Table of Contents

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(No Transcript)
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Table of Contents

• Executive Summary
• Consumer Insights and Trends
• Program Details
• Merchandising Recommendations
• POS Materials
• Marketing Support
• GSV Objectives
• 2012 Superbowl Recap

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Executive Summary
SNICKERS, MMS, MILKY WAY ,TWIX, and 3
MUSKEETERS BRANDs partner to create a massive
retail event that links Mars iconic brands to the
largest at home party event of the year The
Super Bowl!!!

• Program Highlights
• Mars Chocolate official Super Bowl sponsorship
  translates easily into strong retail executions
  that enhance in-store presence and maximize
  off-take.
• Compelling 10 bonus offers and relevant Super
  Bowl overlay on future consumption motivates
  consumers to purchase, with Mars brands
  positioned as the perfect addition for Super Bowl
  parties.
• Super Bowl official sponsor displays help bring
  shoppers to Immediate Consumption displays.
  Valuable tear pad offers on their favorite brands
  drives impulse purchases.
• Timing

Performance Last Order First Delivery Last Delivery
12/23/12-2/10/13 1/11/13 12/3/12 1/18/13
SOURCE MRSI Database, Bases Snapshot, LOT Test
2009, I-coummunity Qualitative
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Consumer Insights Trends
The Event, Usage Occasion and Category are a fit
with consumers!

• Consumers see chocolate candy as a sweet treat
  served as a compliment to the main snacking table
  (salty snacks) or put out toward the end of the
  event fourth quarter as candy time1
• Super Bowl is the 1 at-home party event of the
  year ahead of New Years Eve! 3These fans throw
  7.5 million parties with 44 million party goers.4
• The Super Bowl is the second-largest snacking
  occasion of the year, second only to Thanksgiving
• More than 30 million pounds of snacks are
  consumed on Super Bowl Sunday, twice the average
  daily amount with 49 on avg. spent on food and
  beverages for an at-home Super Bowl party
• The average football fan is 35 more likely to
  purchase a brand with an NFL logo associated with
  it 2. Offering specific products for game day
  (packaging, NFL reference, etc.) will help tie
  the NFL to SNICKERS/MMS and MARS Chocolate
• 73 of NFL viewers purchased candy in the past
  six months3
• Super Bowl is the most viewed program year on
  year - over 165 Million viewers watched this year

1 Mars Snackfood Party Snacks Exploration, July
2008 2 NFL/OTX Weekly Tracker, 20083 SRI 2009, 4
National Retail Federation
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Key Takeaway Capturing shoppers out of candy
aisle with NFL display Incremental Basket Ring
for Retailers!
Consumer Insights Trends

• Consumers are doing the shopping for game day
  during their normal grocery shopping trip.  They
  are looking for football related-cues in-store to
  know where the game day food is, or are going
  down the aisles where the traditional snacks for
  game day are (salty snack, beverage, frozen food)
  -not going down the candy aisle! This makes
  securing secondary placement in store critical!
• Game day is treated by consumers much like a
  holiday is.  It is a celebratory day, a day to
  indulge.  Many snacks, including sweets, are more
  permissible on game day.  Consumers are looking
  for items (food, decorations, etc.) that will
  enhance the experience and make it special.

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FC Program Details
Consumers say that chocolate is an appropriate
complement to the snacking table or to put out
toward the end of the event for dessert1. The
Mars Super Bowl program will utilize a
two-pronged value offer on FC incenting consumers
to make our iconic chocolate brands part of their
game day ritual.
NFL SHOP Tear Pad Offer (On FC Displays)
Incents consumers with 10 offer when they buy
any 3 participating MARS Chocolate laydown bag
products.
10 Bonus BagsWith promotion Mars 10 Bonus Bags
drove gt100 incremental sales in each week
leading up to the Super Bowl and gt300
incremental sales week of the game2!
1 Mars Snackfood Party Snacks Exploration, July
2008 2 Sequoia Inc. price impact models from
2011 IRI data
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FC Consumer Offer Details

• This highly relevant program reinforces our
  marquee sponsorship by rewarding consumers with
  10 NFLSHOP.COM gift certificates with the
  purchase of any 3 Participating Mars Chocolate
  Laydown Bags
• All Quarter Pallets will have NFL Shop tear pads
  where consumers must mail in their proof of
  purchase /order form in order to claim their 10
  Gift Certificate, good on any purchase
• Participating laydown bags include SNICKERS
  Brand, MMS Brand, TWIX Brand, MILKY WAY
  Brand, and 3 MUSKETEERS Brand products
• This offer is a continuation of the NFL 2012
  program to maintain continuity and drive purchase

