place female influencers With a budget of $100000 I was able to

execute a national partnership that resulted in successful results for Tab energy

Strategic Alliance Initiative

Key Call-OutsPersonally Initiated negotiated amp coordinated

within a five week window

300 TaB energy sampling kits distributed to 292 local leagues in North America

29352 samples (1223 cs) to Key Influencers at launch date

Activated two Regional Conventions amp National Convention via sampling amp merchandise

Provided a $30000 ldquoLeadership Development Awardrdquo to the AJLI which four local leagues won as a grant

Received National AJLI Publication Coverage on our brand and support

Within 5 weeks coordinated 300 sampling kits

sampled over 29000 units and engaged our brand

With over 45000targeted consumers

Develop volume driving amp brand

building concept that will engage targeted consumer Concept based on consumer retailer competitor

environment

Present the concept to

1 upper management

2 the bottler and 3 customer For funding

approval

Create Project Briefand receive approval from Brand Team as well as internal legal

on brand compliance

Share Creative Brief with creative

agency and packaging suppliers

Timeline amp budget is agreed upon

bullManage creative process

bullSecure prize pool Determine fulfill-

ment option

bullFinalize rules amp obtain 1-800

Work with CCE distribution on

forecasting volume amp placing orders of

sustaining vspromotional

packaging for promotional period

bullSecure media partner

bullObtain POS quantities from sales

centersaccounts

bullDevelop incentive structure

Present program details volume

goals and incentive program to individual sales

centers

Perform market visits in the trade

to confirm compliance

Notify winner if applicable and

coordinate prize pool

Recap results and capture key

learnings to share

Promotional Execution Management

EXECUTE

Big Event Activation ndash NCAA

Game Day Highlights

6 am Jan 3rd

Coca-Cola cans are produced in

Cincinnati OH Cans sent to AZ on Delta Dash at noon EST

1245 am EST Jan 4th

Coke can is on ESPN during the Press Conference ndash

donrsquot they look good together

Campaign OSU National ChampionsI am the program lead managing cross-functional departments to ensure in-market

timing and execution excellence

1215 am EST Jan 4th

Coach Tressel and his Buckeyes received Fiesta Bowl Trophy

Strategic Alliance Initiative

Key Call-OutsPersonally Initiated negotiated amp coordinated

within a five week window

300 TaB energy sampling kits distributed to 292 local leagues in North America

29352 samples (1223 cs) to Key Influencers at launch date

Activated two Regional Conventions amp National Convention via sampling amp merchandise

Provided a $30000 ldquoLeadership Development Awardrdquo to the AJLI which four local leagues won as a grant

Received National AJLI Publication Coverage on our brand and support

Within 5 weeks coordinated 300 sampling kits

sampled over 29000 units and engaged our brand

With over 45000targeted consumers

Develop volume driving amp brand

building concept that will engage targeted consumer Concept based on consumer retailer competitor

environment

Present the concept to

1 upper management

2 the bottler and 3 customer For funding

approval

Create Project Briefand receive approval from Brand Team as well as internal legal

on brand compliance

Share Creative Brief with creative

agency and packaging suppliers

Timeline amp budget is agreed upon

bullManage creative process

bullSecure prize pool Determine fulfill-

ment option

bullFinalize rules amp obtain 1-800

Work with CCE distribution on

forecasting volume amp placing orders of

sustaining vspromotional

packaging for promotional period

bullSecure media partner

bullObtain POS quantities from sales

centersaccounts

bullDevelop incentive structure

Present program details volume

goals and incentive program to individual sales

centers

Perform market visits in the trade

to confirm compliance

Notify winner if applicable and

coordinate prize pool

Recap results and capture key

learnings to share

Promotional Execution Management

EXECUTE

Big Event Activation ndash NCAA

Game Day Highlights

6 am Jan 3rd

Coca-Cola cans are produced in

Cincinnati OH Cans sent to AZ on Delta Dash at noon EST

1245 am EST Jan 4th

Coke can is on ESPN during the Press Conference ndash

donrsquot they look good together

Campaign OSU National ChampionsI am the program lead managing cross-functional departments to ensure in-market

