first flavor sales deck 03 2010

Driving Trial with Taste Sampling

Contact:Jay Minkoff

President & CEOOffice: 610‐785‐1325 x 101Email: [email protected]

Peel ‘n Taste®•

Quick dissolving flavored edible film strip

•

Able to replicate the flavor of almost any food, beverage or

flavored product•

Easily integrated into sampling and promotional marketing

programs

Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

Sampling Works!•

Drives trial for consumers for products they have heard of but never bought before

•

Reaches a large audience

•

Same Day‐Sales Lift

More than 1/3 of consumers who try a sample buy the sampled product during the same shopping

trip.

•

Increases purchase intent

More than ½ of consumers who sample the product plan to buy it in the future

•

Effectively engages consumers who are not familiar with the product

•

Retains customers and builds brand loyalty

•

Generates awareness and builds firmer brand identity.

Sources: “Arbiton

Product Sampling Study”, Abitron

Inc and Edison Media Research, 2008, ”,

Sampling Effectiveness Advisors (SEA), “Why Sampling, Cindy Johnson, April 2006


Comparison of Peel ‘n Taste®

vs. Traditional Sampling


Why Peel ‘n Taste®?

•

Sampling works

to drive product trial.•

Peel ‘n Taste®

sampling is a fraction of the cost

of

traditional event‐based sampling.•

Peel ‘n Taste®

allows for the use of traditional print

media (direct mail, magazine advertising, etc.) which provides a much broader consumer reach.

•

Print media using Peel ‘n Taste®

provides a much more targeted consumer base.


Value Proposition

For marketers of products that are highly responsive to taste trial, but are very difficult to

sample, Peel ‘n Taste®

provides an innovative cost‐ effective sampling solution that uniquely engages consumers with the product.


Peel ‘n Taste®

Products

Taste ‘n Save®

Sticky Note

Taste ‘n Save®

On‐Pak Teach ‘n Taste™

Take ‘n Taste™


Peel ‘n Taste®

Past Client Programs

CBS Cane Introduction

September 2007

Sunny Delight

Elations®

October 2007

Arm & Hammer®Toothpaste

Fall 2007

Old Orchard

Healthy Balance

January 2008

Welch’s®

Grape Juice

February 2008

Florida Anti‐Smoking

Campaign

Spring 2008

Campbell’s V8®

V‐Fusion®

Pomegranate Blueberry

Spring 2008

Beam Global Hornitos July 2008

Skyy Spirits, Skyy Infusions™

Passion Fruit

April 2008

2007 2008


Past Client Programs

Campbell’s V8®

V‐

Fusion®

Acai Mixed Berry

March 2009

Finlandia®

Tangerine

Fusion

May 2009

Bacardi®

Dragon

Berry

June 2009

SunnyD®

Smoothies

Orange Whirl

Summer 2009

2009


Pricing Model

Costs Include:1. Flavor and edible film development2. Production:‐

Minimum quantity of 100,000 units‐

Price per unit decreases with quantity,

similar to print


Production Timeline

Once a flavor is replicated, the flavor belongs solely to the client

and can be used for multiple future programs.

Flavor

Replication &

Custom Film

Design

4‐6 weeks

Start

Production

6 weeks

Week 12Week O

Complete

Production

Week 6


Effectiveness of Peel ‘n Taste® Proven Results* : Welch’s®

Grape Juice Peel ‘n Taste®

campaignAd Insert in People’s Magazine, February 18 2008

Break‐Through Power & ‘Top of Mind’

Brand AwarenessTop brand recall of All ads in issue!

Almost One‐Third of Readers Tried the Taste!29% of People Magazine readers tried the Peel ‘n Taste®

Flavor Strip

Strong Purchase Consideration59% of those who tried the flavor strip were more likely to purchase Welch’s Grape Juice

Consumers were Driven to the Store62% of readers took action after reading this ad

Worked as Well as an 8‐Page Insert!

Created Viral Buzz

This unique campaign was mentioned in hundreds of articles and blogs!


* Per Starch Market Research

75% of consumers who sampled the flavor with Peel ‘n Taste®

liked the flavor strip as a sampling tool!

61% of consumers felt that Peel ‘n Taste®

is a great way to try flavors

they typically would not have tried!

Effectiveness of Peel ‘n Taste® Proven Results : In‐store Sampling

Sampled

Peel ‘n Taste®

Did not sample

Peel ‘n Taste®

Purchased

product in the same day 22% 5%

Definitely or would buy

the sampled product in the

future

56% 33%

For a national CPG company brand:

For Church & Dwight’s Arm & Hammer®

toothpaste Peel ‘n Taste®

campaign in Wegmans:


66% unit sales lift!

Effectiveness of Peel ‘n Taste® Proven Results : Peel ‘n Taste®

flavor strip experience provided consumers with

enough of a trial experience to make their purchase decision.

