UNFORGETTABLE BRAND EXPERIENCES BEGIN HERE!

1. UNFORGETTABLE BRAND EXPERIENCES BEGIN HERE!

2. Triple P and Sparks • Over 20 years in experiential marketing • Proven tactics and strategies • A direct, personal connection with consumers delivering the brand experience • An energetic, positive ‘face’ for your brand or product with talented brand ambassadors • Instant feedback on your brand or product

3. Product Launches Public & Product Education Community Relations Sampling Product Demonstrations Corporate Events & Meeting Management Staging & Entertainment Trade Show Logistics & Management Production Services Team Building Street Marketing Merchandising Promotions Services Include

4. Team Nordica -Sampling- Dare RealFruit Gummie -Tour Sampling- Lindt & Sprungli -Gold Bunny Tour- Maple Leaf Foods -Fresh Patrol Pilot Program- Roxul -Product Demonstration- Maple Leaf Foods -Hot ‘n Hearty Slap Shot Tour-

5. The Company We Keep

7. Program Objectives • Drive awareness & trial of Burt’s Bees natural hand and body lotions among non-users • Inform current users of restange and new formulas • Determine expected sales objective from pop-up retail • Determine impressions, # of interactions, # of samples/coupons/brochures based on proposed execution

8. Strategy • Develop & execute Burt’s Bees branded stations at local winter festivals nationally • Drive interactions by including interactive activities • Educate target HABS group and their family on Burt’s Bees hand & body lotions. • Provide target market with the opportunity to sample/trial and purchase Burt’s Bees products

9. Methodology • Sampling & trial • On site sales • Provide a hook to drive consumers to the branded station • Appeal to families with children • National in scope - major markets • Follow “The Greater Good ™” model

10. Target Consumer Profile • HABS • Heavy researchers re. healthy lifestyle • Natural personal care barriers - availability and lack of sampling • Proactive re. their health • Big on environment & social responsibility, not fully embraced organic food, natural personal care products • Under indexes on TV - big reader • Likely to enjoy exercise & outdoor activity • Considers her look simple and easy to maintain and believes inner beauty is important for outward beauty

11. Cast • In field Brand Ambassadors will be carefully selected to meet the brand profile and compliment the desired target. • Sparks and Triple P will select from our National casting database or conduct specific casting sessions to assemble the best team for the program

12. The Concept • Burt’s Bees branded stations will tour major market Fall & Winter Events in 2010/2011. • The branded station will be a unique destination within a high interest value added stop for consumers attending the event • The Burt’s Bees station will be designed as a place that our target can step out of the cold for a moment & warm up in the Burt’s Bees Natural Paradise. • The 10x20 station will include a botanical setting with radiant heat, plants, a water feature and plenty of ‘Bees’ pollinating the plants in the display • Upon entering the Botanical tent, our guests will be greeted by a highly trained team of Burt’s Bees specialists

13. The Concept (cont’d) • Our team of specialists will engage each visitor and provide information about featured products • In addition, the team will provide samples and demonstrate hand lotion products at a consultation area within the booth • As an added bonus, Celestial Seasonings Tea will provide “4 bag sample sachets” and tea products for a tasting area within the Burt’s Bees display • A children’s area will round out the presentation with a colouring contest. Kids will be invited to colour a Burt’s Bees colouring sheet and enter a contest to win a prize for their artwork

14. Alternative Booth Design • As an option, we could develop the station to resemble a ‘Bee Hive’ • Visitors would enter the hive and be treated to a visual resembling the inside of a bee hive • Both visual options would deliver a positive brand experience and tie the to the big idea

15. Roaming Bees • In addition to the branded station experience, we are recommending additional team members to tour the event grounds and entice the target group to visit our display • High energy Burt’s Bees ambassadors will be dressed in uniforms of black and yellow and carry a backpack style tank, full of hand lotion • The backpacks will be designed to resemble a bees back with wings and they will be functional as hand lotion sampling units/dispensers • Roaming Bees will sample hand lotion, distribute samples and an offer to purchase or a web address, and invite attendees to the Burt’s Bee booth • Finally, the combined station and roaming ambassadors will ensure the highest possible # of interactions at each event