timing and execution excellence

1215 am EST Jan 4th

Coach Tressel and his Buckeyes received Fiesta Bowl Trophy

Develop volume driving amp brand

building concept that will engage targeted consumer Concept based on consumer retailer competitor

environment

Present the concept to

1 upper management

2 the bottler and 3 customer For funding

approval

Create Project Briefand receive approval from Brand Team as well as internal legal

on brand compliance

Share Creative Brief with creative

agency and packaging suppliers

Timeline amp budget is agreed upon

bullManage creative process

bullSecure prize pool Determine fulfill-

ment option

bullFinalize rules amp obtain 1-800

Work with CCE distribution on

forecasting volume amp placing orders of

sustaining vspromotional

packaging for promotional period

bullSecure media partner

bullObtain POS quantities from sales

centersaccounts

bullDevelop incentive structure

Present program details volume

goals and incentive program to individual sales

centers

Perform market visits in the trade

to confirm compliance

Notify winner if applicable and

coordinate prize pool

Recap results and capture key

learnings to share

Promotional Execution Management

EXECUTE

Big Event Activation ndash NCAA

Game Day Highlights

6 am Jan 3rd

Coca-Cola cans are produced in

Cincinnati OH Cans sent to AZ on Delta Dash at noon EST

1245 am EST Jan 4th

Coke can is on ESPN during the Press Conference ndash

donrsquot they look good together

Campaign OSU National ChampionsI am the program lead managing cross-functional departments to ensure in-market

timing and execution excellence

1215 am EST Jan 4th

Coach Tressel and his Buckeyes received Fiesta Bowl Trophy

Big Event Activation ndash NCAA

Game Day Highlights

6 am Jan 3rd

Coca-Cola cans are produced in

Cincinnati OH Cans sent to AZ on Delta Dash at noon EST

1245 am EST Jan 4th

Coke can is on ESPN during the Press Conference ndash

donrsquot they look good together

Campaign OSU National ChampionsI am the program lead managing cross-functional departments to ensure in-market

timing and execution excellence

1215 am EST Jan 4th

Coach Tressel and his Buckeyes received Fiesta Bowl Trophy

Multi-ChannelGrocery 200+CampP 150+on-campus (OSU)in-venue (Fiesta Bowl)

activation successful achieved throughout Ohio

CreativityCustom packaging amp POS

Both developed prior event get in market immediately

Custom vending program on 184 machines

Creative way to get can to stadium amp in PressLocker rooms

Multi-MediaRadio CoverageTV CoverageNational amp Regional

Newspaper coverageExposure to 5254245

consumers

Big Event Activation - NCAAActivation RESULTS

Results Snapshot

Incremental 140000 cs lift100 increase volume in 6pksIncremental 250+ displaysIncremental 9+ ad featuresGP up $110 per cs ndashvs- normal 6

pk pricingFree PR Value received $50000 +

Big Event Activation ndashSuper Bowl

Energy portfolio

growth was 326 MTD

in Feb

Part of the Coca-Cola North America team that activated the 2006 Super Bowl which was a Pepsi event

Full Proximity Marketing plan was executed around central Detroit which grew our energy portfolio 326 for February

Mobile Sampling Tours distributed over 30000 cans of Vault Full Throttle amp Rockstar in 3 day period

Hawaiian Tropics girls utilized in 24 barnigh club accounts tosample and engage brand with consumers within 5 day period

