yoo-hoo brand book

It’s a classic.

Samantha Dilday Nick Osler Francesca ParkerNick RourkeLeann Yutuc

TABLE OF CONTENTS

I. Strategy . 3 Creative Strategy and Plan Product Overview Product SWOT Target Demographic Campaign Elements Timeline

II. Research . 11 Primary Research Secondary Research Partnerships Media Planning

III. Creative Materials . 19 Print Advertisements TV Advertisements Website Social Media

V. Public Relations Materials . 34 Fact Sheet Pitches News Releases Photo Release Media Advisory Press Kit

VI. Budget . 45

STRATEGY

CREATIVE STRATEGY AND PLAN

Crreative Strategy Statement

Materials will target young parents looking to reconnect with their youth and distinguish Yoo-hoo as a catalyst to help them relive their childhood. A nostalgic connection to childhood and baseball will convince them.

Advertising Plan

Key Fact: Yoo-hoo reminds people of their childhood

Advertising Problem: Yoo-hoo is no longer relevant to our target market

Advertising Objective: To make Yoo-hoo a relevant drink option that reminds our target market how fun it is to be a child and gives them a reason to connect with their own children

Target Consumers: Demographics: New parents between the ages of 30 to 38 with children between the ages of 4 to 12, middle class, minimum income of $55,000. Geographics: North-Eastern America. Psychographics: Value and want to reconnect with their childhood and want to share their childhood experiences with their own children

Competition: Other chocolate milk: Nesquick, Nestle, Storebrand. Indirect Competitors: Perceptions of health and the ingredients in Yoo-hoo

Key Consumer Benefit: Consumers will reconnect with their youth and bring the family together

Support: Brand logo, brand slogan, press materials, press kit, social media, website development, online presence, print ads, television commercials

Tone Statement: vintage, reminiscent, fun, sporty, heart-warming, genuine, wholesome

Mandatories and Limitations: Logo, slogan, website, mutually exclusive partnership with “The Sandlot”, Little League Baseball, and Major League Baseball

PRODUCT OVERVIEW

The Yoo-hoo name dates back to the 1920s. The company, developed by the Oliveri family, started small. At its conception, Yoo-hoo was not the chocolate drink we know today. When it first appeared, it was called Tru-Fruit—a name it got from the fresh squeezed juices it was made of. The fruit juice was first bottled and sold in the Oliveri family shop, until Mr. Natale Oliveri had another idea. He wanted to create a chocolate beverage that could not spoil but was also free from chemicals and preservatives. After some experimentation, he found that by combining the appropriate level of pressure, agitation and temperature he could eliminate spoilage problems. Once the drink met Oliveri’s standards, he readied it for commercial sale under the name “Yoo-hoo.” The drink was well received and was picked up by a major bottler/distributor. This set the foundation for a successful, widespread brand. The company has since had some memorable advertising campaigns, including a promotion with Yogi Berra and the rest of the New York Yankees during the ‘50s and ‘60s. Yoo-hoo is now owned by the Dr Pepper Snapple Group. It comes in a variety of flavors that include classic chocolate, lite chocolate, strawberry and double fudge. These flavors are available in a can, glass bottle or a box. Yoo-hoo has 230 calories and 45 grams of sugar. The two main ingredients are water and high fructose corn syrup.

Re-branded Package

The Yoo-hoo container will be re-branded in a vintage glass bottle with vintage logo as a collectible memoir.

PRODUCT SWOT

Strengths:

Because of Yoo-hoo's long history in the marketplace and its brand consistency, it has a lot of brand recognition among consumers. It also stands out against other chocolate beverages with its unique packaging, taste and brand positioning. Furthermore, the chocolate beverage market isn't particularly overcrowded. There are other chocolate milk brands, but only a handful are packaged and sold as single serving bottles, cans and drink boxes. This feature gives Yoo-hoo a competitive advantage.

Weaknesses:

Yoo-hoo has fallen off the radar as a go-to drink. Consumers still recognize the name, but need to be reminded of the product to bring back its popular standing. It also isn't technically chocolate milk and instead labels itself as a “chocolate drink.” This confuses some consumers and makes them wary of Yoo-hoo's ingredients and nutritional benefits.

Opportunities:

Yoo-hoo hasn't changed its packaging for at least twenty years, so they have the opportunity to redesign their packaging and do a bit of rebranding to make themselves more relevant to the current marketplace. They also offer a variety of flavors and lite options. If they were to highlight these options more, they could be appealing to a larger consumer base.

Threats:

Real chocolate milk brands pose a threat because they come across as being more authentic. Soda products are also a threat because they also make single serving cans and bottle available to the consumer.

TARGET DEMOGRAPHIC

The Involved Nostalgic Traditionalists

The Nostalgic Traditionalists are made up of parents between the ages of 30 and 38, with kids between the ages of 4 and 12, who have fond memories of childhood and want their children to have those same amazing experiences. These parents hold on to the tried and true. They like traditions and all things “classic.” Whether it’s the tradition of following an American pastime, the tradition of taking a family on a camping trip or the tradition of sharing a Yoo-hoo.

