Bugs Bunny Sales Presentation

1. Bugs Bunny Sales Presentation 2007/2008

2. Brand Architecture • 5 distinctive consumer & retail propositions to be licensed separately • 3 x Single character: Tweety,Taz and Bugs. • 2 x Multi-character • LT Active, a regional initiative using Looney Tunes to promote a more active lifestyle to kids with parental support. • LT Tourism, currently a local Spanish initiative to take advantage of tourist population. TOURISM Girls Boys Adults Boys/Girls All

3. Who is Bugs Bunny? • Big Picture • Bugs Bunny is part of the Looney Tunes - the quintessential evergreen entertainment brand. Classic characters’ boisterous and outrageous personalities that have attracted fans for decades. • Bugs was created in 1938. • Bugs has appeared in over 50 animation episodes. • Everywhere • Bugs continues to enjoy universal appeal and awareness across all demographics. • Enjoyed by millions every day (retail, television, online, home entertainment, video games, publishing, theme parks).

4. Who is Bugs Bunny? • Character Profile • A cool, collected, carrot-chomping hare. • Inordinately brainy and dangerously clever! • Relaxed in the face of adversity. • Unique ability to outsmart his rivals. • Quotable quote: “Eh…What’s up, Doc?” Bugs Bunny is comedy’s most capable star—smart, unstoppable, fast, quick-witted, and constitutionally incapable of losing..” (US TV guide, 2004)

5. The Bugs Bunny Proposition • Primary Target: Male/female 18 to 45 • Brand Attributes: Humorous, cool, self-assured but not arrogant, intelligent, timeless • Key Categories:All categories except for PU, FB, PC and TG

6. The Proposition • What • Using humour in a visual or verbal context, position Bugs Bunny as a light hearted spokesperson and conscience for adult consumers. • Why • Humour engenders warmth and likeability with the target audience • Research has indicated that Bugs’ intelligent humour and laid back attitude engender warmth and likeability for the 18+ market. • Global issues create a bond with Adult consumers • Adult consumers are becoming more aware of environmental issues. Consumers are expected to become more engaged and more proactive • Adult consumers are actively seeking a work/life balance. • There is a trend towards responsibility and conservative values by adult consumers. Thinktank Consumer Attitudes 2006, Sustain consumer attitudes 2006, WGSN Consumer Overview 2006/2007, WBCP Consumer Research 2006 (RDSI)

8. The Opportunity • WBCP research confirms an opportunity to leverage the popularity, humorous nature and likeability of Bugs Bunny to connect with an adult audience. • Quantitative research revealed Bugs has 97% awareness with adults, 42% purchase intent and strong appeal and likeness for both men and women. • Qualitative research revealed Bugs is seen as an iconic brand, a highly recognisable symbol, humour is core to Bugs Bunny’s appeal across ages. Through his intelligent humour, Bugs engenders warmth and likeability. • Consumers are changing – ageing of consumers (*) (*) Global retail trends: Deloitte Research

9. Mood Board(Benchmark brands and retro style for Bugs)

10. VERBATIM • Text Led Creative Direction • CLASSIC • Character Led • PARODY • Life According to Bugs • Character and Text

11. Classic Character Art • What • Existing Bugs character art that fits with the brands key attributes of SELF- ASSURED, INTELLIGENT, COOL AND TIMELESS HUMOUR. • Why • An all-time classic with universal awareness. Bugs’ ability to express a full range of emotions, through his body language and expressions, makes him the perfect character for gift givers and end users alike to convey a personal statement without needing words. • Simple character art is a perfect way to get a consistent brand statement across cultures and languages. • This material will form the foundation for all other graphic programs that follow. • Sometimes simple is best.

12. CLASSIC POSES

13. Self-Assured Cool Timeless

14. Verbatim • What • Pre-approved text extracted from the original animation that fits with the brands key attributes of SELF ASSURED, INTELLIGENT, COOL AND TIMELESS HUMOUR. • Using recognisable silhouettes of Bugs as a signature, designs will use vintage typography that is in keeping with the style and design of the original cartoons. • Why • The combination of text, graphic style and Bugs silhouettes is unique to the Bugs brand. It is a statement that doesn’t need in-your-face character art. This direction provides a perfect compliment to the CLASSIC CHARACTER ART offering.

15. VERBATIM (PRE-APPROVED TEXT) Note: All art can be customised or translated into any language. But any changes need to be discussed with your local WBCP representative.

16. Intelligent and Self-Assured Laid Back

17. Parody - Life According To Bugs • What • Bugs Bunny gives his “take” on life through a humorous interpretation of social, political and environmental issues in text and character art formats. • Why • Character art is a perfect way to get a consistent brand statement across cultures and languages. • Current day social commentary and innuendo are perfect for the adult gift & novelty market, while remaining true to the brand positioning. • IT’S RELEVANT AND IT’S FUNNY!

18. Note: All art can be customised and will be translated into French, Italian, German & Spanish. But needs to be submitted for approval by Brand Assurance LIFE ACCORDING TO BUGS

19. Cool Self Assured

20. Packaging and POP

21. Packaging

22. Packaging

23. Packaging

26. Appendix

27. Who is our target? • Consumers are changing • Consumer are growing older Definition of our target in 2 steps through research: Step1: in 2003 by IPSOS Step2: in 2005 by RDSI Global retail tredns: Deloitte Research

28. IPSOS 2003 Quantitative Research Strong indication that Bugs Bunny has relevance with an older target market • Awareness of Bugs Bunny is extremely high, 97% of the total sample (teens and parents) recognise the character. • Bugs shows a strong appeal and likeness for both genders (men and women). Bugs is the second most popular LT character behind Tweety for Parents. • France (44%), Italy (52%), Germany (31%) and Spain (42%) show strong purchase intent for teens and adults against a character average of 26%. • More than 45% of young adults and adults, say they like Bugs as a stand alone character in the top European countries. IPSOS Research, 2003

29. Quantitative Research France 2003. IPSOS European Quantitative Research.

30. Quantitative Research Germany 2003. IPSOS European Quantitative Research.

31. Quantitative Research Italy 2003. IPSOS European Quantitative Research.

32. Quantitative Research Spain 2003. IPSOS European Quantitative Research.

33. Quantitative Research UK 2003. IPSOS European Quantitative Research.

34. 2005 Qualitative Research • Timing: • The fieldwork was carried out pre/post Christmas 2005/2006. • Methodology: • Focus groups: A mix of mother and child in-depth interviews, friendship-paired an in-depth interviews mini-friendship groups: a total of 18 sessions, each lasting 1 hour. • Locations: • UK, Spain, France, Italy and Germany.

35. 2005 Qualitative Research Findings • Bugs Bunny is broadly appealing across age and markets. • Greater connection and involvement with Bugs in Spain and Italy. • Known but not top-of-mind in UK, France and Germany. • Involvement with Bugs is greater if consumers are aware of his role in Space Jam - adds some contemporary relevance.

36. Younger Older Visual Humour Intelligent humour • He is inherently funny • and appealing • big teeth, big ears • bright orange carrot • Witty, clever • Outsmarts the competition • Always laid back, not arrogant in his victory 2005 Qualitative Research Findings • Bugs is an iconic brand, a highly recognisable symbol. • Humour is core to Bugs Bunny’s appeal across all ages. • Bugs engenders warmth and likeability.

37. 2005 Qualitative Research Findings • Bugs has potential to work as a stand-alone character merchandising device. • He is instantly recognisable • He is inherently funny and likeable • He is timeless