12 radio station on-air promotions executed valued at $156000

Gained 350 new shelves amp 219 new countertop cooler placements

Commemorating Events Tool-Kit

Collegiate amp Professional Sports Tool-kit with approved packaging POS merchandise truck backs print ads and Press Release templates Guide outlines key

people key timing and expected financials associated with various initiatives

I won 2nd place in the country for my OSU National Championships Activation plan amp was requested to document it

therefore providing a guide for our system

Athlete Endorsement amp ActivationMaintained amp built relationships with key local ldquocelebritiesrdquo Packaging POS and merchandising

elements were utilized which drove market share and built brand awareness Identified Kirk Herbstreit to be excellent opportunity to partner with for the POWERade brand in the

college channel Negotiated with Mr Herbstreit amp his attorney for two months and we identified great opportunities Coca-Cola Company purchased Glaceau so maintained his endorsement with that brand

Jalen Rose Indiana Pacers

Steve YzermanDetroit Red Wings

`

Tiger Woods Foundation

OSU Coach Jim Tressel

OSU Coach Thad Matta

Kirk Herbstreit

John SallyESPN Game Day Super

Bowl activation

DASANI Sensations (2006) ndash 27000 OH amp MI and 12000 via Sodexho

DASANI Plus (2007) ndash 18400 in OH amp MI and 12000 via Sodexho

Caribou (2007) ndash 32000 samples during 3 week period

Full Throttle (2006) ndash 22 days in Region 54000 cans

Coke Zero Road Jam - (2005) ndash 5100 cans sampled

Vault (2005) ndash 22 days in Region 54000 cans

Coke Coca C2 - (2004) ndash 5100 cans sampled

Coke Lime amp Sprite Remix Aruba Jam (2005) ndash Lead for the Division ndash

32000 samples during 3 week period

Sprite Re-Mix - (2004) ndash5100 cans sampled

Minute Maid Lights - (2002) ndash12000 cans sampled

Mobile Tours amp Brand Ambassadors

Coke My Coke Rewards (2006) ndash Sign up 32000 consumers for MCR

Division lead for the majority of the tours to ensure communication financial approval and account leverage were executed

Vanilla Coke (2003) ndash 32000 samples during 3 week period

Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer

promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football

Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+

Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period

Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons

OSU Football Guide Ad

Campaign ldquoLegends of the Shoerdquo Bobbleheads

Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer

1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter

Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period

Kroger circular ad amp in-store POS

Consumer Promotion Sample

Big Event Activation ndashSuper Bowl

Energy portfolio

growth was 326 MTD

in Feb

Part of the Coca-Cola North America team that activated the 2006 Super Bowl which was a Pepsi event

Full Proximity Marketing plan was executed around central Detroit which grew our energy portfolio 326 for February

Mobile Sampling Tours distributed over 30000 cans of Vault Full Throttle amp Rockstar in 3 day period

Hawaiian Tropics girls utilized in 24 barnigh club accounts tosample and engage brand with consumers within 5 day period

12 radio station on-air promotions executed valued at $156000

Gained 350 new shelves amp 219 new countertop cooler placements

Commemorating Events Tool-Kit

Collegiate amp Professional Sports Tool-kit with approved packaging POS merchandise truck backs print ads and Press Release templates Guide outlines key

people key timing and expected financials associated with various initiatives

I won 2nd place in the country for my OSU National Championships Activation plan amp was requested to document it

therefore providing a guide for our system

Athlete Endorsement amp ActivationMaintained amp built relationships with key local ldquocelebritiesrdquo Packaging POS and merchandising

elements were utilized which drove market share and built brand awareness Identified Kirk Herbstreit to be excellent opportunity to partner with for the POWERade brand in the

college channel Negotiated with Mr Herbstreit amp his attorney for two months and we identified great opportunities Coca-Cola Company purchased Glaceau so maintained his endorsement with that brand