These parents value family time and are always looking for new ways to spend time with and bond with their children. They want to connect with their kids not just on a parent to child level, but on the level of friendship. They don’t take life too seriously. They’re more concerned with the idea that their kids have a fun upbringing that fosters in them the belief that they’re important and loved. They want to be there for every important moment of their child’s life with a pat on the back, words of advice and shows of encouragement.

CAMPAIGN ELEMENTS

PARTNERSHIPSYoo-hoo will partner with Little League Baseball, Major League Baseball and the motion picture “The Sandlot”. These partnerships were strategically chosen because each of these brands align with the spirit of Yoo-hoo’s re-brand.

KICKOFF EVENTThis kickoff event is intended to be the starting point of the campaign. Yoo-hoo will sponsor the Little League Baseball Championship and give free Yoo-hoo at the concession stands. This event is perfect for reaching our target consumers at a time when they will be open to hearing the message.

YOO-HOO DAYYoo-hoo will host a Yoo-hoo day at baseball stadiums across the country. The baseball fans will receive complimentary collectible Yoo-hoo bottles from famed baseball players and characters from the movie “The Sandlot.” The concession stands will be decked out in Yoo-hoo branding and the baseball players will be wearing throwback uniforms.

SANDLOT DOPPELGANGER CONTESTThis contest asks participants to take pictures of their children dressed like characters from “The Sandlot” while holding the re-branded Yoo-hoo bottle. These pictures will be posted onto the new Yoo-hoo website and fans will vote to choose a winning picture. The winner and their family will have a unique experience at the Major League Baseball World Series championship.

MLB WORLD SERIESThis event is the prize for the winners of the Sandlot Doppelganger Contest and marks the end of the campaign. The contest winner will be allowed to throw the first pitch of the game, will receive a baseball autographed by the whole baseball team and will get the chance to meet James Earl Jones, from “The Sandlot”. The winner and their family will also enjoy the the World Series game with complimentary Yoo-hoo.

TELEVISION COMMERCIALSTwo different commercials will air during the length of the campaign. One commercial will announce the re-brand and the second will announce the Sandlot Doppelganger Contest. The commercials will all have the same feel of nostalgia and fun and will air on ESPN, Fox, ABC and MLB TV.

MAGAZINE PRINT ADVERTISEMENTSThere are two different types of print advertisements: the “buzz” ad and the “portrait” ads. They will be featured in Sports Illustrated MLB Preview, Women’s World, and Men’s Health.

SOCIAL MEDIASocial media outlets will be used to promote our website and inform our audience about the competition. The chosen outlets we will focus on are Facebook, Pinterest and Instagram.

WEBSITEA website will be available for our audience to learn more about Yoo-hoo, as well as to enter and vote on the Sandlot Doppelganger Contest.

PRESS MATERIALSPress releases, the media alert, the fact sheet and the photo release will be sent to a variety of news outlets regarding different aspects of our campaign. These press materials will be sent in a unique press kit designed similarly to a vintage Yoo-hoo milk carton. Pitch letters will be sent to relevant bloggers and to specific magazine publications.

“Heroes get remembered, but legends never die.”

Sandlot Doppelganger ContestTo celebrate the 20th anniversary of pickling the Beast, Yoo-hoo’s giving one family an all expenses paid trip to the 2013 World Series! Submit your child’s best Sandlot look-alike

photo and enter it at Yoo-hoo.com for a chance to win.

wwww.yoo-hoo.com

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RESEARCH

PRIMARY RESEARCH Focus Groups Summary

We held interviews with 20 individuals, between the ages of 30 and 38 with children four to 12, in order to more effectively reach our target market. We asked them various questions about their shopping habits, opinions about Yoo-hoo and their use of media. The questions are listed below:

1. How often do you use products that your parents used? What are they?2. Who makes the purchasing decisions in your house?3. Do you expect your children to develop the same purchasing decisions as you?4. How important is it to you that your children enjoy eating and drinking the same things as you?5. What do you look for when purchasing food or drinks for your family (quality, taste, ingredients,

price)?6. Have you ever purchased Yoo-hoo for yourself or for your children?7. Did your parents ever purchase Yoo-hoo for you when you were younger?8. Did you drink Yoo-hoo when you were a child? Did you enjoy it?9. If you’ve stopped drinking Yoo-hoo, what made you quit drinking it?10. If you tried Yoo-hoo again and you liked it, would you start drinking it again?11. What Yoo-hoo flavor, besides chocolate, would you be interested in trying? (strawberry, banana,

coconut, etc.)12. What concerns would you have with your children drinking Yoo-hoo?13. What activity from your childhood do you wish your children could participate in if it was still

popular?14. What social media platform do you use most often: Facebook, Twitter, Pinterest or Instagram?15. How many hours a day do you spend on social media?16. What publications do you read the most?17. Where do you get your news and information?18. When are you most receptive to hearing about a new product?19. How often to you listen to radio/internet radio?20. What is your relationship status?21. Do you have any children? How many? What age?22. How old are you? (between 20-24, 25-29, 30-34, 35-39, 40+)23. What is your gender?24. What is your ethnicity?