The type of sample played little to no difference in the results; the Peel ‘n Taste®

sample was just as

effective in driving purchase results as was the actual beverage

sample.

The “didn’t like the flavor”

response result was similar for both types of samples (15% control cell, 17% test cell).


PRE POST Difference

Peel ‘n Taste®

(144) 13% 46% + 33% *s

Beverage Sample (146) 16% 44% + 28% *s

Didn’t like

flavor

Prefer another

beverage

Too Expensiv

e

Stocked up on SunnyD

Smoothies

Some Other

Reason

Didn’t try sample

Peel ‘n Taste®(83) 17% 39% 3% 12% 22% 7%

Beverage Sample(86) 15% 41% 10% 10% 20% 4%

* s indicates a significant difference between pre & post at the 95% confidence level

Online Taste SamplingPowered by Peel’

n Taste®

Online Taste Sampling provides CPG marketers with: The tools to offer consumers a taste sample using direct mail, online and integrated social media.

The ability to drive product trial via company, brand and retailer websites.

A unique micro‐site feature that empowers consumers to share their excitement about your new products and flavors capitalizing on the viral nature of social media.

Increased number and quality of consumer interactions with your brand.

The potential to reach millions of targeted consumers for a fraction of the cost of traditional sampling at significantly higher conversion rates.


Target Markets


Appendix

Entertainment Marketing: CBS –

Cane TV Series Launch Promotion

Problem• CBS needed to create buzz and spur viewership for

Cane, a TV series premiering September, 2007

Solution• A 3‐page ad with a Lucia Duque Gold Premium, the

fictitious rum brand in Cane,

Mojito Peel ‘n Taste®

flavor strip adorning the first page

Results• Greatest viewership ratings for a show occupying

the 10e/9c time slot since 1999

• Cane

premier viewed by 11 million people • Hundreds of websites and blogs carried news of

this innovative promotion

Print Insert – 3‐page print insert in Rolling Stone Magazine, September 2007


Welch Foods – Welch’s® 100% Grape Juice

1.5 Million Tasted Welch’s

Peel ‘n Taste® Strip

Print Insert –

National print insert in PEOPLE Magazine, February 2008

Problem• Need to shed its traditional grape juice image • Wanted to break into the health‐craze market

targeted at Generation‐X moms

Solution• Created 2‐page ad in PEOPLE Magazine • Ad urged readers to try the Peel ‘n Taste®

grape

juice flavored strip and revealed a health fact

Results• 29% of PEOPLE

readers tried the flavor strip• 70% Noted Awareness• 60% Purchase Intent


Church & Dwight – Arm & Hammer®

Advanced White® Brilliant Sparkle Toothpaste

Problem• Effectively communicating to shoppers

that Arm & Hammer®’s

great new flavor

of baking soda toothpaste tastes great

Solution• At‐shelf dispenser• Offered shoppers taste samples

Results• 66% lift in sales for the average store

Point of Sale – At‐shelf dispenser in all Weggmans

Stores, Fall 2007

66% liftfor

average store


Campbell’s Soup Company – V8 V‐Fusion®Point of Sale – At‐Shelf Dispenser in 300 Kroger Stores, Spring 2008

Problem• Consumer confusion about a juice with

vegetable nutrition that has a fruity taste

• Consumers unaware of Pomegranate

Blueberry flavor

Solution• NewsAmerica Marketing (NAM) ShelfTake

One™

dispensers for Pomegranate

Blueberry Peel ‘n Taste®

flavor strips• Test of NAM in‐store dispensers in 300

Kroger retail supermarket stores in and

around Atlanta, GASales Lift

3x NAM Norm


Beam Global Spirits & Wine, Inc. –

Hornitos™

Tequila

Problem• Underdeveloped brand in a large

retail channel, which had strong

sales for another brand, in need of

brand exposure

Solution• Bottle neck hangers to promote

Hornitos™

tequila brand cross

merchandised on Jim Beam

bourbon bottles

• A margarita flavored Peel ‘n

Taste®

accompanied by a

margarita recipe

On Pack – Bottle Neck Hanger with Margarita Mix Recipe, July 2008Jim Beam


SKYY Spirits – SKYY Infusions™

Problem• How to gain distribution and create

awareness in the saturated flavor vodka

category

• Low consumer awareness of passion fruit

flavor

• Unsure of how to penetrate into the

saturated fruit‐infused spirits market

Solution• Direct mailers with recipe and passion fruit

flavored Peel ‘n Taste®

affixed sent to

bartenders nationally

• Widely distributed multi‐fold Flappers™

with

passion fruit flavored Peel ‘n Taste®

affixed

given out to consumers at bars and liquor

stores

Direct Mail and On‐Premise – Consumer Distribution, April 2008


Diageo –

Parrot Bay Key Lime Rum

Problem:• Finding an efficient and cost‐effective

solution for sampling a new flavored rum in

states where wet sampling is prohibited in

liquor stores.