Jalen Rose Indiana Pacers

Steve YzermanDetroit Red Wings

`

Tiger Woods Foundation

OSU Coach Jim Tressel

OSU Coach Thad Matta

Kirk Herbstreit

John SallyESPN Game Day Super

Bowl activation

DASANI Sensations (2006) ndash 27000 OH amp MI and 12000 via Sodexho

DASANI Plus (2007) ndash 18400 in OH amp MI and 12000 via Sodexho

Caribou (2007) ndash 32000 samples during 3 week period

Full Throttle (2006) ndash 22 days in Region 54000 cans

Coke Zero Road Jam - (2005) ndash 5100 cans sampled

Vault (2005) ndash 22 days in Region 54000 cans

Coke Coca C2 - (2004) ndash 5100 cans sampled

Coke Lime amp Sprite Remix Aruba Jam (2005) ndash Lead for the Division ndash

32000 samples during 3 week period

Sprite Re-Mix - (2004) ndash5100 cans sampled

Minute Maid Lights - (2002) ndash12000 cans sampled

Mobile Tours amp Brand Ambassadors

Coke My Coke Rewards (2006) ndash Sign up 32000 consumers for MCR

Division lead for the majority of the tours to ensure communication financial approval and account leverage were executed

Vanilla Coke (2003) ndash 32000 samples during 3 week period

Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer

promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football

Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+

Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period

Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons

OSU Football Guide Ad

Campaign ldquoLegends of the Shoerdquo Bobbleheads

Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer

1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter

Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period

Kroger circular ad amp in-store POS

Consumer Promotion Sample

Commemorating Events Tool-Kit

Collegiate amp Professional Sports Tool-kit with approved packaging POS merchandise truck backs print ads and Press Release templates Guide outlines key

people key timing and expected financials associated with various initiatives

I won 2nd place in the country for my OSU National Championships Activation plan amp was requested to document it

therefore providing a guide for our system

Athlete Endorsement amp ActivationMaintained amp built relationships with key local ldquocelebritiesrdquo Packaging POS and merchandising

elements were utilized which drove market share and built brand awareness Identified Kirk Herbstreit to be excellent opportunity to partner with for the POWERade brand in the

college channel Negotiated with Mr Herbstreit amp his attorney for two months and we identified great opportunities Coca-Cola Company purchased Glaceau so maintained his endorsement with that brand

Jalen Rose Indiana Pacers

Steve YzermanDetroit Red Wings

`

Tiger Woods Foundation

OSU Coach Jim Tressel

OSU Coach Thad Matta

Kirk Herbstreit

John SallyESPN Game Day Super

Bowl activation

DASANI Sensations (2006) ndash 27000 OH amp MI and 12000 via Sodexho

DASANI Plus (2007) ndash 18400 in OH amp MI and 12000 via Sodexho

Caribou (2007) ndash 32000 samples during 3 week period

Full Throttle (2006) ndash 22 days in Region 54000 cans

Coke Zero Road Jam - (2005) ndash 5100 cans sampled

Vault (2005) ndash 22 days in Region 54000 cans

Coke Coca C2 - (2004) ndash 5100 cans sampled

Coke Lime amp Sprite Remix Aruba Jam (2005) ndash Lead for the Division ndash

32000 samples during 3 week period

Sprite Re-Mix - (2004) ndash5100 cans sampled

Minute Maid Lights - (2002) ndash12000 cans sampled

Mobile Tours amp Brand Ambassadors

Coke My Coke Rewards (2006) ndash Sign up 32000 consumers for MCR

Division lead for the majority of the tours to ensure communication financial approval and account leverage were executed

Vanilla Coke (2003) ndash 32000 samples during 3 week period

Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer

promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football

Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+

Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period

Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons

OSU Football Guide Ad

Campaign ldquoLegends of the Shoerdquo Bobbleheads

Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer

1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter

Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period

Kroger circular ad amp in-store POS

Consumer Promotion Sample

Athlete Endorsement amp ActivationMaintained amp built relationships with key local ldquocelebritiesrdquo Packaging POS and merchandising

elements were utilized which drove market share and built brand awareness Identified Kirk Herbstreit to be excellent opportunity to partner with for the POWERade brand in the

college channel Negotiated with Mr Herbstreit amp his attorney for two months and we identified great opportunities Coca-Cola Company purchased Glaceau so maintained his endorsement with that brand