Our research showed that people stopped drinking Yoo-hoo because they simply forgot about it, or thought it was a children’s drink. Confident that the majority of people drank Yoo-hoo when they were younger, we wanted to be sure that our target market is willing to be reintroduced to Yoo-hoo.

We are trying to invoke a sense of nostalgia but we can’t assume people drank Yoo-hoo when they were kids. We wanted to make sure people actually drank Yoo-hoo during their childhood.

Because of Yoo-hoo’s unhealthy reputation, we wanted to be sure that parents would even purchase Yoo-hoo for their children.

With knowledge that parents would buy Yoo-hoo for their children primarily as a treat, we need to know when and where they would feel the need for their children to have Yoo-hoo. Since the rebrand of Yoo-hoo will focus on the drinks past, we asked parents what activities they participated in when they were younger and wished their children could do in more often.

With the majority of parents wishing for their children to spend more time outdoors, we pursued a partnership with Major League Baseball and Little League Baseball to not only bring back nostalgic memories of Yoo-hoo but of playing outside as well.

SECONDARY RESEARCHAbout Yoo-hoo

Yoo-hoo was created in the 1920s by the Olivieri family. It was originally called Tru-Fruit and was created by squeezing the juice out of fresh fruit. Mr. Olivieri wanted to introduce a chocolate Tru-Fruit flavor but wanted to ensure that it would not spoil without the use of chemicals or preservatives. Yoo-hoo was born.

Through a heated agitation process, Mr. Olivieri discovered that he could create a chocolate drink that did not spoil. Sales and distribution increased and Yoo-hoo became more popular when Yogi Berra became the drinks spokesperson.

Yogi Berra was a New York Yankees player in the 1950s and along with his teammates launched the most successful advertising campaign for Yoo-hoo in the company’s history, according to Yoo-hoo’s website.

This inspired us to partner with Major League Baseball and to rebrand Yoo-hoo for a limited time using elements from the brands past.

Yoo-hoo is now owned by the Dr. Pepper Snapple Group. It comes in the original chocolate flavor, lite chocolate, strawberry and double fudge. It comes in a can, glass bottle or box.

Major League Baseball

At almost 75 million people attending major league baseball games a year, more people go to baseball games than any other professional sport games. The season begins in April and ends in October, with each team playing 162 games.

According to a 2009 ESPN sports poll, 63 percent of baseball fans are male and according to Scarborough Sports Marketing 53 percent of females are fans or avid fans. Fifty-three percent are above the age of 35. Sixty-nine percent of children report that they are MLB fans.

According to a survey done by Scarborough Sports Marketing, 78 percent of MLB fans have an annual income that is between $55,000 and $100,000.

Little League World Series

The Little League World Series (LLWS) is held every August. All-star little league teams from around the world compete in various tournaments to try to make it to the LLWS. The Little League World Series holds eight various tournaments sponsored by Little League International, but for our purposes we have focused primarily on the United States.

Nationwide Little League in the United States includes 7,500 teams with almost 2.7 million players. Demographic data of LLWS fans is unavailable but according to Pointstreak Statistics, approximately 150,000 people attended LLWS games in 2010.

The Sandlot

Some say that “The Sandlot” launched America’s obsession with nostalgic pop culture. The film follows a group of young baseball players during the summer of 1962. It grossed $32 million in ticket sales and $76 million in VHS and DVD sales.

This year “The Sandlot” celebrated its 20th anniversary. The film was rereleased on Blu-Ray and DVD on March 26, 2013. The film also sponsored an anniversary tour in which screenings of the iconic movie were held at baseball parks across the country.

PARTNERSHIPSMajor League Baseball

We want Yoo-hoo to inspire parents to remember their childhood and to spend more time with their children and our research showed us that parents want to do this outside. With baseball being America’s favorite pastime and baseball fans primarily being over the age of 30, partnering with the MLB was an easy choice.

Not only will parents enjoy taking their children to games and going to their children’s little league games, they will now be able to purchase Yoo-hoo at all major baseball fields in the United States.

Little League Baseball

A partnership with Little League Baseball would allow us to not only reach our target market at professional games, but at a local level as well. We would primarily focus on leagues in the United States and place Yoo-hoo in all concession stands at local baseball fields. Having Yoo-hoo available at local little league games will ignite parents’ memories of the past while exposing a younger generation to Yoo-hoo.

The Sandlot

With “The Sandlot” celebrating its 20th anniversary, a partnership with the film will only make it easier for us to reach our goal of getting parents to reminisce about their childhood with Yoo-hoo. The chocolate drink would be made available to people attending the films anniversary screenings and elements from the film will be used in all of our creative materials.

MEDIA PLANNING

TelevisionOur research showed us that new parents primarily watch morning shows and primetime television. We also wanted to be sure that our ads would be viewed on the same channels as the Little League and Major League Baseball, which drove us to advertise primarily on Fox, ABC and ESPN.

Fox will air all Major League Baseball games and will also broadcast Saturday games throughout the entire season. Our commercials will air during Saturday games and will also air during primetime hours on Tuesday and Thursday throughout the campaign.

