®
Method Models
         SM
TABLE OF CONTENTS
                                                          SECTION


DOS EQUIS
“THE LOST ART OF CINCO”   ...
BRAND: HEINEKEN USA’S DOS EQUIS
NATIONWIDE PROGRAM: “THE LOST ART OF CINCO”




PROGRAM OVERVIEW

The Dos XX ‘Lost Art of ...
METHOD OVERVIEW

Method Models partnered with Mirrorball
to provide unparalleled promotional model
talent, comprehensive d...
“YOU GUYS DID A
GREAT JOB
OF LOCATING THE TALENT
ON THE LOST ART OF CINCO
PROGRAM. THEY ARE BY FAR THE
MOST SELF-MOTIVATED...
“THE TEAM
METHOD MODELS
PUT TOGETHER WAS
COOPERATIVE,
PROFESSIONAL,
AND A PLEASURE
TO WORK WITH.
METHOD MODELS
MAKES YOU N...
“THE LOST ART OF
CINCO PROMOTION
WAS BY FAR THE MOST

AMAZING
PROMOTION THAT I HAVE
WORKED IN MY FIVE YEARS
OF PROMOTIONAL...
“THE BAR PATRONS WERE
VERY RESPONSIVE
TO OUR TEAM AND MANY
CLAPPED THEIR HANDS
AND DANCED ALONG
DURING OUR PERFORMANCES.

...
®
Method Models
The True Beauty Is In The Process.SM
BRAND: T-MOBILE
NATIONWIDE PROGRAM: “FLIP YOUR PHONE” LAUNCH OF BLACKBERRY 8900 / 8520




PROGRAM OVERVIEW

T-Mobile init...
METHOD OVERVIEW

Method Models partnered with Mr. Youth to
provide promotional model talent, training, and
management for ...
“YOUR CASTING
WAS PERFECT,
AND TALENT MANAGEMENT
AROUND THE COUNTRY WAS
EXTREMELY VALUABLE.
WE HAVE A TREMENDOUS
AMOUNT OF...
“IN ALL MY
INTERACTIONS WITH
METHOD MODELS,
WE HAVE ALWAYS WORKED
TOGETHER TO SOLVE
THE NEEDS OF MY CLIENTS.
METHOD UNDERS...
The True Beauty Is In The Process.™
BRAND: HEINEKEN USA’S DOS EQUIS
NATIONWIDE PROGRAM: “THE MOST INTERESTING SHOW IN THE WORLD” TOUR




PROGRAM OVERVIEW

He...
METHOD OVERVIEW

Method Models partnered with Mirrorball to
provide promotional model talent, in-depth
brand training, and...
“TEAM METHOD:
I TRULY CAN’T EXPRESS
ENOUGH WHAT A
FANTASTIC JOB
YOUR ACCOUNT TEAM DID.
YOU STAFFED A CAST
OF WELL PREPARED...
“METHOD MODELS HAS
PARTNERED WITH
MIRRORBALL AND DELIVERED
PERFECT EXECUTION
IN PROMOTIONAL
MODEL MANAGEMENT.
METHOD’S APP...
The True Beauty Is In The Process.™
BRAND: BEAM GLOBAL’S HORNITOS TEQUILA
NATIONWIDE PROGRAM: “MISCHIEVE IN THE GARDEN OF AGAVE”




PROGRAM OVERVIEW

Mischie...
METHOD OVERVIEW

Method Models partnered with Mirrorball to
bring the Mischieve experience to life. Our cast-
ing team suc...
“THANKS
SO MUCH
FOR ALL OF YOUR
HARD WORK
ON THIS PROGRAM.
THE MISCHIEVE GIRLS WERE

VERY WELL
TRAINED, AND THE
BRAND LOVE...
The True Beauty Is In The Process.™
BRAND: UNILEVER (AXE BODY SPRAY)
NATIONWIDE PROGRAM: “AXE DARK TEMPTATION” FEATURING AXE ANGELS AND
CHOCOLATE MAN