16. Possible Ontario Events • Cavalcade of Lights, Nathan Phillips Square (Nov 27) • Kick off event to a month long series of events happening in the city of Toronto. • Includes lighting of Toronto’s official Christmas tree, firework, musical performances, fair trade market, crafts and ice skating • 50,000 people attend • Event is meant to meet all age groups • Winterlude, Ottawa (Feb 5-21) • Large festival happening in downtown core of Ottawa • Includes outdoor activities such as skating, snow & ice sculptures, competitions, musical performances, children’s snow forts and giant snow playground • 500,000 people attend • Event is meant to attract families

17. Possible Ontario Events • Winter Festival of Lights, Niagara Falls (Dec 3-5) • Kick off to a 2 month festival of light displays and entertainment • Includes lighting of 3 million trees and ground lights, fireworks over the falls, outdoor activities, musical performances, childrens performances • 1,000,000 people attend • Event is meant to attract families • Winterfest & Festival of Ice, Barrie (Feb 6-7) • Festival weekend event held downtown Barrie • Includes outdoor activities such as polar bear dip, horse-drawn wagon rides, dogsled rides, mini-tube run, lumberjack shows, ice maze & sculptures • 20,000 people attend • Event is meant to attract families

18. Possible Alberta Events • Deep Freeze Festival, Edmonton (January) • 2 day event that is part of the Winter Light Festival • features ice and snow garden, outdoor curling, skating and hayrides, story telling, and outdoor shows • It ends with a ‘Melt the Deep Freeze” dance party • 5,000 people attend • Event is meant to attract the whole community • Ice on Whyte, Edmonton (January) • 10 day event that is part of the Winter Light Festival • Main focus is the ice carving competition, attracting people internationally • Also hosts workshops for kids, ice slide, castles • Event is meant to attract families

19. Possible Alberta Events • Silver Skate, Edmonton (February) • 3 day event that is part of the Winter Light Festival • Is a unique blend of sports, recreation, arts & culture • Includes special guests, artists, competitions such as skate races and an ice sculpture contest, figure skating demonstrations, face painting, curling, fireworks • Event is meant to attract the whole community • Winter Festival, Calgary (Feb) • 11 day event that was started after Calgary hosted the ‘88 Olympics to celebrate the ice & snow • Includes winter carnivals, sating parties, pond hockey tournaments, bonspiels, dances, winter crafts, ice sculptures, clowns • 185,000 people attend • Event is meant to attract families

20. Possible Alberta Events • Zoolights, Calgary (Dec/Jan) • Annual event held at the Calgary Zoo • Includes a 30 million light show, snowball alley, snow bowling, reindeer stables and igloo making • Largest seasonal light show in Western Canada • Event is meant to attract families

21. Possible BC Events • Winterruption, Vancouver (February) • 8 day event that happens at Granville Island • Focus is a jazz driven, arts & culture festival • Includes live music acts, street theatre, puppetry, dance, hula hooping, mural painting, out door activities. • 35,000 people attend each day • Event is meant to attract all ages of the community from kids to seniors • CelticFest, Vancouver (March 16-20) • 5 day event that showcases Celtic Music, dance & arts • Includes activities such as kidszones, music workshops, food & sports, marketplace, dances • 100,000 people attend • Meant to attract every age group

22. Possible BC Events • The Peak of Christmas, Vancouver (December) • An up close and persona interaction with Christmas, held at Grouse Mountain • Includes Santa’s workshop, reindeer, sleigh rides, ice skating, movies, village parade of trees • 100,000 people attend • Event is meant for children/families

23. Budget • Staffing ($46,500) • Includes a team of 3 people working 20 event days in each market (Ontario, Alberta, BC) • Exact event days tbd based on final venue selection • Training ($6,000) • Includes all recruiting, hiring, interviewing of staff via conference call style training • Elements & Rentals, Miscellaneous ($9,000) • Includes the rental of 2 sets of assets, such as cash registers & accessories, booth décor, heaters, kids table/chairs • Event insurance, phones/faxes, warehousing, sparks expense • Creative Materials ($11,500) • Includes creative & production for 2 sets of booths/displays, uniforms and backpacks • Venue Fees ($25,000) • Exact amount tbd once final list of venue is selected • Program Management ($30,000) • Includes all research, planning, scheduling & coordination, staff management, client meetings, reports & overall program management *Assumptions: 1. This estimate does not include taxes, program fuel, rep mileage, shipping, hotels.

24. In Summary • Properly executed, the Burt’s Bees Branded Tour will: • Deliver a positive brand experience to the target consumer • Drive awareness and trial among non-users • Educated current users • Drive sales