ESPN broadcast both MLB games and LLWS games. We will air our commercials during Sunday, Monday and Wednesday night baseball games, which are only broadcasted on ESPN and also during LLWS games ESPN does decide to air.

ABC also broadcast various LLWS throughout baseball season during which our TV spots will air. Our commercials will also air during ABC’s popular morning shows between the hours of 7 a.m. and 11 a.m.

Our TV spots will also air on MLB TV throughout the entire campaign.

MagazinesNew parents are still reading magazines that appeal to their personal interests and parenting or family-based magazines. With new parents reading so many different magazines, we looked at the top U.S. magazines and chose three based on their circulation and single-copy sales. The following statistics are from the Alliance for Audited Media and are recorded from the second half of 2012.

Over three million people are subscribed to Sports Illustrated. This makes it an easy choice to place our print ads, which are heavily influenced by baseball and “The Sandlot.” Our ads will run during baseball season, starting with the May issue and ending with the September issue. During this time Sports Illustrated also has a MLB Preview issue where two of our ads will be featured in this issue.

Woman’s World sold 1.2 million copies in the last half of 2012. With content geared towards every type of woman and it’s convenient location at the checkout line, parents of all ages read the advice Woman’s World supplies. Forty-seven percent of readers have children with an average age of nine and a half.

Men’s Health sells the most single-copies out of any other male interest magazine. At approximately 800,000 copies sold each year, men look to Men’s Health for fitness, health, style and general advice.

Social MediaOur contest is going to be held on the website. Users will “like” each photo based on how much they look like the corresponding Sandlot character or how well they replicate iconic scenes in the movie..

Buttons will be provided on each photo that will link to Facebook, Pinterest and Instagram. These buttons will allow contestants to share their photo on social media, encouraging people to go to the website to vote for it.

Not only will social media be used to create buzz through the contestants but we will also post commercials and print ads on Facebook and print ads on Pinterest and Instagram.

Having contestants share their photos from the Yoo-hoo website will constantly drive traffic to the site and encourage the campaign to go viral.

CREATIVE MATERIALS

“BUZZ” PRINT AD

It's back and it's ready to play ball. Yoo-hoo, it's a classic.

It’s a Classic

Over the fence flavor and happy memories never go out of style. Whether you’re celebrating a big win, enjoying an American pastime, or taking a family trip--life’s just

better with a Yoo-hoo. What can we say? It’s a classic for a reason.

wwww.yoo-hoo.com

“PORTRAIT” PRINT AD 1

“For-ev-ER… For-ev-ER… For-ev-ER”

wwww.yoo-hoo.com

photo and enter it at Yoo-hoo.com for a chance to win.It’s a Classic

“You’re killin’ me, Smalls!”

wwww.yoo-hoo.com

photo and enter it at Yoo-hoo.com for a chance to win.It’s a Classic

“Heroes get remembered, but legends never die.”

It’s a Classicphoto and enter it at Yoo-hoo.com for a chance to win.

wwww.yoo-hoo.com

“BUZZ” TV ADClient: Yoo-hooJob Description: TV CampaignJob Number: YOH001Date: 7/31/13Writer: Samantha Dilday

:30 Second Spot“It’s a classic”

Video: Audio:1. Tight shot, quick cut to baseball field chalk lines.

SFX: 10 second clip of “Green Onions” by Booker T & The MG’s.

2. Tight shot, quick cut to baseball plate surrounded by red clay.

3. Tight shot, quick cut to hands gripping a baseball bat, getting ready to swing.

SFX: Clip ends.

4. Tight shot, quick cut to baseball soaring through blue sky.

SFX: The crack of a wooden baseball bat.

5. Tight shot, quick cut to feet wearing P.F. Flyers running over a base. The red clay dust flies.

SFX: Fast moving wind and the quick thud of two feet going over the plate.

6. Tight shot, quick cut to the back of a young boy’s head. He’s wearing a baseball cap and his arm is standing upright, preparing for the catch.

SFX: Whistle of baseball descending.

7. Tight shot, quick cut to mit clasping ball. 8. End on redesigned Yoo-hoo bottle against new logo.

VO: It’s back and it’s ready to play ball. Yoo-hoo, it’s a classic.

CONTEST TV ADClient: Yoo-hooJob Description: TV CampaignJob Number: YOH002Date: 8/15/13Writer: Samantha Dilday

:30 Second Spot“The most amazing thing”

Video: Audio:1. Open on Timmy throwing a pitch. SFX: Open with 10 second clip of “Green Onions”

by Booker T & The MG’s.2. Benny swings and hits the ball. Everything is in slow motion.

SFX: clip fades out.

3. Cut to teams’ faces as they watch the busted ball soar through the air and land.

Smalls: “I don’t believe it.”

4. The kids run over and huddle together, looking at something on the ground. The camera is in the middle of the circle, pointing up at their faces.

Kenny: “That’s the most amazing thing I ever saw.”

5. Camera changes POV to an aerial shot of “new” vintage Yoo-hoo bottle in the middle of the huddle, surrounded by kids’ sneakers.

SFX: Triumphant music fades in.SFX: Faint “wow”s and whispers are heard.