PROG...
METHOD OVERVIEW

Our team’s responsibilities were to provide and
train promotional talent for the entire program,
includin...
The True Beauty Is In The Process.™
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MR YOUTH
       SM
MR YOUTH
       SM
MR YOUTH
       SM
MR YOUTH
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MR YOUTH
       SM
CLIQ TOUR
 NIGHTLIFE CAMPAIGN
                                                            STOLI MOSKOVA AFFAIR TOUR




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Method Models: Nationwide Programs

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Method Models activates industry leading experiential programs for market leaders! Our case study presentation is a snapshot of Method\'s recent work

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Method Models: Nationwide Programs

  1. 1. ® Method Models SM
  2. 2. TABLE OF CONTENTS SECTION DOS EQUIS “THE LOST ART OF CINCO” 1 T-MOBILE “FLIP YOUR PHONE” LAUNCH OF BLACKBERRY 8900 / 8520 2 DOS EQUIS “THE MOST INTERESTING SHOW IN THE WORLD” TOUR 3 HORNITOS TEQUILA “MISCHIEVE IN THE GARDEN OF AGAVE” TOUR 4 AXE BODY SPRAY “AXE DARK TEMPTATION” FEATURING AXE ANGELS AND CHOCOLATE MAN 5 ANN TAYLOR “FASHION WEEK: THE NEW ANN” 6 SUCCESSFUL 2009 AND 2010 PROGRAMS 7
  3. 3. BRAND: HEINEKEN USA’S DOS EQUIS NATIONWIDE PROGRAM: “THE LOST ART OF CINCO” PROGRAM OVERVIEW The Dos XX ‘Lost Art of Cinco’ activation danced its way into top markets across the country including: Atlanta, Albuquerque, Austin, Baltimore, Chicago, Dallas, Denver, Houston, Los Angeles, Miami, Orlando, Phoenix, San Antonio, San Diego, San Francisco, Tampa, and Tucson. The Aztec Goddess of Cinco and her Aztec tribe of dancers visited key Dos Equis accounts nationwide. The tribes created a spectacle of sight and sounds of drumming, dancing, and mystical chanting as they wowed spectators, Heineken brand management and bar patrons. Muscular male Aztec servants carried the gorgeous Goddess of Cinco into venues on a sedan chair in true royal fashion. Minutes later the Princess and her royal entourage performed a ceremonial dance created and choreographed specifically for Dos XX Lost Art of Cinco. Crowds cheered, joined the dance, and went wild for the tribe. After the performance, the tribe engaged patrons and posed for photos while chatting about the best of Dos XX beer.
  4. 4. METHOD OVERVIEW Method Models partnered with Mirrorball to provide unparalleled promotional model talent, comprehensive dance training, and daily management for activations nationwide. Method dedicated a senior account team to guarantee a flawless staffing, training, and execution of program deliverables. Throughout the campaign, patrons including tastemakers and trendsetters experienced gorgeous models promoting the tradition of Dos XX while celebrating Cinco De Mayo with an electrifying and mesmerizing dance. Models dedication and commitment to learn the choreographed performance not only impressed both Local Market Managers and Brand Clients but thousands of local bar and restaurant customers across the country. Local Market Manger feedback boasted that the talent was the best they had worked with in years – possibly ever! These talented models transitioned from performer to promoter as they worked the crowd, stressing memorable Dos XX talking points, while capturing the experience with pictures. Models capitalized on the excitement and engaged consumers while taking pictures and talking about Dos XX and the Lost Art of Cinco for three weeks leading up to the brand significant date of Cinco de Mayo! 17 key Markets, 100+ spectacular models, and thousands of perfectly executed hours = another successful METHOD MODELS activation!
