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SIKU Glacier Ice Vodka Premium Glacier Inc.

The Sensible Campaign & Product Identity / Launch


Strategic brand activation & product launch capabilities SIKU Glacier Ice Vodka | 4065 Guelph Line | Burlington, ON Canada L7R 3X4

Prepared By : Ryan OHara | Brand Manager Jonathan Sacks | Owner Live Marketing Management: Dustin Erb Project Management: Joel Messner Production / Web Coding Management: Renee Lindsey

Sensible Minds, INC. 414 S Mill Ave Suite 220 & Suite 212 Tempe AZ 85281 Copyright 2008, All Rights Reserved

overall objective:

Our objective is to design and execute a marketing campaign which will substantially increase SIKU Vodka product placement within the Phoenix metropolitan market. Then to supplement the placement with an array of live promotions and bar staff incentive programs aimed at increasing SIKU Vodka sales by way of creating an emotional bond between server, consumer, and product.

Sensible Minds, INC. 414 S Mill Ave Suite 220 & Suite 212 Tempe AZ 85281 Copyright 2008, All Rights Reserved

section 01 / brand manager (bm) section 02 / brand ambassador (ba) section 03 / campaign / promotion creation section 04 / GNO program section 05 / launch party section 06 / data collection & utilization section 07 / on-premise promotions section 08 / on-premise: incentive programs section 09 / investment

Sensible Minds, INC. 414 S Mill Ave Suite 220 & Suite 212 Tempe AZ 85281 Copyright 2008, All Rights Reserved

section 01 / brand manager (bm)

Brand Manager (BM) Is one individual responsible for all aspects of the on/off premise promotional program within market. Your BM will work with SIKUs distributor (Southern) and key account contacts in the management and execution of promotional brand objectives. Their duties/responsibilities include:

- Meet with key on-premise management to build relationship/stimulate product sales. - Work with creative team to come up with unique and fun interactive promotions. - Generate Co-Ops and sponsorship opportunities. - Hand-Pick and train an exclusive local team of Brand Ambassadors. - Assemble, and deliver POS kits/marketing materials to each on/off premise event. - Book and manage promotion/event. - Educate and implement on-premise bartender & staff loyalty programs. - Create digital, video and written recaps and deliver bi-weekly results. - Manage and track all local budgets and promotional spending and POS inventories - Oversee the design of any and all promotional and marketing materials, including Brand Ambassador SIKU Vodka uniforms, advertizing specialties/giveaways, and POS. - Oversee creation, up-dating, policing, and marketing of SIKU local AZ Facebook and Myspace pages, used to create a social network of SIKU Vodka consumers and event supporters.

Sensible Minds, INC. 414 S Mill Ave Suite 220 & Suite 212 Tempe AZ 85281 Copyright 2008, All Rights Reserved

section 02 / brand ambassador (ba)

Brand Ambassador (BA) BAs are the exclusive team of promotional models that represent your brand to the customer under the direction and supervision of the BM. The Brand Ambassador is the face of your brand. Their duties/responsibilities include:

- Know and communicate product messages to qualified consumers. - Educate consumers on product information (history, drink recipes, fun facts). - Interact with bar/club patrons using effective communication. - Gather information from bar/club patrons. - Use promotional gift items as incentives to bar/club patrons who support the brand. - Recap and process paperwork, if necessary. - Maintain consistent, clear and accurate records of all Program Night activity for BM, GMM and SM. - Uphold program standards. - Other duties as assigned by the BM.

Sensible Minds, INC. 414 S Mill Ave Suite 220 & Suite 212 Tempe AZ 85281 Copyright 2008, All Rights Reserved

section 03 / campaign/promotion creation


The campaign / promotion will be carefully constructed with the intention of creating what will be considered 1) Unique the campaign/promotion can be like no other promotion that has ever been done, it must be different. 2) Captivating the campaign/promotion must engage the audience creating a thirst for more information and involvement. 3) Exciting the campaign/promotion must be FUN in a way that will enhance the atmosphere of the venue. It is crucial that the concept, materials, promotional items and Band Ambassadors embody all three elements.

