Vault Concepting

Round #1February 6, 2008

“Vault built a soda with extra quench and kick because being a man is thirsty work and requires extra of both”

In 2008, Vault will turn boys into men

Vault Concept #1: Man-hood

Introducing Man-hood, the home of the Vault factory and the setting for thirsty work

Manhood is the ultimate guy destination. Its where men go to be

men.

Man-hood will come to life at retail

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Man-hood will come to life at retail

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Vault will haul the Man-hood on the road to key retailers and events

• Step inside Man-hood, the ultimate man-topia experience:

● Play video games on massive TVs● Grill cowboy steaks on the largest

Big Green Egg ● Take the Man-hood Challenge:

● Compete against the clock in “thirsty work activities” like lumberjack and firefighter simulators…

• Check out the traveling Man-hood as it rolls into Monster Truck races, the NHRA, NASCAR, College and Pro football Tailgating and Blue Collar Concerts like AC/DC.

Man-hood will become a virtual man’s fantasy world on second life

• Develop your own Man persona and take on the following challenges in Man-hood:– Play all-in poker with legends of the

game– Saw down Giant Sequoias– Mow the lawn at the Yankee Stadium– Drive a Monster Truck– Go Shark Fishing– Battle in the ultimate fighting league– Drink Vault to unlock other cool guy

stuff & win prizes

Build the ultimate Man-or in Second Life or win it for real

• Build a Man-or fit for a King, you:– Every room has a 100” Flatscreen– Complete Surround Sound Wiring

and PS3 Gaming system– Backyard putting green – Giant John Deer Mower– Huge Green Egg– Outdoor Fire Pit– Monstersize Garage fits Monster

Truck– Barcaloungers with built in coolers

filled with Vault– Every room is a game room

complete with a Vault-erator– Escape Hatch

• Designed by Kid Rock• Watch the progress on you-tube

and/or Spike. Log-in and Win! The original and ultimate Man-Cave!!!!

Vault Concept #2: Be a Man, Drink Vault

– abdominal and chest hair – more hair on other parts of body – more facial hair – larger hands and feet than women – broader shoulders and chest – heavier skull and bone structure – greater muscle mass – a prominent Adam's apple and deep voice – fat deposits mainly around the abdomen and waist ("apple shape") – coarser skin texture

Wikipedia defines the transition from being a boy to a man this way….

1. Ditch your skateboard2. Trade in your vans for steel toed boots3. Get paychecks instead of allowance4. Ride a Motorcycle, not a bicycle5. Upgrade your ride6. From bicycle pedals to putting your pedal to the metal7. Dump your HS Girlfriend8. Go from Mario to Madden9. Road trip to Vegas10.Spend a night in jail11.Host a bachelor party12.No more scratching in public

We define it even further….

It’s time to Lose the Dew. Be a Man, Drink Vault.

Be a Man, Drink Vault @ Retail

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Be a Man, Drink Vault @ Retail

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Be a Man, Drink Vault @ Retail

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Be a Man, Drink Vault @ Retail

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Vault will hold a skateboard burning rally to mark the transition from boys to men

• In the spirit of the bra burning feminist movement of the 60’s, men will say farewell to their boyhood by burning skateboards at an organized PR rally.

• Interviews will show men declaring that they are now “too manly for their skateboards”

Vault can create a reverse “Queer Eye for the Straight Guy” TV and digital concept

• In a clear juxtaposition to the “Fab Five” finding man’s inner-metrosexual on Queer Eye for the Straight Guy,” Vault will create a real man’s bootcamp, helping boys become men.

• Vince Vaughn, Seth Rogan and Chuck Liddell will serve as a team of real men who will put boys through Man Challenges:

– Work out in NFL weight room– Get a tattoo– Ride a bull– Change Your Oil– Compete in the fireman challenge– Race Zambonis– Wash windows on a skyscraper– Saw like a Lumberjack– Drive a Monster Truck

• Watch the show on youtube or in conjunction with the Spike TV’s Guy’s Choice awards.

Vault Concept #3: Well Equipped

Are you well equipped for the thirsty work ahead?

Thirsty work is strenuous. Men need the rights tools for the job, including Vault. Be prepared. Take Charge and Get to it!

Be well equipped at Retail

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Be well equipped at Retail

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Be well equipped at Retail

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Be well equipped at Retail

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Alternative Look Pole Signs

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Be well equipped at Retail

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Well Equipped OOH Example

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Vault will bring the right larger than life equipment to Man events

• The Right Equipment for NASCAR, Tailgating, NHRA, Concerts and Monster Trucks:– A massive Vault Green Egg

designed to cook for hungry tailgaters and construction workers everywhere

– Giant Green Vault branded John Deere Tractors will mow the grass at MLB stadiums

– Brand Giant Vault Snow Plows for colder climates and ski areas

– And more…

Be A Man and Jam live on stage with AC/DC and Rock Band

• The Facts:– AC/DC is going on tour

summer 2008 for the first time in 10 years

– Rock Band has surpassed Guitar Hero, as the hottest selling music game

• The Score:– Play Vault’s Be a Man and

Jam AC/DC Challenge on Playstation 3 Interactive Rock Band (Play at home or at local tournaments hosted by Vault)

– The winning Vault Be a Man and Jam Rock Band will get to play live on-stage with AC/DC.

Additional Vault Property Thoughtstarter

Being the “Man Behind the Scenes” is Thirsty Work

This summer, Vault will release a best of Swimsuit Issue

The Facts:• In July 2008, the Swimsuit franchise will create a

special “Best of 50 years” issue• SI Swimsuit Mania

– The 2007 SI Swimsuit Issue reached over 69 million consumers and over 43 million men

– 80% said they definitely will be likely to read the issue in 2008

– Nearly 8 million people visited SI.com Swimsuit in February – March 2007, a 64% increase from 2006

Vault will show how creating the SI Swimsuit issue is thirsty work

Vault will celebrate the Man Behind the Scenes:• Vault will create content and stories from the Men

behind the scenes at SI Swimsuit Shoots. • Hear the stories of how they had to reapply suntan

lotion, dig umbrella’s in the beach, hold cameras while standing over models and so much more…

• One lucky Vault Man will get to go behind the scenes on an SI Photo Shoot for the 2009 issue.

• Vault can create customized retail activation opportunities such as:– Mini-SI Swimsuit Thirsty Work issues or posters

with unseen photography for distribution in-store and gift with purchase

– Create sales incentive and consumer event extensions with model appearances