THE ELMER'SGLUE STORY

STICKING IT ALL TOGETHER:

ALYSSA POSKLENSKY DANIELLE WEISS NICK LEONARD EITAN BAROKAS CHRIS LAM CAROLINA RUEDA MARTINEZ JUN HA REBECCA PARK

"Something has got to hold ittogether. I'm saying my prayers to

Elmer, Greek god of glue."

T O M R O B B I N S

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TABLE OF CONTENTSELMER'S GLUE

The Roots are in The Pasture

Camelot Matrix

Adhesive Aficionados

Ethotic Themes

Luminaries

Purpose & Master Idea

Be-Do-Say Activation

Purpose Video

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THE ELMER'S STORYTHE ROOTS ARE IN THE PASTURE...

In 1857, Gail Borden founded Borden, Inc. with 3 employees and 1 product:condensed milk. Elsie the cow was a friendly marketing image for Borden tosymbolize “the perfect dairy product.” In advertising materials for Borden, Elsie hadan All-American family: a husband Elmer and four kids.

In 1929, Borden purchased Casein Company, which made glue from casein, abyproduct from cow’s milk. Borden introduced Casecorez Glue, the first glue productin 1932. It wasn’t until 1947 that the first multipurpose glue, called “Elmer’s Glue-All,”was introduced, packaged in a glass bottle with a wooden popsicle stick applicator.The company was looking for a new way to market their glue, and Elmer the bull wasa natural selection to represent the adhesive branch because Elsie was a well-knownmarketing symbol for the dairy industry, and Elmer was always fixing things aroundthe house for Elsie. Of course, Elmer the Bull was a huge hit.

In 1962, Elmer’s developed the famous easy-to-squeeze bottle with the bright orangepush-pull cap that still exists today, but it all started in the pasture.

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ELMER AND ELSIE: A TAIL

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ELMER'S TIMELINE

PASTING THE PATH

1932 1947 1951 1995 2000-2002 TODAY

Borden introduced itsfirst glue product:

Cascorez Glue(Made with casein)

The firstmultipurpose

consumer white glue:Elmer’s Glue-All

Elmer the Bull wasofficially chosen to bethe marketing symbolfor all adhesives in the

Borden line.

Borden was purchased by alarge private equity firm, andElmer’s was launched as a

separate operating company.

Elmer's acquires creativearts, crafts and office

products companies HuntCorporation and Ross

Products

Elmer's operatesunder NewellBrands, and islooking toward

the future of thebrand

1857 1962

Gail Borden foundedBorden, Inc. with 3employees and 1

product

Companydeveloped the firsteasy-to-squeeze

bottle with thebright orangepush-pull cap

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THE GLUE INDUSTRYSTICKY BUSINESS:

Elmer's Glue has been a small family business for 100+years.

Purchased by Newell Brands in 2015, Elmer's is intent onkeeping their small family heritage and trust among

children, parents and educators while benefitting frombeing in the portfolio of a larger corporation.

Currently, they are the market leader with 80% marketshare in the glue industry, which increases to 85% during

back to school season.

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THE GLUE LANDSCAPESTICKY BUSINESS (CAMELOT MATRIX):

CASTLE IN THE SKYELMER'S GLUE has a strong connection toschool products and is the "go-to-brand"for children's school glue. While Elmer'shas a strong association with children'sschool glue, it fails to thoroughlyencompass the children's craft industryand find a purposeful connection witholder age groups.

CRAYOLA is in Camelot because of itsstrong focus on the joys of childhood andcreation, with a purpose rooted in helpingchildren in their creative endeavors.Crayola provides children the option tomake customizable crafting kits, andsupplies free coloring pages and craftingideas. They also support educationthrough lesson plans and professionalresources for school teachers.

CRA-Z-ART offers a variety of children'scrafting products, from school glue tojewelry making kits like Crayola andElmer's. However, Cra-Z-Art is newer tothe industry and is more focused onturning a profit than on acting as apurposeful company. In addition, they arelosing ground - Cra-Z-Art glue will nolonger be sold in Wal-Mart.

GENERIC BRANDS are good options forconsumers on a budget, but have nopurpose beyond being the low-cost option.They are operationally insignificant to largeretailers, like Target, that sell these genericbrands.