6. Cut to James Earl Jones opening his porch door and stepping out, hands in pockets.

VO: To celebrate the release of the new vintage Yoo-hoo bottle and the 20th anniversary of pickling the Beast, Yoo-hoo is sending one family to the 2013 World Series

7. Show headshots of each Sandlot character.8. End on new Yoo-hoo logo with website listed beneath.

VO: Submit a photo of your child holding our new bottle and dressed as one the the 9 Sandlot characters for your chance to win.

WEBSITE

SOCIAL MEDIAFACEBOOK:

PINTEREST:

INSTAGRAM:

PUBLIC RELATIONS MATERIALS

FACT SHEET

Wendy PeffercornPR Coordinator

914-358-1922w.peffercorn@yoo-hoo.com

FACT SHEETOVERVIEW Yoo-hoo is an American chocolate beverage distributed by the Dr Pepper Snapple

Group. This beverage was introduced in 1926 by Mr. Natale Olivieri and has tickled the palates of devoted fans for more than eight decades.

BACKGROUND Yoo-hoo was created in the 1920s by the Olivieri family. It was originally called Tru-Fruit and was created by squeezing the juice out of fresh fruit. Mr. Olivieri wanted to introduce a chocolate Tru-Fruit flavor but wanted to ensure that it would not spoil without the use of chemicals or preservatives. Yoo-hoo was born.

Through a heated agitation process, Mr. Olivieri discovered that he could create a chocolate drink that did not spoil.

The item became more popular when Yogi Berra became the drinks spokesperson. Berra was a New York Yankees player in the 1950s and along with his teammates; they brought the drink together with America’s favorite pastime.

PRODUCTS Yoo-hoo comes in a variety of packaging and sizes to meet the needs of every drinker:• 6.5ozchoc-in-a-boxdrink• 9ozglassorplasticbottle• 11ozaluminumcan• 15.5ozglassorplasticbottleIt also comes in a variety of flavors:• ChocolateYoo-hoo• StrawberryYoo-hoo• LiteChocolateYoo-hoo• DoubleFudgeYoo-hoo

- more -

ON THE FIELD A strong history in baseball is where Yoo-hoo’s roots are in the market. With almost 75 million people attending major league baseball games a year, more people go to baseball games than any other professional sport games. Not only will parents enjoy taking their children to games and going to their children’s little league games, they will now be able to purchase Yoo-hoo at all major baseball fields in the United States.

Having Yoo-hoo available at baseball stadiums will ignite parents’ memories of the pastwhileexposingayoungergenerationtoYoo-hoo.

UPCOMING EVENTS July31–LittleLeagueBaseballChampionships

September 29 – Yoo-hoo day at participating stadiums (Boston, New York [Yankee Stadium],Chicago[WrigleyField],Seattle,LosAngeles[DodgerStadium],SanFrancisco, Atlanta, Cleveland)

October31–Game7oftheMLBWorldSeries

ON THE WEB www.yoo-hoo.com

###June 2013

BLOGGER PITCH LETTER

June 30, 2013

Patrick CrofootBlogger for Youth Baseball Blog (http://mykidsbaseballblog.blogspot.com)patrick.crofoot@gmail.com

SUBJ: Yoo-hoo Campaign Kick-off with Yogi Berra

Dear Patrick Crofoot,

Do you remember when you were young? When everyday was a play day and everywhere was a playground? You probably never worried about safety or had distractions like television and iPads. Children these days are so disconnected from outdoor activities and spending time with their families, they would rather take part in a virtual reality. Well, Yoo-hoo is unveiling a new campaign that is sure to motivate the parents of these kids to be more active with their children and spend more time together centered on the timeless legacy of baseball. The readers of Youth Baseball Blog would be very interested in the progress of the campaign because it embodies the same spirit and love for baseball that I noticed in your blog.

Yoo-hoo will soon release notice of its four-month campaign to rebrand and reignite its customer base. By partnering with America’s favorite pastime and using the movie “The Sandlot” as a creative engine, Yoo-hoo will remind consumers what it means to be a kid again and how Yoo-hoo is always a traditional part of growing up.Yoo-hoowillbesponsoringtheLittleLeagueBaseballChampionshipstoannounceitsrebrandandwillalsobeavailableatallMajorLeagueBaseballstadiumsacrossthecountry.Ibelieveyourreaderswillalsobeveryinterested in our upcoming competition, where the winner and his or her family will be given the opportunity to attend the World Series game and throw the first pitch.

YourbloghascaughtourattentionandwearewillingtoofferyouanexclusivesneakpeekintoourofficialYoo-hoo Day. On Sunday, Sep. 29, 2013, you will be allowed access into Yankee Stadium. Along with your complimentarycollectiblebottle,youwillbegivenanexclusivemeetandgreetwiththecharactersofthemovieThe Sandlot and Yankee Hall of Famer Yogi Berra.

If you believe this is a story the readers of Youth Baseball Blog would be interested in, please contact me directly so we can set up your special Yoo-hoo Day visit. I have attached links to our rebranded website and social media so that you can follow our progress with this campaign. Thank you for your time and consideration. I will follow upwithyounextweektoseeifyouneedanyadditionalinformationorclarificationonthesubject.