Campaign Creation - Is the first step in the process of developing the SIKC Vodka brand and the brand strategy. SM will create a comprehensive marketing strategy that will include everything from the marketing theme, strategic partnership development, special event involvement / sponsorships, PR creation and execution and all necessary creative that may be needed. Promotion Creation Is one of the strongest selling tools when marketing to the most restaurants, bars and clubs and there patrons. SM will create 2-3 concepts such as Games, Competitions and or Activities that will generate curiosity and involvement. Each concept will include the design and production of Props, POS materials, promotional items/handouts, uniforms, etc

Sensible Minds, INC. 414 S Mill Ave Suite 220 & Suite 212 Tempe AZ 85281 Copyright 2008, All Rights Reserved

section 04 / GNO program

SM will make SIKU Vodka the official liquor sponsor for Scottsdale Models GNO (Girls Night Out) Program twice monthly for the length of the contract at no additional cost.* The GNO Program is an every Friday event which takes place in one of the following three locations in the Phoenix Metro area American Junky, Dirty Pretty, and Pussy Cat Lounge. These bars are widely considered to be three of the hottest and most popular bars in all of Arizona. SM will market the every Friday event and will provide our partner establishments with between 50 - 90 girls (promotional models and their friends). The night is broken up into two separate events, both with their own motivating factors. Additional information on the GNO program will be supplied and/or can also be referenced through www.mygno.com. - SIKU Vodka will be purchased by the bar through the distribution company and then donated to the GNO event. - SIKU Vodka POS materials (i.e. table tents, cups, posters, signage) will be set on display. - Bartenders will be educated on product and then incentivized to sell the Vodka throughout the night. - Photos & written recaps of the event will be created and delivered biweekly
*GNO sponsorship investment cost will not exceed cost of donated or created POS materials, promotional item giveaways, and/or donated product.

Sensible Minds, INC. 414 S Mill Ave Suite 220 & Suite 212 Tempe AZ 85281 Copyright 2008, All Rights Reserved

section 05 / launch party

SIKU Vodka Brand Launch Party - SM will design, organize, market, and execute a launch (re-launch) party for SIKU Vodka at one of Scottsdales hottest venues (to be determined). This event will serve as your launch pad, to help generate buzz amongst consumers and industry professionals. This promotes the advancement of all on/off premise promotions and on-premise bar staff training and incentive programs. Event will include:

- Full scale SM event marketing (email/text message blast, personalized VIP invites for industry professionals, press release, flyer distribution, and personal phone calls from SM staff members to the top restaurants, bars, and clubs in the area, inviting them to the engagement). - An email/text blast using the database of our sister company, Scottsdale Models, to generate a high volume of atmosphere models for the event. - There will be 4-8 SIKU Brand Ambassadors in uniform greeting customers, offering samplings and collecting customer information throughout the night. - Entertainment and atmosphere will be provided. The partys theme will be constructed, party dcor will be chosen, and reasonably priced entertainment will be booked. - The venue will be blanketed in visual displays, signage, POS materials and promotional items. - Prizes will be given away to one or more attendees of the event.

Sensible Minds, INC. 414 S Mill Ave Suite 220 & Suite 212 Tempe AZ 85281 Copyright 2008, All Rights Reserved

section 06 / data collection & utilization

During your on/off premise promotions, your SM Brand Manager and Brand Ambassadors will collect consumer contact information. This information will be input into a database and then used (along with our own database) to market to your customers via email and text messaging. SM will also utilize this data in the construction and up-keep of Facebook and Myspace SIKU Arizona social networking sites. These pages will contain information about the product, photos of past events, and information on up-and-coming promotions and events. As the social network develops so will the SIKU brand. - Contact information will be collected during many on/off premise promotions and events. - SM will input the collected data into a database for on-going marketing efforts. - SM will send out bi-weekly email and text message blasts aimed at informing current and future customers as to off-premise sales information and/or to the time/location/drink specials/activities of an on-premise promotion. - SM will create/design the content of these email and text message advertisements, which will be sent out bi-weekly
Please know that the use of mass emails, text messaging and the usage of the two recommended social networking sites will be held to a high ethical standard and will be policed weekly by your BM and SMs production team.

