In Between Life

The SituationWorking to “own caramel” - Gary Parker - V.P. of Sales Storck USA

✤ Caramel is enjoying new found fame!

✤ Werther’s is positioned to reach a broader audience and ensconce loyal consumers

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Werther’s Target Audience

Decision Maker / Spending Power✤ Women represent 65% of global

spending and 80% of US spending or $5 Trillion (50% GDP)

✤ Women account for 85% of consumer purchases

✤ 75% are the primary household purchaser Women 35 - 55 Source: Marketing To Women, Beyond Pink.

Mothers Know Best!

✤ Mothers represent a $2.4 trillion market

✤ Mention brands 73 times per week compared to men

✤ 22% ask other mothers for purchase advice

✤ 63% consider other mothers as experts

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✤ 31% of moms admit to lingering longer in the shower, while running errands, and during their commute to get a bit more “alone time” during the day

✤ 50% of women say they are pressured for time

✤ Be relevant to busy moms

✤ Be a conversation starter

✤ Be their first choice when they need a break

Struggling to find time to renewJuggling life, career and all that they do...

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Introducing

In Between Life, “There’s Werther’s”

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The KMK Solution

KMK drives brand consideration, evaluation, and heightens purchase intent✤ In the Decision Journey KMK delivers:

✤ Brand Education - Conveys new information to change the considerationset and preferences

✤ Brand Refocus - Brings back consumers with history of forming preferences forothers

✤ Consumer Action - Facilitates and inspires consumers to take action

Aware

Buy

Consider

EvaluateExperience

Advocate

Spark Evaluati

on

Discover Competit

or(s)

Orignal Brand

Refocus

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The KMK Solution

Visited the brand's websiteWatched a video

Looked up the brand on a portable deviceDid research later on Sampled the product

Told somebody about the brandClicked on the ad

Purchased the brand

0% 13% 25% 38% 50%

10%20%

27%31%31%

39%41%

43%

Source: KMK Impact Studies.

KMK Activates Consumers: ✤ Instantaneous Research ✤ Sampling ✤ Word of Mouth

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The KMK Solution

An ad during a TV showAn online ad

An ad in a newspaper or magazineWord of mouth (e.g. friends or family)

The brand's websiteBrand’s Facebook or Twitter feed

You know someone who owns this brandAn category website other than the brand's website

An email from the brandA news story

An ad on an airplane during the in-flight entertainmentYou already to buy this brand

Other

0% 13% 25% 38% 50%1%

3%7%8%

8%15%15%15%

18%21%

22%29%

44%

KMK is an Important Part of Your Media Mix✤ Less than 50% of consumers saw the brands' ad:

✤ On TV✤ Online✤ Newspaper ✤ Social site

Source: KMK Impact Studies. 9

Source: KMK Impact Studies.

✤ 56% of women advocate for brands because they have had a great experience

✤ 62% of women have a scanning app on their phone

✤ 71% would scan a QR code to save less than $5

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The KMK Solution

Interactive Banner

Strong call to action with Interactive Banner Ad

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Branded Destination

Branded Destination delivers an immersive experience

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Recommendation: Support “There's Werther's” with a social media

Ask women to share their "There's Werther's moments"

✤ Tweets your experiences

✤ Upload user generated video

✤ FaceBook page especially for this

✤ Engage their kids too. It a great treat to share, under 70 calories for 3 pieces

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