Sincerely,

Wendy PeffercornPR Coordinator914-358-1922w.peffercorn@yoo-hoo.com

TRADITIONAL MEDIA PITCH LETTER

October 20, 2013

B.J. Schecter ExecutiveEditoratSportsIllustrated135 West 20th StreetNew York, NY 1011

SUBJ: Yoo-hoo Grand Finale at the World Series

Dear Mr. Schecter,

Do you remember when you were young at a baseball game on a hot summer day and the only thing that would quench your thirst was an ice cold Yoo-hoo? Even if this isn’t one of your childhood memories, Yoo-hoo is launching a campaign that will make this scene a memorable event for families for years to come. The readers of “Sports Illustrated” would be interested in learning about how the campaign evolved, as it shares the same heart and intensity for sports that is pivotal to your magazine’s success.

Yoo-hoowillsoonenditsfour-monthrebrandingcampaignwithMajorLeagueBaseballattheWorldSeriesChampionship. This campaign reminded consumers of the importance of family, the joy of baseball and the amazingtasteofYoo-hoo.Yoo-hooisnowavailableatallMajorLeagueBaseballstadiumsandhasgarneredrecognition across social media for its Sandlot Doppleganger Competition. The end of the campaign will feature thecompetitionwinnerandhisorherfamilyattheWorldSeriesfinalewithJamesEarlJones.Let’snotforgetthey also will be drinking Yoo-hoo.

Due to the large amount of recognition this campaign has received, there have been many magazine articles written about its success. However, none of the other outlets have received the inside scoop as to what it like to be in such close connection with this iconic sport and part of a historical national campaign. I am offering “Sports Illustrated” a private interview with the competition winner after the World Series Championship as well as an interview with Yogi Berra and James Earl Jones.

If you think this is a story the readers of Sports Illustrated would be interested in, please contact me directly so wecansetupyourexclusiveinterview.Ihaveattachedlinkstoourrebrandedwebsiteandsocialmediasothatyou can see for yourself how well this campaign has progressed. Thank you for your time and consideration. I willfollowupwithyounextweektoseeifyouneedanyadditionalinformationorclarificationonthesubject.

Sincerely,

Wendy PeffercornPR Coordinator914-358-1922w.peffercorn@yoo-hoo.com

CAMPAIGN NEWS RELEASE

FOR IMMEDIATE RELEASE CONTACT: Wendy PeffercornPR Coordinator

914-358-1922 w.peffercorn@yoo-hoo.com

LEGENDS NEVER DIERekindling the Fond Memories of Your Childhood with Your Children

Rye Brook, N.Y. (June 1, 2013) - There’s a reason some things reach classic status and it’s no surprise that Yoo-hoo is known as the go-to chocolate drink. It’s the original energy drink and it’s making a name for itself on the field. Yoo-hoo is giving families a chance to fulfill their childhood dreams and throw the first pitch at the final game of the 2013 World Series.

Nostalgic Americans will be reminded of the classic Yoo-hoo brand through a multi-layered campaign that includes television, print ads, a revised website and a contest promotion centered around the film “The Sandlot.”

Americans spend their weekends supporting their children at the ball game or watching their favorite team. WiththestartofLittleLeagueplayoffs,thedrinkofchampionswillbebackinbaseballasYogiBerrastarted.Yoo-hoobeverageswillbeavailableineveryMajorLeagueBaseballstadiumandintheconcessionstandsofallLittleLeaguegames.

“We need to remind kids about what baseball really is. It’s a piece of paradise a half block wide and a whole summerlong.Andthere’snobetterwaytoendthebiggamethanwithanice-coldYoo-hoo,”saidMLBCommissioner Allan Selig.

Yoo-hoo will bring the nostalgic traditionalist parents back to rekindle the memories of their childhood. It will remind them of the importance of family, the joy of baseball and the amazing taste of Yoo-hoo.

About Yoo-hooYoo-hoo is an American chocolate beverage distributed by the Dr Pepper Snapple Group. This beverage was introduced in 1926 by Mr. Natale Olivieri and has tickled the palates of devoted fans for more than eight decades. It comes in the original chocolate flavor, a lite chocolate flavor, strawberry and double fudge.

For more information about Yoo-hoo and how to enter in the contest visit: www.yoo-hoo.com/

PARTNERSHIP NEWS RELEASE

HITTING IT OUT OF THE PARKYoo-hoo Partners with America’s Favorite Pastime

Rye Brook, N.Y. (July 1, 2013) - Yoo-hoo recently developed three partnerships in an effort to promote the beverage’s new campaign and vintage re-design. The chocolate drink will be partnering with the 20th anniversary editionofTheSandlotandwithMajorLeagueBaseball(MLB)andwillalsobeappearinginLittleLeagueBaseball concession stands across the country.

Forming valuable partnerships along the way, Yoo-hoo is making a strong return into baseball both on and off thefield.Overthenextfewweeks,Yoo-hoobottleswillbehittingtheshelvesofeveryconcessionstandacrossthecountry.Yoo-hoowillalsobesponsoringtheLittleLeagueBaseballchampionshipsinlateJulyaswellashosting a “Yoo-hoo Day.”