FIEFDOM

CAMELOT

FORTRESS

SOULFUL EXCELLENCE

OPERATIONAL EXCELLENCE

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STICKY BUSINESS:

ELMER'S VS. CRAYOLA

Source: Hoovers, Elmer's

$325 million estimated annual revenue

$621 millionestimated annual revenue

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PEY ING LINVAN FOSTER

Associate BrandManager, Elmer's

Glue

Newell Brands

Technical Director(Adhesives, Sealant, &

Polymer Specialist)

Elmer's Glue 19-yearVeteran

DON BRETT KARISHMA RATNANI

Director of TradeMarketing, Elmer's

Glue

Newell Brands

Brand MarketingIntern, Elmer's Glue

(Summer 2016)

Newell Brands

WESLEY JEON

Assistant BrandManager, Elmer's

Glue

Newell Brands

ADHESIVES AFICIONADOSOUR EXPERTS

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DON BRETTDirector of Trade Marketing, Elmer's Glue

"Elmer's is grounded in what they stand for as a brand - SERVING MOMS, KIDS ANDTEACHERS."

"Elmer's was a small company that never left Ohio. Transitioning from a smallcompany mentality to being part of a 16 billion dollar company THINGS GET A

LITTLE MUDDIER."

"Before Newell acquired Elmer's, we were lacking a brand that balanced our writingsegment. Elmer's is THE MISSING PIECE that connects Newell Brands to the

CRAFTING SEGMENT."

"Elmer's is the number one supplier in the adhesive market with 80% market share"

Gluer-in-Chief

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VAN FOSTERTechnical Director (Adhesive, Sealant and Polymer

Specialist)

Developer ofall Things

Sticky

"The Elmer's guiding principle is TRUST, which guides us to make sure the products areexactly as they should be for consumers' needs and MOST IMPORTANTLY, that they are

SAFE."

"One day I work to create products for a 4-foot tall redhead girl with pigtails and freckles,and another day my consumer is a 6"5 male with a shaved head and neck tattoos."

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PEY ING LINAssociate Brand Manager, Elmer's Glue

"Since its inception in the Borden days,Elmer's has always been CENTERED

AROUND FAMILY VALUES. The marketingcampaign for Elmer's started with Elmer,

Elsie and their children."

"Elmer was ALWAYS AROUND DURING ATIME OF NEED, FIXING ANYTHING and

everything around the house for his family"

"Elmer's is such a special company becauseITS PRODUCTS HAVE BEEN WITH US OUR

ENTIRE LIVES, from when we were kidsthrough today."

TheGluesociate

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WESLEY JEONAssistant Brand Manager, Elmer's Glue

NewestAddition to the

Glue Crew

"Elmer's, in a way is DEFINED BY ITS ORANGE

CAP."

"To each one of our customers, the orange cap

means something else -- From craft to

hardware, people see the orange cap and they

think Elmer's, and WHEN THEY THINK OF

ELMER'S THEY THINK OF INNOVATION, WORK

AND PUTTING TOGETHER MANY PIECES of

their projects."

"Elmer's functions as A BRIDGE BETWEEN

GENERATIONS"

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Brand Marketing Intern, Elmer's Glue (Summer 2016)KARISHMA RATNANI

"Elmer's acts as a CREATIVE ALCHEMY that is able to TRANSFORMOBJECTS INTO SOMETHING EXTRAORDINARY."

"The ORANGE CAP on Elmer's bottles is a FAMILIARITY that everyoneimmediately identifies with from their CHILDHOOD."

"Elmer's Glue is a tool with which you can EXPRESS YOURSELF howeveryou like."

"Elmer's GROWS WITH YOU, through every stage of your life."

Gluesociatein Training

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THE GLUE THAT HOLDS US TOGETHERETHOTIC THEMES

Bonding Families TogetherThe roots are in family: Starting with Elmer and Elsie, Borden's All-American family, Elmer'scontinues to provide products that help parents and children stick together.

Elmer's product development process starts and ends with safety. Elmer's orange cap has beentrusted for generations, and we're not about to let that change.

We don't just cater to creative people. Creativity and innovation runs through all of us, and weaim to create the glue you need to turn your ideas into reality.

Our products empower people to follow their own instructions. You define your own art, andyou create your own crafts. We're just here to help.

Elmer's continues to be the go-to for people across all functions from stationary to hardware,from classroom to workshop - all you need to look for is the orange cap.

Creating products and providing solutions for the inventor in all of us - From the very young, tothe young at heart. Elmer's is the missing piece that connects Newell to the crafting segment.

Adhering It Safe

Creative Products for Creative Projects

Stick to What you Love

Glue-All, For All

A Lifetime of Creativity

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PROFESSORGILKEY

KADESTAMALCOM

ANNIEFERRANS

Pre-School TeacherThe Clifton School

Expert on childrenand classroom glue uses.

Professor, Organization andManagement

Goizueta Business School

Expert on corporate culture.

Age 8Professional Arts and

Crafts maker

Expert in creativity.

LUMINARIESOUR EXPERTS

PROFESSORGARCIA

Professor, AnthropologyUniversidad Francisco de

Vitoria

Expert in humanconnections.