  5. 5. “YOU GUYS DID A GREAT JOB OF LOCATING THE TALENT ON THE LOST ART OF CINCO PROGRAM. THEY ARE BY FAR THE MOST SELF-MOTIVATED, TALENTED & FOCUSED TEAM OF MODELS THAT I’VE WORKED WITHIN MY 3+ YEARS OF DOING PROMOS WITH MIRRORBALL & DOS XX!” -STEVE BALSER, MARKET MANAGER SAN ANTONIO, TX
  6. 6. “THE TEAM METHOD MODELS PUT TOGETHER WAS COOPERATIVE, PROFESSIONAL, AND A PLEASURE TO WORK WITH. METHOD MODELS MAKES YOU NOTICE THEIR ATTENTION TO DETAIL WITH THEIR CLIENTS BY ALWAYS BEING AVAILABLE AND ATTENTIVE.” -MARK BAKER, MARKET MANAGER ORLANDO, FL
  7. 7. “THE LOST ART OF CINCO PROMOTION WAS BY FAR THE MOST AMAZING PROMOTION THAT I HAVE WORKED IN MY FIVE YEARS OF PROMOTIONAL MODELING. THE VENUES AND AT M O S P H E R E WERE BEYOND MY WILDEST DREAMS.” -JENNIFER VIDALES, METHOD MODEL DALLAS, TX
  8. 8. “THE BAR PATRONS WERE VERY RESPONSIVE TO OUR TEAM AND MANY CLAPPED THEIR HANDS AND DANCED ALONG DURING OUR PERFORMANCES. OUR CINCO TEAM BECAME CLOSE, LIKE A FAMILY, WHICH HELPED THE PATRONS FURTHER BELIEVE OUR TRIBAL FAMILY STORY.” -KIM COPE, METHOD MODEL DENVER, CO
  9. 9. ® Method Models
  10. 10. The True Beauty Is In The Process.SM
  11. 11. BRAND: T-MOBILE NATIONWIDE PROGRAM: “FLIP YOUR PHONE” LAUNCH OF BLACKBERRY 8900 / 8520 PROGRAM OVERVIEW T-Mobile initiated a nationwide campaign to aggressively promote the launch and amaz- ing new features of the Blackberry 8900 / 8520 Curve. The creative campaign, “Flip Your Phone”, was concepted by New York City based experiential marketing agency, Mr. Youth. Method Models’ brand ambassadors took to the campus streets like true brand fanatics, gener- ating excitement and attention every step of the way. The 6-week campaign (5 activation days per week) covered 82 college campuses; engag- ing thousands of the brand’s intended target demographic, 18-24 year olds. The crux of the campaign was geared toward incentivizing col- lege students to ‘Flip’ their current phone and purchase the new Blackberry device. Students were engaged to be photographed performing whacky tricks with the brand theme, which was captured and featured on Facebook Fan pages for the campaign. The campaign was a major success for T-Mobile, and the brand am- bassadors were focal points of the program.
  12. 12. METHOD OVERVIEW Method Models partnered with Mr. Youth to provide promotional model talent, training, and management for the entire nationwide program. Our account team was responsible for day-to-day management of all brand ambassadors, serving as the direct contact for the staff in each of the 10 markets. Method directed the routing and messaging for each team, adhering to the guide- lines provided by Mr. Youth. Our team was di- rectly responsible for ensuring that each market achieved its predetermined goals, and reporting the status of each market to Mr. Youth and T- Mobile on a daily conference call. Method brand ambassadors were responsible for event set-up, consumer engagement, daily photo goals, Face- book Fan page management, and premium dis- tribution. Method models were instrumental in the success of this campaign! Our account team prepared and presented a program recap to the Mr. Youth team, which included analysis and evaluation of each market’s talent performance, metrics achieved, and images of the events.
