Orientation Documents: Public Relations Proposals

January 3, 2012

CONFIDENTIAL2

Overview

• Communications Objectives: PR• Expectations of an Agency Partner• Opportunities:

– PURELL Advanced– Additional Layers to our Key 2012 Media

Plans• Addendum

CONFIDENTIAL3

Communications Objectives

• Use PR to create awareness and engagement for our Target Audience:

– W25-49; HHI: $65K+; with Kids < 12– Surround her in sought out environments

• Leverage existing media buys with PR during our key drive periods

– Phase I Launch: PURELL Advanced (February)– Back-to-School (July)– Cough-and Cold (Q4)

CONFIDENTIAL4

Expectations of an Agency Partner

• Confidential relationship (signed NDA) and category exclusivity

• Develop a spec work proposal on PURELL Advanced to turn into a Q1 project

• Trial partnership, with the potential for more work with Back-to-School and Cough/Cold

• Close collaboration with primary agency partner: Wyse Advertising

CONFIDENTIAL5

Opportunities• PURELL Advanced (Feb):

– A breakthrough sanitizer advancement (see addendum)

– Launching in FDM as a line upgrade in January– Media weight focused on late February when

distribution has been achieved• Extended Support (Q2/Q3):

– Back-to-School Full Media Campaign with a focus on PURELL Advanced

– Cough&Cold Full Media Campaign with a focus on PURELL Advanced and other new Line Extensions

Addendum

PURELL Advanced

• Target Audience: Empowered and Safety Seeker psychographic segments = time-pressed health gate-keepers looking for smart solutions to feel reassured, be in control, and keep their families well and performing at their best.

• Insight: Moms think that all hand sanitizers kill germs equally well and therefore buying less expensive brands are a better value

• Key Benefits: New PURELL Advanced provides more germ-killing punch in every squirt than other brands.

– Kills More than 99.99% of Germs– 1 squirt of PURELL is equivalent to 2 squirts of the nearest selling

brand– With 4 moisturizers, clinically proven to maintain skin health– Trusted and Used by Hospitals

PURELL® Advanced Instant Hand Sanitizer

FDA Requirement for 2 log10 reduction at Wash 1 and 3 log10 at Wash 10 Healthcare Personnel Handwash, Study # 110103-101, April 5, 2011, BioScience Laboratories, Bozeman, MT.* Healthcare Personnel Handwash Study # 1009077-101, January 6, 2011, BioScience Laboratories, Bozeman, MT.

+Most 99% claims are based on test tube results; PURELL 99.99% claims are based on hand testing

Not just in a test tube

“On hands” testing, too!

The Science Behind the Breakthrough• GOJO R&D created something powerful and revolutionary• PURELL is 99.99% effective, not just in test tubes, but on hands, too!

Most of our competitors cannot claim “on hands testing” We deliver performance at just 2mLs of product

Formulation mattersPURELL Advanced foam and gel superior to competition

HCPHW Test Method: 2 ml Application

Log

10 R

educ

tion

from

Bas

elin

e

0

1

2

3

4

5

PURELL®

AdvancedGel 70% v/v

Application OneApplication Ten

Application 1 Req

Application 10 Req

PURELL®

AdvancedFoam 70% v/v

Product A90% v/v

Product B 62% v/v

Product C70% v/v

Product D70% v/v

Product E 62% v/v

Product F 68% v/v

Driving Awareness

New Systems

New Media

Technical Literature

Scientific Discovery and Strategic Influencing

New Package Refresh

< General Sell Sheet (All markets) LIT-PUR-ADVANCE

PURELL® Advanced

Technical Brochure HCE-LIT-PBROCH

Claims• Ounce for ounce, outperforms

competition• Clinically proven: Kills the most germs

2012: The Year of PURELL®

Advanced

CONFIDENTIAL10

2012 PURELL Media Buy

TV/Radio

FSI

Magazines

Add'l Tactics *School Family Media *In-Store: Arctic Zone Bags*Sweepstakes/Promotion*30MM Coupons

*Red Carpet Sweepstakes *255K Samples

Target Impressions

ReachFrequency3+ Reach

Reach: 90%Frequency: 5.9x3+ Reach: 66%Impressions: 272MM+

2012 PURELL Marketing Communications Plan

Advanced LaunchFeb. 20-March 18 (4 weeks)

Total Campaign Deliveries

50 MM Impressions

46.5 MM Circulation

21.6MM Impressions

5MM ImpressionsDigital

18.20%

76.3%

3.1x

*Oscar Brand Ambassadors*Nominee Gift Bag*Satellite Media Tour*Oscar Viewing Party

*30K+ Samples

106MM+ 122MM+

56.2%

2.0x

62.5%

3.3x

13.80%

52MM Impressions

46.5MM Circulation

24.2 MM Impressions

15MM Impressions

39MM Impressions

46.5MM Circulation

12MM Impressions

34.20%

*Santa Photo Line Promo*Sweepstakes/Promo*17K Samples

57MM+

Back to SchoolJuly 30-Sept. 30 (9 weeks)

Cough ColdNov. 5-Dec. 23 (7 weeks)

Does not include purell.com initiatives

Does not include purell.com initiatives

Does not include purell.com initiatives