• NFLSHOP.COM is the official online store of the
  NFL where fans go to find jerseys, helmets,
  memorabilia and custom made items
• In 2010 the store had close to 30,000,000 unique
  visits and 1.6 Million Web Orders
• It is the largest professional sports league
  store in sales with 100 Million in annual
  sales
• The majority of traffic and sales occur during
  the NFL season
• Customers are typically displaced fans. (i.e.
  An Eagles Fan living in California)
• Women make up 60 of our customers during our
  peak sales months (Nov-Dec)

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IC Program Details

• To help stimulate consumer purchase of their
  favorite Mars brands, all IC displays in the
  program will be shipped with coupon tear pads
  pre-assembled on the display.
• Tear pad offers will be Buy Two Get One Free!

Tear Pad Information
IC Displays Tear Pads per Display Coupons per Tear Pad Max Value Expiration Date
72ct Singles Counter Unit 1 20 1.29 April 30. 2013
264ct Singles Mini Wing 2 50 1.29 April 30. 2013
1056ct Singles ¼ Pallet 2 75 1.29 April 30. 2013
168ct Sharing Size RTA 1 50 1.89 April 30. 2013
360ct Sharing ¼ Pallet 2 50 1.89 April 30. 2013
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Marketing Support
ACP Investment of approximately 14.5MM will
cover lead up to the game and conclude with
another Mars Chocolate Super Bowl Commercial
Spot!
Shopper Mktg/In-Store
National TV
Shopper Marketing focus on custom programs and
regional opportunities
Mars Chocolate has once again purchased a
Superbowl Commercial! More information to come in
Q4.
Print
Digital/Social Media
Television integration into ESPNs Monday Night
Football broadcast
Expansive campaign supporting Fantasy Football on
ESPN.com , CBSsportline and NFL.com
Marketing Support is subject to change
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Media Support
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Item Range

• MMS Brand Mixed Quarter Pallet
• Item 46026
• 288 Ct.
• ZREP 267419
• 144 Ct. MMS Brand Peanut Chocolate
  Candies, 14 oz.
• 72 Ct. MMS Brand Milk Chocolate Candies,
  14 oz.
• 72 Ct. MMS Brand Pretzel Chocolate
  Candies, 10.9 oz.

• Mixed Miniatures Quarter Pallet
• Item 38289152 Ct.
• ZREP 244622
• 64 Ct. SNICKERS Brand Miniatures, 13 oz.
• 64 Ct. MINIS MIX, 12 oz.
• 24 Ct. TWIX Brand Miniatures, 13 oz.

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Item Range
SNICKERS Brand MINIS Item 38285 13 oz. 32 Ct.
Case ZREP 242938
TWIX Brand MINIS Item 38212 13 oz. 24 Ct.
Case ZREP 240687
MINIS MIX Item 38221 12 oz. 32 Ct. Case ZREP
239627
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Item Range
MMS Brand Peanut Chocolate Candies Stackable
Display Case Item 38145 14 oz. 36 Ct. Case ZREP
240684
MMS Brand Milk Chocolate Candies Stackable
Display Case Item 38146 14 oz. 36 Ct. Case ZREP
240686
MMS Brand Peanut Butter Chocolate
Candies Stackable Display Case Item 42285 12.7
oz. 36 Ct. Case ZREP 255794
MMS Brand Pretzel Chocolate Candies Stackable
Display Case Item 46027 10.9 oz. 36 Ct.
Case ZREP 266528
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Item Range
MMS Brand Milk Chocolate Candies Item
42310 14 oz. 24 Ct. Case ZREP 256481
MMS Brand Peanut Butter Chocolate
Candies Item 42311 12.7 oz. 24 Ct. Case ZREP
255792
MMS Brand Peanut Chocolate Candies Item
42307 14 oz. 24 Ct. Case ZREP 255877
MMS Brand Pretzel Chocolate Candies Item
46028 10.9 oz. 12 Ct. Case ZREP 266435
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Item Range

• Mixed King Size RTA
• 168 Ct.
• Item 46105 ZREP
  266409
• 96 Ct. SNICKERS Brand 2-To-Go Bars, 3.29 oz.
• 24 Ct. MILKY WAY Brand 2-To-Go Bars, 3.63 oz.
• 24 Ct. TWIX Brand Caramel Cookie 4-To-Go Bars,
  3.02 oz.
• 24 Ct. 3 MUSKETEERS Brand 2-To-Go Bars, 3.28
  oz.