Jalen Rose Indiana Pacers

Steve YzermanDetroit Red Wings

`

Tiger Woods Foundation

OSU Coach Jim Tressel

OSU Coach Thad Matta

Kirk Herbstreit

John SallyESPN Game Day Super

Bowl activation

DASANI Sensations (2006) ndash 27000 OH amp MI and 12000 via Sodexho

DASANI Plus (2007) ndash 18400 in OH amp MI and 12000 via Sodexho

Caribou (2007) ndash 32000 samples during 3 week period

Full Throttle (2006) ndash 22 days in Region 54000 cans

Coke Zero Road Jam - (2005) ndash 5100 cans sampled

Vault (2005) ndash 22 days in Region 54000 cans

Coke Coca C2 - (2004) ndash 5100 cans sampled

Coke Lime amp Sprite Remix Aruba Jam (2005) ndash Lead for the Division ndash

32000 samples during 3 week period

Sprite Re-Mix - (2004) ndash5100 cans sampled

Minute Maid Lights - (2002) ndash12000 cans sampled

Mobile Tours amp Brand Ambassadors

Coke My Coke Rewards (2006) ndash Sign up 32000 consumers for MCR

Division lead for the majority of the tours to ensure communication financial approval and account leverage were executed

Vanilla Coke (2003) ndash 32000 samples during 3 week period

Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer

promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football

Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+

Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period

Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons

OSU Football Guide Ad

Campaign ldquoLegends of the Shoerdquo Bobbleheads

Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer

1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter

Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period

Kroger circular ad amp in-store POS

Consumer Promotion Sample

DASANI Sensations (2006) ndash 27000 OH amp MI and 12000 via Sodexho

DASANI Plus (2007) ndash 18400 in OH amp MI and 12000 via Sodexho

Caribou (2007) ndash 32000 samples during 3 week period

Full Throttle (2006) ndash 22 days in Region 54000 cans

Coke Zero Road Jam - (2005) ndash 5100 cans sampled

Vault (2005) ndash 22 days in Region 54000 cans

Coke Coca C2 - (2004) ndash 5100 cans sampled

Coke Lime amp Sprite Remix Aruba Jam (2005) ndash Lead for the Division ndash

32000 samples during 3 week period

Sprite Re-Mix - (2004) ndash5100 cans sampled

Minute Maid Lights - (2002) ndash12000 cans sampled

Mobile Tours amp Brand Ambassadors

Coke My Coke Rewards (2006) ndash Sign up 32000 consumers for MCR

Division lead for the majority of the tours to ensure communication financial approval and account leverage were executed

Vanilla Coke (2003) ndash 32000 samples during 3 week period

Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer

promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football

Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+

Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period

Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons

OSU Football Guide Ad

Campaign ldquoLegends of the Shoerdquo Bobbleheads

Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer

1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter

Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period

Kroger circular ad amp in-store POS

Consumer Promotion Sample

Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer

promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football

Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+

Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period

Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons

OSU Football Guide Ad

Campaign ldquoLegends of the Shoerdquo Bobbleheads

Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer

1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter

Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period

Kroger circular ad amp in-store POS

Consumer Promotion Sample

OSU Football Guide Ad

Campaign ldquoLegends of the Shoerdquo Bobbleheads

Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer

1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter

Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period

Kroger circular ad amp in-store POS

Consumer Promotion Sample

Consumer Touch Points Example

Donatos Boxtopper

Custom POS

Custom Packaging throughout Ohio

Scratch Card Game Piece ndash

seeded inside 12 packs

Car Display at Football Game

Negotiated with Account Partners for prize pool

Media Partner