  13. 13. “YOUR CASTING WAS PERFECT, AND TALENT MANAGEMENT AROUND THE COUNTRY WAS EXTREMELY VALUABLE. WE HAVE A TREMENDOUS AMOUNT OF TRUST IN YOUR TEAM, AND ALWAYS KNOW THAT OUR PROGRAMS ARE IN GOOD HANDS. YOUR ACCOUNT EXECUTIVES ARE ON TOP OF EVERY DETAIL, AND HAVE SOLUTIONS FOR THINGS THAT INEVITABLY HAPPEN IN ANY PROGRAM.” -JOE FAIRLESS, ACCOUNT SUPERVISOR MR. YOUTH
  14. 14. “IN ALL MY INTERACTIONS WITH METHOD MODELS, WE HAVE ALWAYS WORKED TOGETHER TO SOLVE THE NEEDS OF MY CLIENTS. METHOD UNDERSTANDS THE MARKETPLACE AND HAS THE REACH AND DESIRE TO DELIVER FOR ITS CLIENTS IN ANY CIRCUMSTANCE.” -VINCENZO SAULLE, VICE PRESIDENT MR. YOUTH
  15. 15. The True Beauty Is In The Process.™
  16. 16. BRAND: HEINEKEN USA’S DOS EQUIS NATIONWIDE PROGRAM: “THE MOST INTERESTING SHOW IN THE WORLD” TOUR PROGRAM OVERVIEW He is the “Most Interesting Man in the World,” the 60-something Connery-meets-Castro- meets-Hemingway character created to sell Heineken’s Dos Equis brand. The super suc- cessful advertising campaign was matched for the 2nd annual collaboration between Heinek- en USA and New York City based experien- tial marketing agency, Mirrorball. The “Most Interesting Show in the World” was an 8-week, 16 city nationwide tour, traveling to hotspots including San Francisco, Los Angeles, San Di- ego, Scottsdale, Denver, Houston, San Antonio, Dallas, Austin, Chicago, Atlanta, Charlotte, Baltimore, Tampa Bay, Ft. Lauderdale and New York. The show, headlined and anchored by Fishbone front man Angelo Moore, featured such acts as fire jugglers, beatboxers, French burlesque singers, Japanese robotic dancers, daredevils, a human Slinky, and much more. Lines of thousands formed outside of venues to catch a glimpse of the show and enjoy Dos Equis with friends.
  17. 17. METHOD OVERVIEW Method Models partnered with Mirrorball to provide promotional model talent, in-depth brand training, and management for the entire nationwide tour. Dressed in sexy black tuxedo style outfits and hats, the model casting called for only the most attractive, mysterious, and confident ambassadors - after all, they were an extension of the man shrouded in mystery. Ex- perienced and brand trained Method models were well versed in utilizing the attractions as conversation starters, serving as a catalyst for connecting the brand and its qualities to the thousands of attendees. Each unique act was another opportunity to ride the wave of en- thusiasm and place the Dos Equis brand per- manently in the hearts and minds of consum- ers. The Method Models account team trained and supervised 125 brand ambassadors across the country in order to effectively activate the 2009 Dos XX MISW tour. Attendance and per- formance was perfect, contributing to the pro- gram’s overall success and, undoubtedly, the impressive 18% sales increase in Dos Equis at a time when import beers averaged an 11% decline.
  18. 18. “TEAM METHOD: I TRULY CAN’T EXPRESS ENOUGH WHAT A FANTASTIC JOB YOUR ACCOUNT TEAM DID. YOU STAFFED A CAST OF WELL PREPARED, SUPERSTARS IN EVERY CITY. IT WAS A HUGE WEIGHT OFF OF MY SHOULDERS, AND FOR THAT…. I CAN’T THANK YOU ENOUGH! AS ALWAYS, JOB WELL DONE!!!” -DOONER SMITH, LEAD CAMPAIGN PRODUCER MIRRORBALL
  19. 19. “METHOD MODELS HAS PARTNERED WITH MIRRORBALL AND DELIVERED PERFECT EXECUTION IN PROMOTIONAL MODEL MANAGEMENT. METHOD’S APPROACH HAS SUBSTANTIALLY ELEVATED THE PERFORMANCE OF OUR MARKETING MESSAGE, AND EXCEEDED THE EXPECTATIONS OF OUR CLIENTS AND THE MIRRORBALL TEAM.” -MELISSA LANDER, GROUP ACCOUNT DIRECTOR MIRRORBALL