• Mixed Singles Counter Unit
• 72 Ct.
• Item 10101727ZREP 276633
• 36 Ct. SNICKERS Brand Peanut Butter Squared
  Bars, 1.78 oz.
• 36 Ct. MMS Brand Pretzel Chocolate Candies,
  1.14 oz.

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Item Range

• Mixed Singles
• Quarter Pallet
• 1,056 Ct.
• Item 10103187ZREP 278039
• 288 Ct. SNICKERS Bar, 1.86 oz.
• 192 Ct. MMS Brand Peanut Chocolate Candies,
  1.74 oz.
• 144 Ct. MMS Brand Milk Chocolate Candies,
  1.69 oz.
• 144 Ct. TWIX Caramel Cookie Bars, 1.79 oz.
• 108 Ct. MILKY WAY Bar, 1.84 oz.
• 108 Ct. 3 MUSKETEERS Bar, 1.92 oz.
• 72 Ct. SNICKERS Almond Bar, 1.76 oz.

• Mixed King Size
• Quarter Pallet
• 360 Ct.
• Item 10101931ZREP 276803
• 120 Ct. SNICKERS Brand 2-To-Go Bars, 3.29 oz.
• 72 Ct. MMS Brand Peanut Chocolate Candies
  Sharing Size, 3.27 oz.
• 48 Ct. MMS Brand Milk Chocolate Candies
  Sharing Size, 3.14 oz.
• 72 Ct. . TWIX Brand Caramel Cookie 4-To-Go
  Bars, 3.02 oz.
• 48 Ct. . MILKY WAY Brand 2-To-Go Bars, 3.63 oz.

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Item Range
Mixed Singles Mini Wing 264 Ct. 4/Ca. Item
10101932ZREP 276804

• Mini Wing 4 contains
• 36 Ct. SNICKERS Bar, 1.86 oz.
• 36 Ct. SNICKERS Peanut Butter Squared Bars,
  1.78 oz.

• Mini Wing 3 contains
• 36 Ct. Twix Brand Caramel Cookies Bars, 1.79
  oz.
• 24 Ct. Twix Brand Peanut Butter Cookie Bars,
  1.68 oz.

• Mini Wing 2 contains
• 36 Ct. MILKY WAY Bar, 1.84 oz.
• 36 Ct. MILKY WAY Simply Caramel Bars, 1.91 oz.

• Mini Wing 1 contains
• 36 Ct. 3 MUSKETEERS Bar, 1.92 oz.
• 24 Ct. SNICKERS Almond Bar, 1.76 oz.

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Merchandising Objectives and Insights

• Insights
• Confectionery is a very emotionally driven
  category . The in-store environment currently
  does not deliver the imagery which could lead to
  more impulsive behavior, but eye-catching
  displays placed in high traffic areas do deliver!
• 79 of shoppers said they had been tempted to buy
  confection at the spur of the moment
• Use displays to tempt the passionate fan and
  trigger impulsivity by making chocolate more
  mentally available in-store
• 98 of shoppers cover less than half the store.
  Placing confectionery in high traffic locations
  such as lobby, perimeter and front end cap can
  drive incremental sales by capturing impulse
  purchases. (Lifts range from 12.6 to 55.8)
• Arrival (lobby) and departure (front end) are
  crucial points of display as 100 of shoppers
  making a purchase MUST pass through these areas.
  Upon entering, shoppers are most positive about
  confectionery and their visual recall of
  communication is highest.
• Focus on future consumption in lobby when
  shoppers are purchasing for others and immediate
  consumption on front end when shoppers are
  purchasing for themselves

Objectives

• Grow share and physical availability
• Gain secondary merchandising locations via the
  use of displays in high-traffic areas
• Leverage open stock items for secondary display
  on front end caps or promotional aisle

