2007/2008 Communications Plan2007/2008 Communications Plan

Page 2

AgendaAgenda

Deussen: Capabilities Update Deussen & BGTRD: Financial Review Deussen & BGTRD: Account Review 07/08: BGTRD Key Issues 07/08: BGTRD Plan

Page 2

Deussen: Capabilities Update Deussen & BGTRD: Financial Review Deussen & BGTRD: Account Review 07/08: BGTRD Key Issues 07/08: BGTRD Plan

AgendaAgenda

Page 3

The Garden GroomNational Product LaunchThe Garden GroomNational Product Launch

Goal• Introduce the world’s first cut and collect

hedge trimmer to Canada and the US

Strategy • Appeal to emotional needs for an

environmentally-friendly, efficient, and/or safe tool

• Overcome super-premium price barrier• Grow name recognition to pave the way

for future Garden Groom products

Page 4

ResultsResults

From 0 to 5,000 units sold in 6 months 51% of online and phone sales made within 2

weeks of local media placement• Newspapers most influential (77%)• Additional 23% — website, radio, television, and

magazines Additional sales avenues due to exposure

• Increased catalogue outlets from 3 to 10• Two QVC appearances• Skymall

Retail strategy accelerated due to media coverage• 2 major US retail chains in negotiation• Retail sales originally planned for summer/fall

200 bumped up to summer 2006

Page 5

Perfect PairingsA Culinary & Cocktail Experience

Perfect PairingsA Culinary & Cocktail Experience

Objectives• Reinforce brand as innovative

leader• Move beyond design platform• Expand client base without harming

existing equity

Strategy• Create image that appeals to those

in the food and style industries, as well as mainstream consumers

• Partner with brands established in those industries

Page 6 Distributor Training & Motivation Distributor Training & Motivation

Page 7

The ConceptThe Concept

Partner with Gourmet and GQ to deliver consumer brand experience

An evening of lively competition, top-notch cooking, and inspiring cocktails draw guests into the world of Bombay Sapphire

Two hand-selected consumer teams go head-to-head to create the ultimate pairing of a Bombay Sapphire cocktail and a gourmet dish• Teams work with top local chefs and

mixologists, giving them a chance to live out their culinary dreams and get creative with true mentors

• Local celebrities and event guests will select a winning team and crown the Perfect Pairings champions

Page 8

The TalentThe Talent

Consumers — 4 teams of 5 per market• Hip-metro men and women who love a

gourmet meal, a great cocktail, and aesthetically pleasing setting

Chefs — 4 per market• Top chefs from hot restaurants in each

market• Gourmet proposed; brand team and

Deussen approved- Nationally recognized names garner PR

Mixologists — 4 per market• Top “bar-chef” type bartenders with a keen

palate and classic skills• Selected by local RMs and DMMs for trade

leverage Local Celebrities and Influencers

• GQ and Gourmet secure celebrity Hosts, MCs, DJs, and guests

• Both publications tap lists to populate room with target consumers

2007/2008 Communications Plan2007/2008 Communications Plan