  20. 20. The True Beauty Is In The Process.™
  21. 21. BRAND: BEAM GLOBAL’S HORNITOS TEQUILA NATIONWIDE PROGRAM: “MISCHIEVE IN THE GARDEN OF AGAVE” PROGRAM OVERVIEW Mischieve In the Garden of Agave was the evolu- tion of the successful 2008 Midnight In the Gar- den of Agave platform. The events continued to feature unique Hornitos cocktails, local trend- setters/influencers and a bit of mischief, and of course, memorable amusement. Mischievers were greeted and engaged by Method Mod- els’ sexy Mischieve Girls, who suggestively encouraged them to explore their mischievous side. Elements were provided to help guests act mischievous, enabling possibilities to cre- ate and share stories throughout the night. The Mischieve Experience included burlesque and body-painted go-go dancers that seductively wowed the crowds, a photo booth to capture crazy moments, special musical performances and celebrity appearances. The lucky cities that got mischievous included New York, Chicago, Las Vegas, Los Angeles, Miami, San Francisco, Dallas, Austin, San Diego, and Phoenix.
  22. 22. METHOD OVERVIEW Method Models partnered with Mirrorball to bring the Mischieve experience to life. Our cast- ing team successfully provided promotional talent, in-depth training and management of the Mischieve Girls, who were bursting with playful, smart personalities - exuding social and provocative attitudes. Mischieve Girls were responsible for representing Hornitos in a welcoming and rousing manner. Getting con- sumers in the mood was just half the battle, as the ultimate goal included introducing them to Hornitos custom cocktails and seeing that they experience each and every event attrac- tion. The Method Models account team trained and supervised 80 brand ambassadors across the country to effectively activate the 2009 Hor- nitos “Mischieve in the Garden of Agave” tour. Method Models worked closely with Mirror- ball’s account and production teams, ensuring brand consistency and standards were met at all events. Acknowledging Hornitos’ need for sexy and mysterious, Method Models provided fashion makeup artists to bring to life the dark, mysterious theme. As a valued partner, Method management attended the larger events to add additional hands on support – as Beam Global reps were attending many of these high-profile activations.
  23. 23. “THANKS SO MUCH FOR ALL OF YOUR HARD WORK ON THIS PROGRAM. THE MISCHIEVE GIRLS WERE VERY WELL TRAINED, AND THE BRAND LOVED THEIR PERSONALITIES. YOU AND YOUR TEAM ROCKED IT!” -EMI STEWART, LEAD HORNITOS PRODUCER MIRRORBALL
  24. 24. The True Beauty Is In The Process.™
  25. 25. BRAND: UNILEVER (AXE BODY SPRAY) NATIONWIDE PROGRAM: “AXE DARK TEMPTATION” FEATURING AXE ANGELS AND CHOCOLATE MAN PROGRAM OVERVIEW Axe launched a nationwide program to pro- mote Dark Temptation, a new variant within Unilever’s very popular body spray category. The campaign featured a substantial sampling push to create brand awareness, and featured its themed character, the Chocolate Man, and beautiful Axe Angels. The 6-week, 13-city pro- gram was full of personality, flirtation and excitement, attracting the male demographic ages 18-25. The sampling program, activated at concert venues, amusement parks and music festivals, centered on the Axe Angels, and the appeal for young men to engage with the sexy, fun and playful ambassadors. The Axe brand had very strong identity with the demograph- ic, and the new variant was hugely successful and very well received. The Axe Angels were extremely knowledgeable about the brand, and the DT variant, creating engaging conversa- tions about the product. The Dark Temptation campaign was activated in Hartford, CT, Chica- go, Jackson, MS, Los Angeles, Atlanta, Dallas, San Antonio, Washington DC, San Francisco, Louisville, St. Louis, New York and New Or- leans.
