the cleverest and best looking team in the game.

1. COURTNEYMASON • the cleverest and best looking team in the game. If it comes in an adorable package, it’s mine! I will pay extra for organic anything. Why am I here? See Slide 2. Put a cute animal in the commercial! If a girl’s selling, I’m buying. Status. Symbol. MR.CLEAN • Boston, MA • University of Virginia • Bain Brain • Can crush you in a rap battle, Ma$e-style • Cincinnati, OH • School of Hard Knocks • Mad at dirt since 1965 MIKESCHAFFER SARAHTABB • Washington, DC • Maryland Terrapin • Deloitte Consulting • Jack of All Trades… Master of None • Charlotte, NC • UNC Tar Heel • BofA Excel Vixen • Fried Food and Biscuit Connoisseur MIKEFISHBEIN JOYCELI • San Francisco, CA • UC Berkeley • Consulting Confucius • Addicted to Real Housewives Anything • New York , NY • Colgate University • An American Bull in a Paris I-Bank • Addicted to Real Housewives…Kellogg We are 2 bankers and 3 consultants who want to trade DCF models & frequent flyer miles for the glory of the 4 Ps. We came to Kellogg to market, and market we will do! The brander inside us is DYING to escape. You know we have the analytics. But wait until you see our rightbrains atwork. Clever. Classic. Sassy. Sizzling.

2. WE LOVETHE MR CLEAN MAGIC ERASER. HE IS NOT JUST FOR MOMS. MR.CLEAN TODAY MR.CLEAN TOMORROW • MARKET RESEARCH &JUSTIFICATION • It is documented that frat stars and young straight dudes are the dirtiest of all demographics(ages 18-35). • They have moms. And they have girls who they want to walk more than 1 foot into the apartment. • Moms/Girls will go nowhere near an apartment with pizza stains on the wall, hot dogs stains on the floor, jalapeno popper stains on the ceiling, and a toilet bowl/seat that’s never been cleaned. S • Age, marital and parental status, needs and behaviors • No change required T • Moms who have to get tough stains out quickly because they do not have time to scrub/repaint • 18-35 year old single men living alone • These guys need something to clean up their sh*t (literally). Without being time consuming, because let’s face it, for this demographic, when they’re not at work, it’s always bar o’clock. • We conducted a focus group at Monday Night Football –passion for this product is strong among this group! P • Man around the house who can be “Trusted Every Day” and has more to offer than the generic spray cleaners • “Mr. Clean Dude” campaign; he’s a clean dude, and you can be, too! • THE STRATEGY • Product: No change required • Price: No change required • Promotion: • Advertisements that feature dudes utilizing the Magic Eraser to fight tough messes in crucial moments (see storyboard at right) • Advertisements on networks catering to our target demographic (ESPN, Spike TV, Fox Sports, Comedy Central, TNT, TBS etc.) • Free Magic Erasers at sporting events • Celebrity spokesmen The Situation & Pauly D. (have you seen them clean on Jersey Shore? Seriously, they clean in every episode.) • Placement: Expand retail channels to hardware stores, sporting goods stores, outdoor stores • Special in-store displays with life-sized cutouts of our spokesmen endorsing the product • “When you have to clean up after a grenade, it’s Magic Eraser…then GTL.” THE CAMPAIGN IN ACTION I’m on my way, honey! Mom can’t see this!! Dan had a greatFriday… But Mom’s coming! Look, Ma – studious & clean! Mr. Clean! Just in time! YOU KNOW YOU WANT US. WE’LL CLEAN UP THE COMPETITION.

3. Sarah Tabb* stabb2012@kellogg.northwestern.edu 704-299-4402 Mike Fishbein mfishbein2012@kellogg.northwestern.edu 917-685-6419 Joyce Li jli2012@kellogg.northwestern.edu 626-271-4919 Courtney Mason cmason2012@kellogg.northwestern.edu 617-320-9320 Michael Schaffer mschaffer2012@kellogg.northwestern.edu 703-474-0073 *TEAM CONTACT Outtakes from our commercial photo shoot, for your enjoyment :)