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Point of Sale Materials
The following point of sale materials will be
available in NVISION by July 31st 2012
Cling - NFL12C001
Crack back - NFL12A001
Mod-Pod- NFL12M001
Dangler - NFL12D001
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Point of Sale Materials
Two-Sided Balloon NFL12B001
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Point of Sale Materials
Team Lugons and Superbowl Are available!
Customizable Lugons
NFL Llama display - NFL12L001
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Point of Sale Materials
Giants Lugon NFL12L002
Cowboys Lugon NFL12L003
Texans Lugon NFL12L004
Falcons Lugon NFL12L005
Bengals Lugon NFL12L007
Bears Lugon NFL12L006
Colts Lugon NFL12L008
Superbowl Lugon NFL12L012
Patriots Lugon NFL12L009
Steelers Lugon NFL12L010
Saints Lugon NFL12L011
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Point of Sale Materials
Team Stickers and Superbowl Are available for
Header!
Customizable Stickers for Header
NFL Dump Bin with Header - NFL12D002
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Point of Sale Materials
Cowboys- NFL12S002
Texans - NFL12S003
Falcons - NFL12S004
Bengals- NFL12S006
Colts- NFL12S007
Bears- NFL12S005
Giants- NFL12S001
Steelers - NFL12S010
Patriots - NFL12S009
Saints - NFL12S011
Superbowl - NFL12S012
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Point of Sale Materials
Item Number Item Description
NFL12C001 NFL SNK CLING
NFL12D001 NFL SNK DANGLER
NFL12M001 NFL SNK MOD POD
NFL12A001 NFL SNK CRACK BACK SINGLES
NFL12B001 NFL BALLOON
NFL12D002 NFL DUMP BIN W/HEADER SET
NFL12S001 NFL DUMP BIN STICKER GIANTS
NFL12S002 NFL DUMP BIN STICKER COWBOYS
NFL12S003 NFL DUMP BIN STICKER TEXANS
NFL12S004 NFL DUMP BIN STICKER FALCONS
NFL12S005 NFL DUMP BIN STICKER BEARS
NFL12S006 NFL DUMP BIN STICKER BENGALS
NFL12S007 NFL DUMP BIN STICKER COLTS
NFL12S008 NFL DUMP BIN STICKER PATRIOTS
NFL12S009 NFL DUMP BIN STICKER STEELERS
NFL12S010 NFL DUMP BIN STICKER SAINTS
NFL12S011 NFL DUMP BIN STICKER SUPERBOWL
NFL12L001 NFL LLMA
NFL12L002 NFL LLMA LUGON GIANTS
NFL12L003 NFL LLMA LUGON COWBOYS
NFL12L004 NFL LLMA LUGON TEXANS
NFL12L005 NFL LLMA LUGON FALCONS
NFL12L006 NFL LLMA LUGON BEARS
NFL12L007 NFL LLMA LUGON BENGALS
NFL12L008 NFL LLMA LUGON COLTS
NFL12L009 NFL LLMA LUGON PATRIOTS
NFL12L010 NFL LLMA LUGON STEELERS
NFL12L011 NFL LLMA LUGON SAINTS
NFL12L012 NFL LLMA LUGON SUPERBOWL
NFL12CS01 NFL CLIP STRIP
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GSV Volume Objectives
    Volume Breakout by Customer/Channel Volume Breakout by Customer/Channel Volume Breakout by Customer/Channel Volume Breakout by Customer/Channel Volume Breakout by Customer/Channel Volume Breakout by Customer/Channel
Item Total GSV Mass Club Drug/Specialty Grocery Value Convenience
Immediate Consumption              
SN PBSQR/MM PRTZ 72CT CU 3CA 700,000 - - - 50,000 450,000 200,000
MXD FILLED BAR KS RTA 168CT 3,300,000 - - 750,000 300,000 750,000 1,500,000
264ct Mixed Singles Mini Wing 700,000 - - 700,000 - - -
MXD KS QTR PLT 360CT 750,000 - - - 750,000 - -
MXD SNGL QTR PLT 1056CT 2,000,000 - - - 1,900,000 - 100,000
MXD SINGLES FULL PLT WM 3,200,000 3,200,000 - - - - -
Future Consumption              
SNICKERS MNTR BNS BAG DSPL 13OZ 32/CA 1,000,000 - - 500,000 500,000 - -
MIXED MNTR BONUS 12OZ VRTYBG DSPL 32/CA 775,000 - - 375,000 400,000 - -
TWIX CARAMEL MINIATURES 13OZ DSPL 24/CA 400,000 - - 200,000 200,000 - -
MIXED MNTR BONUS QTR PLT 1,200,000 - - - 1,200,000 - -
MMS MC OPEN STOCK 14OZ BNS 24/CA 1,250,000 500,000 - 300,000 - 450,000 -
MMS PEANUT OPEN STOCK 14OZ BNS 24/CA 1,600,000 700,000 - 450,000 - 450,000 -
MMS PB OPEN STOCK 12.7OZ BNS 24/CA 800,000 200,000 - 150,000 - 450,000 -
MMS PRETZEL OPENSTOCK BNS 10.9OZ 600,000 200,000 - 200,000 - 200,000 -
MMS MILK CHOC 14OZ BNS BGS DSPL 36/CA 2,300,000 - - 900,000 1,400,000 - -
MMS PEANUT BONUS BAG 14OZ DSPL 36/CA 2,425,000 - - 1,000,000 1,425,000 - -
MMS PB 12.7OZ BNS DSPL 36/CA 700,000 - - 350,000 350,000 - -
MMS PRETZEL 10 BONUS DSPLCA 10.9OZ 36/CA 1,400,000 - - 600,000 800,000 - -
MMS MC/PN/PRT 10 BONUS QTR PLT 288CT 3,400,000 - - - 3,400,000 - -
288ct Club MM's Peanut 56oz Pallet w/Skirt 1,400,000 - 1,400,000 - - - -
192ct Club Filled Bar Mixed Minis 52oz Pallet w/Skirt 900,000 - 900,000   - - -
TOTAL 30,800,000 4,800,000 2,300,000 6,475,000 12,675,000 2,750,000 1,800,000
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Next Steps

