EmSense Cargil Advertising Testing Case Study“Donut” and “Just One Bite” Deeper Insights From NeuroMetrics

1. Advertising Testing Case Study“Donut” and “Just One Bite” Deeper Insights From NeuroMetrics

2. Business Challenges & Objectives1) Measure up…continue the momentum. 2 Deeper dive on “why”! 72% 73% 58% 58% 67% / 67% 73% / 77%

3. Business Challenges & Objectives2) Go beyond educating & informing consumers…tap into emotional benefits by activating “sweetness stories”; confirm that this works! 3 Brand Insight Brand Idea “I want to be true to myself and my sweet tooth, but having to compromise on either calories or artificiality leads to familiar internal struggles with sweetness.” The guilt-free sweetness of Truvía™ natural sweetener liberates you from your internal struggles with sweetness, from compromising on calories and chemicals… so your sweet tooth and your conscience don’t have to fight.

5. Just One BiteOVERALL Are the ads engaging overall? Do they tap into consumers’ emotions? …how? What do consumers think (AKA cognition)? How do these ads make them feel (AKA emotion)? SPECIFICS What specific elements of the ads do consumers view as positive or negative? What might we consider tweaking or changing? ARTICULATED / EXPLICIT (vs. key metrics / baseline) UNARTICULATED! / IMPLICIT (NEW learning!) 4

6. What We Will Demonstrate Today 5 Quantitative Survey (Explicit) Quantitative Neuroscience (Implicit) Deepest Insights (Implicit & Explicit) Common Sample

7. Target Sample Specifications Sample Size: n=150 Women, age 25-54 Primary or shared grocery shopper Category users: use a sweetener (natural, artificial, or sugar for use in food or beverages in past 3 months [not including baking]) Mix of Cargill’s proprietary target sweetener segments Mix of key demographics No past 3-month participation or critical affiliations 6

8. EmSense Technology 7 EmSense Enabled™ headsets combine both neuroscience and other bio-sensory inputs to create a robust model of human response, without the invasiveness of traditional EEG equipment. Primary (Direct) Measure EmBand™ Secondary Metrics Copyright 2009, EmSense confidential

9. 8 :30 Spots Tested “Donut” “Just One Bite”

10. 9 “Donut”

11. Key Measurements 10 EmSense delivers deep insight into the impact of marketing communications on consumers. Vectors are calculated via patented algorithms which leverage the EmSense physiological database. EmSense has developed the world’s largest database of bio-sensory advertising and branding metrics. When do viewers feel positive and negative emotions? (Positive) Emotion (Negative) Product solution Creative hook Problem presented Does your campaign make consumers think? Cognitive Thought Branding moment / product payoff New news / relevant information

12. Interpreting Bio-Sensory Measures 11 Sig. High Sig. Pos. Direc. High Direc. Pos. Neutral Baseline Direc. Neg. Direc. Low Sig. Neg. Sig. Low n/a due to low % noting n/a due to low % noting High Cognition: Respondents are thinking strongly High Possible Responses: Interest Anticipation New, relevant information Possible Responses: Confusion Frustration Attempting to figure out element Emotional Response Baseline Cognition: Typical levels of cognition Cognitive Response Cognitive Response Possible Responses: Easy enjoyment Pleasant, familiar Appealing, but not new information Possible Responses: Disengagement Checked out Uninterested, no new information Low Cognition: Respondents are not thinking or cognitive engaged Low - + Positive Negative Neutral Emotional Response

13. 12 Results

14. Indicators of Efficacy™ Dashboard “Donut” “Just One Bite” Bio-Sensory Indicators of Efficacy Bio-Sensory Indicators of Efficacy Above Norm Below Norm Engagement Efficiency Brand/Product Response Emotional Trend Key Points of Cognition Audience Synchronicity Engagement Efficiency Brand/Product Response Emotional Trend Key Points of Cognition Audience Synchronicity 13

15. Engagement Efficiency: Both spots are quick to engage. “Donut” “Just One Bite” Scene Study: Viewers engage 1.5 seconds into the spot, just as the camera focuses on the plate of donuts. Scene Study: Viewers engage 1.5 seconds into the spot, just as the camera zooms to the woman eating. Engagement Efficiency Engagement Efficiency Significantly above norm Significantly above norm 14

16. Combined Response to Events - “Donut” 48 50 47 47 43 46 45 39 38 44 43 35 33 25 17 17 16 11 11 30 28 3 2 0 25 0 -3 -4 -7 16 16 16 -12 -14 -14 -25 -38 1 -42 -50 -48 -49 2 1 I loved you sweetness you're just a jerk I think I need some space is just So I found a A zero calorie That comes from a leaf It's natural, guilt free It won't land on my hips Its name is Truvia it's better than flirting “Truvia™, honestly sweet” But you're not sweet Always in my face Loving you too much work new love true love Sweet surprise no artificiality or my thighs I had no idea or french fries Written tag Cognitive Response Positive Emotional Response Negative Emotional Response 15

17. BrandScape - “Donut” or french fries Truvia™~ honestly sweet Written tag It won't land on my hips I had no idea Logo/Tagline It's natural~ guilt free Claim it's better than flirting no artificiality Its name is Truvia™ or my thighs Sweet surprise true love COGNITION That comes from a leaf A zero calorie EMOTION 16

18. NeuroDiagnostic: Donut 17 “She is looking like she is upset or debating on something. The green leaf makes me feel that its natural and eco friendly.” “Sadness from the girl but brightness from the leaf.” “She looked unhappy, and the leaf can make her happy.” “Discouraged.”

19. NeuroDiagnostic: Donut 18 “Happiness and satisfying.” “Honestly sweet.” “Honesty and believable” “It tells me it’s honestly sweet. I love the smile on her face.” “Liked the packaging and the ads information and its upbeat, straight foreword of the ad.” “She's happy because it has zero calories and it still tastes like sugar.” “Very healthy and natural.” “Zero calorie sweetener for my tea-natural.”

20. Likeability & Purchase Consideration 19 Likeability Purchase Consideration Top 2 Box Top 2 Box 77% 73% 67% 67% Q. How much do you like this ad? Q. Based upon this ad, how likely are you to consider purchasing in the future? Significantly above norm At norm Below norm Above norm

21. 20 Brand Recall Q. What was the name of the sweetener being advertised?

22. The Final Spots 21 “Donut” “Just One Bite” “Share Dessert” “Bunny”

23. “Donut” Final 22

24. Learning / Action Taken Happy dance! Confirmed that we’re on track. Words are as powerful (if not more powerful) than the visuals – copy is queen! Tag line and brand elements work! Stay the course. Music/jingle (generally) is positive – track changes/uptick in brand awareness measures closely after launch. Donut: Learned that negative emotion (empathy) can work in our favor – as long as the pay off is there in the second half of the spot. Changed a couple of the product/sprinkle scenes (did this in all ads) – but kept the leaf scenes as a necessary transitional element. Just One Bite: Although coffee is not as engaging a visual as other products, kept it (for now) to provide continuity. 23

25. Thank You!Questions? 24 Candyce Wisner Consumer & Market Insights Leader – TruviaTM Cargill, Inc. Matt Valle VP Sales, Midwest EmSenseCorp. Jennifer Keller Research Director EmSenseCorp.