the cleverest and best looking team in the game.

SARAHTABB

MIKEFISHBEIN

Put a cute animal in

the commercial

!

Status.Symbol.

If it comes in an

adorable package, it’s mine!

Why am I here?

See Slide 2.

COURTNEYMASON

• San Francisco, CA• UC Berkeley• Consulting Confucius• Addicted to Real

Housewives Anything

• Charlotte, NC• UNC Tar Heel• BofA Excel Vixen• Fried Food and

Biscuit Connoisseur

• New York , NY• Colgate University• An American Bull in

a Paris I-Bank• Addicted to Real

Housewives…Kellogg

• Washington, DC• Maryland Terrapin• Deloitte Consulting• Jack of All Trades…

Master of None

• Boston, MA• University of Virginia• Bain Brain• Can crush you in a

rap battle, Ma$e-style

I will pay extra for organic

anything.

We are 2 bankers and 3 consultants who want to trade DCF models & frequent flyer miles for the glory of the 4 Ps. We came to Kellogg to market, and market we will do! The brander inside us is

DYING to escape. You know we have the analytics. But wait until you see our right brains at work. Clever. Classic. Sassy. Sizzling.

If a girl’s selling,

I’m buying.

MR.CLEAN• Cincinnati, OH• School of Hard

Knocks• Mad at dirt since

1965

MIKESCHAFFER

JOYCELI

WE LOVE THE MR CLEAN MAGIC ERASER. HE IS NOT JUST FOR MOMS.

THE CAMPAIGN IN ACTION

Look, Ma – studious & clean!Mr. Clean! Just in time!

Dan had a great Friday… Mom can’t see this!!

I’m on my way,

honey!

But Mom’s coming!

YOU KNOW YOU WANT US. WE’LL CLEAN UP THE

COMPETITION.

MARKET RESEARCH & JUSTIFICATIONIt is documented that frat stars and young straight dudes are the dirtiest of all demographics (ages 18-35).They have moms. And they have girls who they want to walk more than 1 foot into the apartment.Moms/Girls will go nowhere near an apartment with pizza stains on the wall, hot dogs stains on the floor, jalapeno popper stains on the ceiling, and a toilet bowl/seat that’s never been cleaned. These guys need something to clean up their

sh*t (literally). Without being time consuming, because let’s face it, for this demographic, when they’re not at work, it’s always bar o’clock.

We conducted a focus group at Monday Night Football –passion for this product is strong among this group!THE STRATEGY

Product: No change required Price: No change requiredPromotion:

o Advertisements that feature dudes utilizing the Magic Eraser to fight tough messes in crucial moments (see storyboard at right)

o Advertisements on networks catering to our target demographic (ESPN, Spike TV, Fox Sports, Comedy Central, TNT, TBS etc.)

o Free Magic Erasers at sporting eventso Celebrity spokesmen The Situation & Pauly D. (have

you seen them clean on Jersey Shore? Seriously, they clean in every episode.)

Placement: Expand retail channels to hardware stores, sporting goods stores, outdoor stores

o Special in-store displays with life-sized cutouts of our spokesmen endorsing the product

o “When you have to clean up after a grenade, it’s Magic Eraser…then GTL.”

MR.CLEAN TODAY MR.CLEAN TOMORROW Age, marital and

parental status, needs and behaviors

Moms who have to get tough stains out quickly because they do not have time to scrub/repaint Man around the house who can be “Trusted Every Day” and has more to offer than the generic spray cleaners

“Mr. Clean Dude” campaign; he’s a clean dude, and you can be, too!

18-35 year old single men living alone

No change requiredSTP

Mike Fishbein mfishbein2012@kellogg.northwestern.edu

917-685-6419

Sarah Tabb* stabb2012@kellogg.northwestern.edu

704-299-4402

Michael Schaffer mschaffer2012@kellogg.northwestern.edu

703-474-0073

Courtney Mason cmason2012@kellogg.northwestern.edu

617-320-9320

Joyce Li jli2012@kellogg.northwestern.edu 626-271-4919

Outtakes from our commercial photo shoot, for your enjoyment

:)

*TEAM CONTACT