“PartneringwithMLBisthebestmovewe’veevermade,”saidLarryPepper,Yoo-hooPresident.“Ourgoalisto remind consumers of the importance of family, the joy of baseball and the amazing taste of Yoo-hoo. These partnerships allow us to do that. Parents from all walks of life have a deep rooted love for baseball and want to take their children to the park, just as their parents once did.”

Yoo-hoo recently announced the launch of its newest campaign to bring the popular beverage back to the forefront of the minds of parents and children alike and will soon be announcing a contest hosted by Yoo-hoo.

“We are thrilled to keep these iconic beverages flowing well into the future and bring refreshment and flavor to baseballfansandattendeesatalloftheothereventsatthestadium,”saidAllanSelig,MLBCommissioner.

About Yoo-hooYoo-hoo is an American chocolate beverage distributed by the Dr Pepper Snapple Group. This beverage was introduced in 1926 by Mr. Natale Olivieri and has tickled the palates of devoted fans for more than eight decades. Yoo-hoo comes in a variety of flavors, including original chocolate, lite chocolate, strawberry and double fudge.

For more information about Yoo-hoo and how to enter the contest visit: www.yoo-hoo.com/

CONTEST NEWS RELEASE

GAME-CHANGING COMPETITIONYoo-hoo Launches “The Sandlot” Look-Alike Contest

RyeBrook,N.Y.(Aug.12,2013)–Yoo-hoorecentlylaunchedanewcampaigninpartnershipwithMajorLeagueBaseball in order to bring back Yoo-hoo as a family tradition that is just as timeless as baseball itself. The heart of the Yoo-hoo campaign lies with “The Sandlot” Doppelganger photo contest.

The competition will ask participants to submit pictures of their children holding a rebranded Yoo-hoo bottle while dressed as a character from the motion picture, “The Sandlot”. The competition winner will be chosen based on which picture receives the most votes through the new and improved Yoo-hoo website. ThegrandprizeforthewinnerofthecontestwillincludeticketsforthewholefamilytogototheMajorLeagueBaseball World Series Championship, along with an autographed baseball from the game. The winner will be allowed to throw the first pitch and will be afforded free Yoo-hoo throughout the game. They will also be given the opportunity to meet James Earl Jones from “The Sandlot.” “Yoo-hoo anticipates that this competition will be a fun and memorable way for consumers to show their supportfortheirfavoritechocolatedrink,”saidLarryPepper,Yoo-hooPresident.

This competition will celebrate the 20th Anniversary of “The Sandlot.” As well as make Yoo-hoo a fun and excitingexperience.Thecompetitionwillbepromotedthroughvarioussocialmediaoutlets,includingFacebook, Instagram and Pinterest. About Yoo-hooYoo-hoo is an American chocolate beverage distributed by the Dr Pepper Snapple Group. This beverage was introduced in 1926 by Mr. Natale Olivieri and has tickled the palates of devoted fans for more than eight decades. It comes in the original chocolate flavor, a lite chocolate flavor, strawberry and double fudge.

For more information about Yoo-hoo and how to enter in the contest visit: www.yoo-hoo.com/

PHOTO RELEASE

YOO-HOO CONTEST WINNER THROWS FIRST PITCH

NewYork(Nov.1,2013)-Lastnight,thewinnerofYoo-hoo’sphotocontestthrewthefirstpitchatGame7ofthe2013WorldSeries.SixyearoldAndrewMcFarlaneispicturedbelowthrowingthefirstpitchatDodgerStadiumlooking as though he should be on the team. McFarlane’s parents won the contest with a reproduction of “The Sandlot” scene where Benny is bent down tying his PF Flyers. The photo received a record-winning 3,429 votes over the course of the contest because of their unique incorporation of the Yoo-hoo bottle.

“As a child, I wanted to be just like Benny the Jet. My boy loves the movie too, so we decided to recreate ourfavoritescene.Thatscenealwaysmademelaughandremindsmetoalwaysfollowmyheart”saidAlexMcFarlane, Andrew’s father.

Afterthrowingamemorablefirstpitch,theMcFarlanefamilywentuptotheYoo-hooboxwheretheyenjoyedthe game with “The Sandlot’s” Mr. Mertle, Janes Earl Jones.

For more information about Yoo-hoo and the contest visit: www.yoo-hoo.com/

MEDIA ADVISORY

For More Information:Wendy Peffercorn

PR Coordinator914-358-1922

w.peffercorn@yoo-hoo.com

**MEDIA ADVISORY **

OVER THE FENCE TASTE WITH YOO-HOO

What: The go-to chocolate beverage is making a name for itself in baseball. Yoo-hoo will be hosting Yoo-hoo day at baseball stadiums across the country. As thousands of spectators enter the stadium to watch their Yankees play, they will receive a complimentary collectible bottle of Yoo-hoo from members of the 1950’s team and characters of baseball movie Sandlot.

