Benefits of Chewing CLT Update

1. Benefits of ChewingCLT Update December 15, 2005

2. BoC Team • Benefits of Chewing Core Team: • Kelly McGrail • Steve Zibell • Shari Matras • Extended Team Members: • Carol Knight • Emerita Alcantara • Dave Cai • Barbara Zibell • Chris Perille • Jo Hartop • Jennifer Wu • Catherine Pemberton • Alex MacHutchon • Jutta Reitmeier • Leslie Clarke • Jami Guthrie • Simon Garry • Richard Parkinson • Exec. Steering Committee: • Ron Waters • Surinder Kumar • Ralph Scozzafava • Susan Henderson

3. Key Principles • The Benefits of Chewing (BoC) platform is a major initiative that, over time could change the way our global consumers think about chewing gum.

4. Objectives and Migration Path • Must be a consistent, multi-year effort. • Science has to lay the foundation for and stay ahead of any PR or communication efforts. • The effect is cumulative over time. • Gains will be more qualitative early on. • Increase consumption of chewing gum • Increase acceptance of gum chewing • Increase believability of benefits • Establish an “emotional” connection • Increase Wrigley loyalty • Proactively defend against negative perception/attacks Increase Consumption Enhance Believability Improve Perceptions Increase Awareness 2006 2007 2008 2009 2005

5. Key Principles • The Benefits of Chewing (BoC) platform is a major initiative that, over time could change the way our global consumers think about chewing gum. • Credibility is paramount to the success of the program. • All aspects of the program, from pursuing the science, to communicating with our target audiences (advisors, influencers, media and consumers) must be executed in a thoughtful, consistent and credible way. • Key teams must work together in alignment across functions and geographies to further communication outreach and research.

6. Perceived Changed In Chewing Frequency VS One Year Ago Net More-Less Less Often More Often A Little Less Far More A Little More Far Less -13% -10% -14% Percent of gum chewers 12 years or older in each case Q9. Compared with one year ago, would you say you are now chewing gum…?

7. Reasons For Chewing Gum Less Often Percent of gum chewers in each country who claim to chew less often than one year ago United States Canada UK/Ireland Reasons: Don’t Think About It Sticks To Dentures/Crowns Difficult Because Of Dentures Hurts Teeth Don’t Like It/Feel Like It Makes Jaw Sore Prefer The Mints Is Unattractive/Unprofessional Loses Flavour Quickly Bad For Teeth Q10. What reasons do you have for chewing gum (far more often/a little more often/a little less often/far less often)?

8. Breadth of Exploration Initial pillars or areas of concentration cut across multiple disciplines Plausible and relevant to consumers • alertness • concentration • memory Cognitive Benefits Weight Management Oral Care Stress Relief

9. Dual-Track Communication Program 2005 2006 2008 2009 2007 Building Momentum Gaining Endorsement Making the Claim Laying the Foundation Enhancing Credibility Consumers/Media Professionals

10. Wrigley Science Institute (WSI) Executive Director • Gil Leveille, PhD, Internationally recognized leader in the field of nutrition and food science WSI Soft Launch – Week of Nov. 7 • Sent press release to key strategic professional publications • Leveraged our successful alignment with Gil Advisory Panel - Inaugural Meeting December 7 & 8 • Successfully recruited 9 internationally-recognized members from a variety of fields including nutrition, medicine, psychology, oral care and food science • Plan to reach out to media in early January to further establish WSI Critical Path Planning for Research • Created migration paths for benefits messaging and aligned with anticipated research needs • Validating message migration with consumer research Influencer Outreach • Leverage database of influencers across variety of fields to help promote benefits with professional community

11. WSI – American Dietetic Association American Dietetic Association Meeting in October • Hosted symposium “Something new to chew on: Research goes beyond oral health” as delivered by Molly Gee, Emerita Alcantara and Marion Hetherington • Approximately 9,000 registered dieticians in attendance

12. News Bureau Goals/Objectives • Establish Wrigley as the “go to” source for information related to Benefits of Chewing • Use media to build relationships with consumers and connect Benefits of Chewing with real world lifestyles • Generate news and talk value • Create tools and universal messaging housed on shared extranet that can be tailored by global partners Strategies • Partner with credible spokespeople linked to benefits (wellness coaches, educators, dieticians) • Tie messaging to lifestyle events: • Stress around exams • Weight management around the holidays

13. Media Measurement and Analysis

14. News Bureau Avoiding the Mindless Munch Around the Holidays Total Media Impressions 21 Million! • Audio News Release/Radio Media Tour with Molly Gee, RD (Nov. 15) • A survey by Wrigley showed that 72% of Americans find it difficult to maintain a diet during the holidays. • One way to help stay within the recommended calorie guidelines during the holidays is to chew gum as a diversion from high-calorie snacks when traveling or while preparing meals.