Sensible Minds, INC. 414 S Mill Ave Suite 220 & Suite 212 Tempe AZ 85281 Copyright 2008, All Rights Reserved

section 07 / on-premise programs

It has been said by many suppliers, distributors and liquor marketers that, Brands are built in the on-premise and cases are sold in the off-premise. With that being said, although it is important to conduct off-premise promotions, it is far more effective to start with the on-premise promotions and supplement those with the off-premise promotions once the brand is more established. Of course you cannot conduct any promotion if the product is not being offered at the venue, so it is important to use the promotions as a tool (in conjunction with other incentives) to get placement in new distribution points. The goal would be to get product placement into 5-10 venues per month for the next 6 months. Once a purchase is made, three promotions are scheduled within a one-month period. If the goal is attained, we will have booked 30 promotions per month for the next 6 months. On-Premise Campaign (Months 2-12)
2 Brand Ambassadors 4 hours per promotion 1 Promotional Kit (POS, Promotional Materials, Etc..) Total Cost per Promotion Total Cost of 30 promotions per month $40.00 per/hr $320.00
Variable Cost

$320.00 $9,600.00

For ongoing campaign support, it is good practice to maintain a minimum of 20 promotions per month. Number of promotions per month can vary, numbers based on averages.

Sensible Minds, INC. 414 S Mill Ave Suite 220 & Suite 212 Tempe AZ 85281 Copyright 2008, All Rights Reserved

section 08 / on-premise: incentive programs

Bartender/Server Incentive Programs


Every month, all SIKU Vodka selling establishments will automatically enroll in the Bartender/Server incentive program offering the top selling 10 Bartenders/Servers a gift worth $250.00 each 10 Bars, $500/mo. each Months 2-3 $5,000 $10,000

Reduced to our 5 target bars (not necessarily highest selling) 5 bars, $500/mo. per each Months 4-12 $2,500 $22,500

Sensible Minds, INC. 414 S Mill Ave Suite 220 & Suite 212 Tempe AZ 85281 Copyright 2008, All Rights Reserved

section 09 / investment

Campaign Creation: Ongoing Campaign Support Retainer: Launch Party: Brand Manager, full-time, 40-hour weeks: Bartender/Server Incentives Programs: Brand Ambassador / Promotions: First Month Investment Cost: Months 2-12, per month Investment Cost:

$20,000.00 $30,000.00* $ 8,000.00 $40,000.00 $32,500.00** $105,600.00*** $21,333.00 $19,523.00

*Please note that the ongoing campaign support retainer covers all additional marketing efforts including but not limited to email/text blasts creation/design/execution, myspace/facebook networking, data entry, design, new program creation, etc. ($2500.00 per month). **Please note that only when a sale is made are bartender/server incentive programs introduced and billing occur ***Please note that only when a sale is made are promotions scheduled and billing occurs. For ongoing campaign support, it is good practice to maintain a minimum of 20 promotions per month. Number of promotions per month can vary, numbers based on averages. Campaign Recap: - A Brand Manager (full-time) to make your name known among F+B buyers, bartenders/staff, and club owners. - We work with your distributor to coordinate F+B meetings and promotions. - Two, two-model (BAs) teams exclusive and educated to your brand, running close to 30 promotions per month - 10-5 bars (alternating or not) run weekly bartender/server contests to sell the most SIKU Vodka. The winners receive prizes equaling $250 in value (gift cards). - SIKU Vodka will become bi-weekly sponsor of Scottsdale Models GNO program - Data will be collected during promotions, then used to market directly to consumer, via bi-weekly email/text message blast. - SIKU Myspace & Facebook networking sit creation/policing/maintenance

Sensible Minds, INC. 414 S Mill Ave Suite 220 & Suite 212 Tempe AZ 85281 Copyright 2008, All Rights Reserved