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MS. MALCOMPre-School Teacher, The Clifton School

"Sometimes we just use it to see how well [the kids]are able to use their FINE MOTOR SKILLS"

"I let [the kids] have fun with it [the glue]. I givethem the FREEDOM TO CREATE AND HAVE IDEAS,

and they all LEARN from this freeEXPERIMENTATION."

"Having the glue helps do a lot of different activitieswith the children. Children love to be active and it

KEEPS THEM ENGAGED."

"I like the fact that there are DIFFERENT TYPES ofglue for different things."

"You can learn a lot from them and them from you.You're PROVIDING THE TOOLS TO FACILITATE thisactivity, and this activity HELPS ME BOND with the

kids." 18

Professor - Organization and Management, Goizueta Business SchoolPROFESSOR GILKEY

"Competition can devolve into levels of aggression and hostility, and underminepeople rather then help them to succeed. Most of the time, WORKING TOGETHER IS

BETTER THAN WORKING APART."

"Collaboration means you have a common goal and gives you more freedom"

"To be able to create, you need a certain amount of safety and security, since youare taking risks, which cooperation can foster. COLLABORATION leads to security,

which LEADS TO INNOVATION." 19

Professor - Anthropology, Universidad Francisco de VitoriaPROFESSOR GARCIA

"Humanity is realized through interpersonal encounters and CONNECTIONS WITHOTHERS".

"GLUE BONDS PEOPLE together THROUGH CREATIVE ACTIONS."

"Through connections, humans FIND HAPPINESS AND FULFILLMENT."

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Age 8, Professional Arts and Crafts MakerANNIE FERRANS

"I think of sticking glue to my fingers and then HIGH-FIVING SOMEONE and getting stuck - I did it once

and it was like 'boom' and then I let go."

"Glue is really important because if you makesomething in two different places, HOW ARE YOUGOING TO GET THEM TOGETHER to make your art

project? You have to glue them - there's no choice!"

"I like to BE MESSY with the glue when I do arts andcrafts, I just like getting glue all over my hands. If it'sa glue stick it doesn't really go anywhere so its less

fun."

"WHEN WE LEARN NEW WORDS IN SCHOOL we cutthem and then use a glue stick and REMEMBER

THEM."

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UNIQUE TALENTS VS. NEEDS OFTHE WORLD

PURPOSE

Elmer'sPurpose

Elmer's Unique Talents Needs of the WorldWe live in a world where every

piece is important, but notalways connected. The world

needs a safe and trustedmethod of not only bringing

pieces together, but alsobringing together one

another.Humans thrive oninspiration and creativity, andour many intricate problems

need creative solutions -today's world needs unifying

forces and sharedexperiences.

Elmer's is the go-to solutionfor bringing things

together, with an impeccablesafety record and imaginativesolutions for problems acrossevery discipline. Elmer's is a

leader in innovation thatprides itself on being

accessible for everyone andeverything - young or old,

creative or practical.

To bind piecesand bond

people

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PURPOSE: Our purpose connects our talent as agents of unity with theworld’s need to bond things together. We believe that the whole isgreater than the sum of its parts, and we strive to becomeadvocates for innovation by providing the trusted tools that willget the job done, regardless of the task.

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E L M E R ' S M A S T E R I D E A

STICK TOGETHER

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MASTER IDEA RELATIONSMASTER IDEA: STICK TOGETHER

When we stick together, we do more than just build objects, we formrelationships.

Your imagination grows with you and molds to different forms throughout eachpart of your life. From toddlers to adults, creativity transcends the generationgaps, creating a glue that helps us all bond.

When we have the tools to experiment with our creativity, we are able totransform something ordinary into something extraordinary.

At the simplest level, humans are created through bonds between atoms. Justlike these molecules, human beings need connections with others to survive andthrive. Ultimately, our existence is based on co-existence.

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Relates to Human Connections:

Relates to Universality:

Relates to Creativity & Innovation:

Relates to our Human World:

BE - DO - SAY

EMBODY STICKINESSUse titles including "The Gluesociate" and "Gluer-In-

Chief" on business cards and internal communicationsto invite employees to be the glue that holds Elmer's

together, each and every day.

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After natural disasters, communities need to rebuild. Elmer's is there to lend a hand andto provide the glue to 'stick' houses and communities back together.

BE - DO - SAY

PROVIDE GLUE-ALL, FOR ALL

BE - DO - SAY

SAY IT TOGETHERCustomers will visit the Elmer's website andsubmit what 'Stick Together' means to them,and their location. This will populate a giantglobe showing the reach of Elmer's and theconnections it facilitates across the world.

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MASTER IDEA

MASTER IDEA VIDEO

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