15. News Bureau Healthy Living Through the Holidays

16. Incremental Public Relations University/college students • Incidence of chewing gum peaks at 17 • University population age 18-22: 16.5 MM/U.S., 3.5MM/Canada

17. Strategic Partnership Trusted education expert • The Princeton Review • Trusted expert. Works with more than half of students applying to U.S. universities and graduate schools each year; 1.6 million unique visitors use Web site monthly • Princeton Review online Study Hall • Wrigley featured Study Break linking to tips and fun facts about gum and studying (Dec. 2005-June 2006) • Links to www.wrigley.com • Two e-mail campaigns to 100,000 Princeton Review database users (Dec. 2005 and May 2006)

18. Incremental Public Relations Student survey • Collect factoids on student study habits for media outreach and materials • 9,000 respondents from U.S.& Canada • Of the students that chew gum while studying for exams, 41% say they do so to combat stress and tension while 23% chew to increase focus and concentration

19. Incremental Public Relations Great grass roots reach! Exceeded our target of 40-60% reach of average enrollment by 23%.

20. Campus Tour – Wrigley Gum Lounge

21. Campus Tour – Wrigley Gum Lounge “My friend called me up and said I had to come to the Wrigley Lounge and get a hat.” - Student NC State “I know, I chew gum all the time when I’m stressed out, but I didn’t know it would help me concentrate.” - Studen, OSU “It’s really cool of Wrigley to come, especially when everyone’s getting ready for finals and already stressing” – Student UNLV “I believe it (chewing gum) helps with focus and concentration. I already tell my students to chew gum or suck on hard candy when they’re taking my tests” - Professor UNLV • When asked whether he knew that gum helps relieve stress and tension as well as helps increase focus and concentration, one student replied, “I do now…Geez I’m going to have to chew a piece of gum 24 hours straight on Monday” NC State “I think gum totally helps me relax and concentrate. I wish all teachers would allow students to chew gum in class or during exams.” - Student USC “Seriously, thanks for all this…I’m gonna sport my Winterfresh hat with pride all over campus” - Student, NC State “How do I get one of these Winterfresh hats? I’ve seen them all over campus. - Student OSU

22. Expanding the Buzz Beyond the Campus Media Outreach • Targeting magazines, papers, radio and internet • Princeton Review spokesperson participating in Satellite Media Tour (SMT) Radio Media Tour (RMT) and Audio News Release (ANR) • Surpassed goals: • SMT (28 interviews, 2.3 million impressions) • RMT (5 million impressions) • University Program has generated 11 Million media impressions in the US and 6 million in Canada • GREAT content pick up

23. Incremental Public Relations - Media Outreach

24. Media Coverage Sample

25. Benefits of Chewing Strategy for Success • Science • Support messaging • Product development • Influencer Outreach • Public Relations • Using third party media and “experts” to communicate with consumers & • influencers • Alignment with Marketing • Local execution in alignment with business plans • Global platforms • Consumer Research • Prioritization target audience and benefit • Messaging

26. BoC - Globalization UK PR plan • Established relationship with an agency partner in conjunction with EMEAI/UK Communications and Consumer Marketing • Addressing strategy for outreach based on quantitative research • Immersion session scheduled for January China PR plan • Provided budgets and outlines of North American executions to Communications lead, Jennifer Wu, • Will field quantitative benchmark in 2006 and work together to integrate message strategies and leverage global resources General • Held briefing with Vaclav Naiman in Czech – December 12 • Report out in events/results, BoC developments at Global Platform Meeting in February • Present detailed strategy and tactics for 2006 to Steering Committee • Continue to share news of events/successes/learnings internally

27. BoC Globalization Wrigley Country Commercial Team Wrigley Regional/Country Communications BoC Core Team Serve as Foundation

28. BoC Extranet

29. BoC Communications Contacts • Communications Contacts for BoC Team: • Executive Sponsor • Susan Henderson, VP Corporate Communications • BoC Core Team/North America • Kelly McGrail, Senior Director, Corporate Relations • BoC Lead EMEAI • Jo Hartop, Director, Public Affairs & Communications EMEAI • BoC Lead Asia • Jennifer Wu, Director, Corporate Affairs Director – Asia/China • BoC Lead Pacific • Catherine Pemberton, Director, Corporate Communications - Pacific

30. BoC 2006 – Building Momentum • Budget submitted, tactical plan, benchmarks for success to be presented to Exec. Steering Committee in January • New research to support and expand messaging • Influencer outreach to build credibility in professional community • New Bureau activity to create on-going media talk value and tools that can be leverage globally • Partner with communication/marketing colleagues to expand global reach of messaging • Establish Wrigley and WSI as go-to source for credible information about the Benefits of Chewing

31. Together we can give consumers more reasons to chew!