Who: Yankee Hall of Famer Yogi Berra and The Sandlot’s Mr. Mertle James Earl Jones will be handing out Yoo-hoo’s.

Where: Yankee Stadium just outside the main entrance after ticketing1E161stStBronx,NY10451

When: Sunday, Sept. 29, 2013 at 2 p.m.Why: Yoo-hoo brings adults and children together to enjoy the refreshing beverage. With its

return to baseball, Yoo-hoo is celebrating a successful start by reminding spectators why it is known in Yankee history as the “drink of champions.”

About Yoo-hooYoo-hoo is an American chocolate beverage distributed by the Dr Pepper Snapple Group. This beverage was introduced in 1926 by Mr. Natale Olivieri and has tickled the palates of devoted fans for more than eight decades. It comes in the original chocolate flavor, a lite chocolate flavor, strawberry and double fudge.

Attention Media: On-camera interviews with Yogi Berra and James Earl Jones will not be available. Photographs and b-roll will be made available two hours after the event at www.yoo-hoo.com/newsroom/Yoo-hoo-day/.

PRESS KITGoing back to its original roots, Yoo-hoo will have a press kit that is classic and timeless. Just as the milk man once did, the Yoo-hoo press kit will be delivered to media outlets and bloggers in the original wooden Yoo-hoo crate. This kit will include four bottles of Yoo-hoo and a folder with the campaign fact sheet, any necessary press releases or advisories, a pitch letter, as well as any additional information pertaining to upcoming events and photo opportunities.

June 30, 2013

Patrick CrofootBlogger for Youth Baseball Blog patrick.crofoot@gmail.com SUBJ: Yoo-hoo Campaign Kick-off with Yogi Berra

Dear Patrick Crofoot,

Do you remember when you were young? When everyday was a play day and everywhere was a playground? You probably never worried about safety or had distractions like television and iPads. Children these days are so disconnected from outdoor activities and spending time with their families, they would rather take part in a virtual reality. Well, Yoo-hoo is unveiling a new campaign that is sure to motivate the parents of these kids to be more active with their children and spend more time together centered on the timeless legacy of baseball. The readers of Youth Baseball Blog would be very interested in the progress of the campaign because it embodies the same spirit and love for baseball that I noticed in your blog.

Yoo-hoo will soon release notice of their four month campaign to rebrand and reignite its customer base. By partnering with America’s favorite pastime and using the movie The Sandlot as a creative engine, Yoo-hoo will remind consumers what it means to be a kid again and how Yoo-hoo is always a traditional part of growing up. Yoo-hoo will be sponsoring the Little League Baseball Championships to announce it’s rebrand and will also be available at all Major League Baseball stadiums across the country. I believe your readers will also be very interested in our upcoming competition, where the winner and their family will be given the opportunity to attend the World Series game and throw the first pitch.

Your blog has caught our attention and we are willing to offer you an exclusive sneak peek into our official Yoo-hoo Day. On Sunday, Sep. 29, 2013, you will be allowed access into Yankee Stadium. Along with your complimentary collectible bottle, you will be given an exclusive meet and greet with the characters of the movie The Sandlot and Yankee Hall of Famer Yogi Berra.

If you believe this is a story the readers of Youth Baseball Blog would be interested in, please contact me directly so we can set up your special Yoo-hoo Day visit. I have attached links to our rebranded website and social media so that you can follow our progress with this campaign. Thank you for your time and consideration. I will follow up with you next week to see if you need any additional information or clarification on the subject.

Sincerely,

Wendy PeffercornPR Coordinator(203) 696-5892w.peffercorn@yoo-hoo.com

BUDGET

CAMPAIGN BUDGETProgram Element Duration Cost

Yoo-hoo Day

Product (to hand out) 5,000 bottles per stadium x8 $32,000.00

Consession Stand takeover 15 stands per stadium x8 $0.00

Consession Stand Posters 15 posters for the stadium x8 printing for Yoo-hoo day $72,000.00

Television Advertisements

FOX .30 sec primetime spot x2 5 months $1,540,000.00

ESPN .30 sec primetime spot x2 5 months $1,540,000.00

ABC .30 sec primetime spot x2 5 months $1,540,000.00

MLB TV .30 sec primetime spot x2 6 months $0.00

Print Advertisements

Sports Illustrated (National) 4 magazine ads full page, full color $952,000.00

Sports Illustrated (MLB Preview Issue) 2 magazine ads full page, full color $476,000.00

Women's World 4 magazine ads full page, full color $259,737.00

Men's Health 4 magazine ads full page, full color $178,800.00

Digital Advertising

Facebook Mobile & web 5 months $10,000.00

Contest

Airline/transportation roundtrip flights for 4 and rental car Game 7 weekend (4 days) $6,000.00

Stadium box seating & game admission $0.00

Meals For a family of 4 4 days $5,000.00

Accomodations Hilton 4 days, 3 nights $774.00

Prize package Items from all partners $200.00

Contingency reserve $658,031.10

Total Expenses $6,580,311.00

yoo-hoo brand book

james earl jones

expenses paid trip

exclusive sneak peek

americas favorite pastime

heated agitation process

public relations materials

world series championship

originally called tru

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