  26. 26. METHOD OVERVIEW Our team’s responsibilities were to provide and train promotional talent for the entire program, including both the Axe Angels and the Chocolate Man character. Once event activations began, our casting and account teams provided logistical and overall program support for all 120 brand ambassadors. Through close communication and management, the internal Method team was able to ensure that each market successfully achieved its defined goals. Axe Angels acted profession- ally at all times, and prominently positioned the brand amongst the target demographic of 18-25 year old males. Given Method’s proprietary train- ing techniques, brand ambassadors were able to effectively deliver the intended messages despite the competing messages at a number of the event locations. The Axe Angels’ and Chocolate Man’s success can be attributed to our full understand- ing of program initiatives. Our senior partner team also contributed to the overall success of the activation by assisting in the onsite management in several key markets.
  27. 27. The True Beauty Is In The Process.™
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  29. 29. HXV&% HV% V&"VMVY% % "XV% "@Y(9% 3X@HA% W% >VZ"% ZW[V% (ZZ% V9V3% HVMV% @&% 3G% % HV% HVMV% YMV33VY% "@% ]VM>V:"W@&% W&% "XV% (&&% "(9Z@M% YMV33A% 3:(M>% (&Y% ^VHVZM9G%% W% H(3% 3X@:[VY% ("% % "XV% (""V&"W@&% HV% HVMV% _V""W&_% >M@P% &VH% 9@M[VM3% (&Y% % (""V&YVV3% @>% "XV% % "@Y(9% 3X@H ` VaV&% (Z% (&Y% P(""% HVMV% % :@P]ZWPV&"W&_%3G !!"#$%#&'#(#)*(#$+ !$$&,#-.+/&0+%1.
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  31. 31. !"#$%&$'%())%'*1%-)%*%P;11;-)6 "#$% &$'%())A% 8#.-7?#% *% 8$*/% -C% B.*)2% /-2$,1A% '*1% 2$8$./;)$2%8-%/*0$%#$.%4.$1$)5$%0)-')%)$*.%8#$%>,*?J 1#;4%P*2;1-)%(D$)7$%18-.$G%%(1%8#$%8$*/%$/B*.0$2%-)% *)% IJ#-7.% ;)8.-2758;-)A% 8#$% /-2$,1% 2;14$.1$2% *.-7)2% *% dFJB,-50% .*2;71% -C% 8#$% ())% "*+,-.% 18-.$A% *8% '#;5#% 4-;)8% 8#$;.% 4$.1-)*,;8;$1% 8--0% -D$.G% % "#$% B.*)2% /-2J $,1% $)?*?$2% 8#$% 8*.?$8% 2$/-?.*4#;5% ;)% 5-)D$.1*8;-)1% 17..-7)2;)?% 8#$% 2$1;?)$.<1% )$'% ,--0% *)2% $T4$.;$)5$A% '#;,$% 2;11$/;)*8;)?% B.*)2$2% /*.0$8;)?% *)2% >*1#;-)% &;?#8% @78% 4*.8+% ;)D;8*8;-)1A% *,,% 2.;D;)?% 8.$/$)2-71% %*/017$ %)$ %&'$ '>'"!"#?2$ '>'"%$ /%$ %&'$ 9""$ :/8+)*$ 2%)*'@$ $ "#$% .$14-)1$% '*1% */*e;)?A% *)2% &$'% 9-.0% :;8+% '*1% .$/;)2$2%8#*8%>*1#;-)%5#-;5$1%1#-7,2)<8%B$%#*.2G%"#$% &$'%())%'*1%,;D;)?%;)%8#$%/-/$)8A%8*0;)?%.;101%*)2% 1#-';)?% -CCA% *)2% 4$-4,$% 8--0% )-8;5$% -C% #$.% 187));)?% /*0$-D$.G%%
  32. 32. MR YOUTH SM
  33. 33. MR YOUTH SM
  34. 34. MR YOUTH SM
  35. 35. MR YOUTH SM
  36. 36. MR YOUTH SM
  37. 37. CLIQ TOUR NIGHTLIFE CAMPAIGN STOLI MOSKOVA AFFAIR TOUR CONSUMER EXPERIENCE NFL EVENTS NATIONWIDE GRASS ROOTS CAMPAIGN FRESH FACES TOUR SUPER BOWL EVENTS CONSUMER EXPERIENCE SRX LAUNCH MARATHON EVENTS BRAND AWARENESS TOUR RE-BRANDING LAUNCH FOR ‘THE NEW ANN’ INFLUENCER EVENTS CONCEPT LAUNCH DISTRIBUTORS EXPERIENCE PERRIER 2009 NIGHTLIFE PROGRAM TASTING ROOM

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