• Sell in the 2013 Superbowl Program!!
• Ensure all Superbowl items are on display from
  December - February
• Run features on the Superbowl program when
  possible
• Utilize the Mars Sponsorship Activation site on
  Salesforce.com (www.marssponsorships.com) to
  request NFL assets or information in support of
  the Superbowl 2013 Program
• Contact Derek Daugherty for additional requests
• Dont forget the Team Activation and custom
  opportunities through shopper marketing - NFL
  SHOP in-store program is flexible enough to
  create customizable opportunities and assets for
  top retail customers!
• Utilize NVISION for the exciting POP/POS
  materials available!
• Be ready for the 2013 Super Bowl checkpoint due
  Sept. 5th in Cycle 10.

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Appendix
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NFL Strategy Leverage the NFL sponsorship to
create a 5th Season for MARS chocolate
portfolio and our customers
Occasions Translate NFL equities into ownable
signature items to drive relevance in football
occasions
Merchandising Leverage NFL property to create
retail experiences and drive customer
differentiation

OBJECTIVE Own the 4th quarter snack occasion by
reinforcing relevance of MARS chocolate brands
within consumers NFL game day repertoire
Affinity categories Partner with NFL sponsors
to create shopper inspired game day solutions and
new RTM
Communication Reinforce SNK MMS brand story
expand reach among NFL fan base
Kickoff is
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Superbowl 2012Recap
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NFLX Sponsorship - the fan zone experience at
the Superbowl

• Attendance

Super Bowl XLVI (Indy) Friday, January
27 16,142 Saturday, January 28 42,238 Sunday
, January 29 41,156 Monday, January
30 18,858 Tuesday, January 31 26,629 Wednesd
ay, February 1 28,688 Thursday, February
2 16,806 Friday, February 3 25,039 Saturday,
February 4 49,483 Total 265,039 Super
Bowl XLV (Dallas) Thursday, January 27
5,124 Friday, January 28
8,232 Saturday, January 29 30,810
Sunday, January 30 32,415 Wednesday, Feb 2
5,434 Thursday, Feb
3 11,134 Friday, Feb 4 13,872
Saturday, Feb 5 49,269 Sunday,
February 6 12,683 TOTAL 168,973
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NFLX Sponsorship - the fan zone experience at
the Superbowl

• Superior Branding and Consumer interaction
• 2012 activation showcased Matthew Stafford and
  Robbie Gould autograph appearances at the
  SNICKERS and MMs activation spaces signing
  autographs for NFLX attendees at the
  SNICKERS/MMs-branded NFLX Autograph Stage

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NFLX Sponsorship - the fan zone experience at
the Superbowl

• SNICKERS and MMs brand ambassadors were
  present for all 9 days of NFLX activation and
  distributed nearly 150,000 pieces of product at
  Field Goal Kick and Let It Fly

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Brand Exposure Network Coverage
NFLX Sponsorship - the fan zone experience at
the Superbowl

• Our activation spaces were perfectly placed at
  the Entrance to NFLX, giving fans a SNICKERS
  MMs-branded welcome to the fan festival. In
  addition, this placement allowed us to gain
  invaluable additional exposure on the NFL Network
  via their studio coverage live from NFLX.

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NFL Pregame Tailgate
Game Day at Lucas Oil Stadium

• SNICKERS branded the security stations at the
  pregame tailgate party and offered Mars Ice Cream
  products once inside

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Game Day at Lucas Oil Stadium

• SNICKERS and MMs brands had unmistakable
  presence at Lucas Oil Stadium! This included a
  takeover of the East Gate and Concourse at the
  venue.

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In addition to MMs logo placement and replay
features, the debut of the Ms. Brown commercial
aired on the Lucas Oil Stadium Jumbotron!
Game Day at Lucas Oil Stadium