• Placebo sampling products were either

messy or unstable.

• Consumers did not easily associate the non‐

alcoholic flavored beverage with the actual

alcoholic product.

Solution:• Taste ‘n Share™

cassettes with 10 strips of

flavored edible film were handed out at

liquor store sampling events.

• Taste strips incorporated the complete

taste of the alcoholic product without

containing alcohol.

• Created a viral marketing opportunity for

consumers to share with friends and family.

Off‐Premise Sampling Events –

October‐December 2008Captain Morgan®


TobaccoFreeFlorida Anti‐Smoking Campaign – iCare. iDon’t

Smoke.

Promotional Events Hand‐Out – Anti‐Smoking Programs, Spring 2008

Problem• Middle school students need to

understand the threat posed by

smoking

• Preventing middle school students

from trying cigarettes

Solution• Handouts with terrible tasting ashtray‐

flavored Peel ‘n Taste®

strips as part of

the state’s anti‐smoking campaign

• Distributed at local events, libraries

and school supported prevention

programs


Sunny Delight Beverages – Elations®

Problem• Promoting Elations®

as a tastier,

more enjoyable alternative to taking

pills for joint pain and discomfort

Solution• Package inserts with product

information, an Elations®

Raspberry

White Grape Peel ‘n Taste®

strip and

a coupon

• Inserted in merchandise fulfillment

packages to the “active adult

lifestyle”

demographic

Direct Mail – Direct‐to‐Home Merchandise Package Insert, October 2007


Old Orchard –

Healthy Balance Juices

Problem• Creating awareness for great tasting

reduced sugar fruit juices

• Driving trial with target market

diabetics and their families

• Creating effective event marketing

campaign without incurring the costs

and logistical obstacles of traditional

product sampling.

Solution• Coupon handouts with Peel ‘n Taste®

flavor strips affixed

• Distributed during sponsored events

Promotional Events Hand‐Out –

Distributed at JDRF Events, January 2008


Sunny Delight Beverages –

SunnyD®

Smoothies

Problem•

Difficult to offer sampling as product

can only be sampled when

refrigerated

•

Need to create awareness for this

unique flavored product that is

differentiated within its category

•

Driving trial with targeted children

and their mothers

Solution• Orange Whirl flavor strips distributed

in at‐shelf dispensers in a leading

supermarket chain

• Introductory coupons with flavor

strips were distributed in Mom’s

Matter®

Welcome Packages

Point of Sale and Promotional Events Hand‐Out – Consumer Distribution, July 2009


Brown Forman–

Finlandia®

Vodka

Problem•

To create a unique branding element

that would generate awareness and

trial

•

Needed a tasting medium to appeal to

its target audience, and generate

excitement among important sales

and media partners

Solution• High‐impact direct mailers and hand‐

outs were sent to sales and media

partners

• Consumer take‐one recipe cards

placed at off‐premise retail outlets

across the United States

Direct Mail and Off‐Premise–

Consumer Distribution, May 2009


Bacardi®

–

Dragon Berry™

Rum

Problem•

Generate awareness and trial for new ,

unknown dragon berry flavor

•

Effectively engage consumer with new

flavored liquor

Solution• Dispenser with Dragon Berry™

Rum

Flavor strips affixed to the header card

of the display at retail

• Recipe for a Dragon Berry™

Rum &

Ginger Ale mixed drink specially

created by First Flavor as a way of

engaging consumers and

communicating how to use Dragon

Berry™

Rum

Off‐Premise – Point of Sale Dispenser in retail stores nationwide, June 2009


Taste ‘n Share™Viral sampling

Friends share with friends using flavor strips packed in cassettes.

Viral Marketing Value and Social Endorsement

Cassettes hold 10‐20 edible film strips and have custom labels

Cassettes can be individually or bulk packaged in pouches.


Taste ‘n Save®

Sticky Note

•

Easy integration through a newspaper’s supply chain network•

Provides unique immediacy and consumer engagement for brands•

Opportunity for newspapers to create incremental advertising revenue▫

Provides restaurants and food and beverage advertisers a reason to

reconsider newspapers in their marketing plans

Innovative front page ‘sticky note’

with a Peel ‘n Taste®

flavor sample

and coupon (or other printed literature) inside

New Solution for Newspaper Front Page Sampling


Taste ‘n Save®

On‐Pak

Constructed Product with Flavor Pack

Constructed Product with Flavor Pack Removed

Backside of Constructed Product

A self‐adhesive label with a Peel ‘n Taste®

flavor sample and printed promotional material or an Instant Redeemable

Coupon. Provides targeted cost‐effective sampling with an immediate call‐to‐action to drive purchases.


first flavor sales deck 03 2010

Documents

s beverage sample

beverage sample86

n taste8317

prepostdifference peel

jayminkoff presidentceo

expensiv sunnyd

arbiton productsamplingstudy

onsomedidnt trylike