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Morton Ice Melt Review
WALLACE HARDWARE
2016/17 Season Planning
Date: April 6, 2016
Sales Contact: Patrick Olszewski
Presented to: Wallace Sales Team

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Agenda
 Morton is Driving the Ice Melt Category
- Morton ice melt facility footprint
- The Morton brand that consumers know and trust
 Morton Leads in Consumer Understanding
- Investment in consumer education
- Morton’s premier packaging
- Consumer needs
 2016-2017 Season Recommendations

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Morton Facilities Have The Snowbelt Covered
MAP KEY
Morton is optimizing its network of co-packers and suppliers to build the right
partnerships to provide quality and reliable service to customers
Plant or Packaging Facility
Warehouse
MAP KEY

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A&P Investments For The 2016-2017 Season
Investment Comments
30 Second Educational Videos
and Infographics
Creates an emotional connection with consumers through engaging
content that educates and drives early season preparation
“Neighbors” :90 Animated Short
An engaging :90 animated short featuring the story of two best friends.
The media plan is estimated to deliver 7MM++ views
New Website Design
Creates a home for the digital media content. The user-friendly website
provides product information, as well as an updated where to buy feature
Designing Spaces
Two episodes about “preparing for winter” and “choosing the right ice
melt for you” aired on Lifetime channel. Estimated reach of 784MM HHs
Ice Melt Displays Morton displays drive sales both in season and before the first storm

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Morton® Ice Melt: Driving Consumer Education
and Behavior in a New Way
BE SMARTER THAN WINTER
:30 educational animations
Who says educational videos have to
be dry and boring? These
animated chapters star a lovable
penguin family and a menacing
yeti. In each scenario, they
encounter an ice and snow
situation and demonstrate how to
best prepare for winter. These are
more informational and product
forward, yet still entertaining.
Three chapters educate consumers
on the product line in general, and
an additional three chapters
highlight the benefits of each
individual product.
Media Plan:
• Generated over 4MM video views
• Included digital content advertising
• Geographically targeted and tied
to product benefits
• Led consumers to purchase online
or to MortonSalt.com to learn
Planning vs. Panicking Choosing The Right
Ice Melt
How To Apply
Safe-T-PetAction Melt Safe-T-Power

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Large Category Callout And Color
Coding For Quick Identification
Using Packaging To Guide User Decisions
Clear Product Benefit Detail
Clear and Simple
Temperature Coding
Trusted Brand Name
Morton’s premiere packaging educates users through simple communication -
empowering them select product that best meets their needs

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Professional Grade
Calcium Chloride
• 100% Calcium Chloride
• Generates heat to melt fast
• Melts faster and longer than
plain rock salt in extreme
temps
• Melts down to -25°F
Professional Grade
Pro Speed & Pro Speed Blue
• High Performance Blend of rock salt and calcium chloride
• Generates heat to melt fast
• Melts faster and longer than plain rock salt in extreme
temperatures
• Available in blue for application visibility
• Melts down to -15°F
Fast Acting
Professional Grade
Safe-T-Salt
• 100% Rock Salt
• Economical Solution
• Melts down to 5°F
Morton Knows What Snow Professionals Need
Low Temperatures Basic
Temperatures

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2016 – 2017 Season Recommendations
 Stock up early and take advantage of summer and early buy
programs to capture demand from customers who plan to stock up
on ice melt before the season begins
 Encourage consumers to trade up to premium blended ice melt
products
 Carry the optimal mix of Morton bag products to meet the unique
needs of your customer

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Morton Is Your Partner For Stronger Ice Melt Sales
Our Winning Combination Of Supply Management, Category
Understanding, Product Offerings And Sales Support Are What You Need
And What Will Drive Sales In 2016-2017!

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Morton Research Uncovered Key To Profit
Optimization For Snow Professionals
 There is a large variation in application guidelines and product claims that is driving
confusion in the ice melt category
 In an effort to provide our customers with the best information, Morton partnered with
Michigan Technological University to test different ice melt products in real world
conditions to understand:
1. How to select the optimal product type for different conditions
2. What application rate provides optimal melting performance
The study covered key variables in the melting of ice and snow:
Melter Type Application Amount Surface Temperature
• Rock Salt
• Calcium Chloride
• Magnesium Chloride
• Blend (10% CaCl2)
•
60lb/1,000 ft2
•
30lb/1,000 ft2
• 15lb/1,000 ft2
•
0°F and below
•
1°F – 10°F
•
11°F – 20°F
•
21°F and above

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Click icon to add table
Example Data Collection:
Calcium Chloride @ 3°F-10°F
Calcium Chloride at 60 minutes
60lb/1,000ft2
30lb/1,000ft2
15lb/1,000ft2

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Click icon to add table
Image Analysis with ImageJ Software *
* Rasband, W.S., ImageJ, U. S. National Institutes of Health, Bethesda, Maryland, USA, http://imagej.nih.gov/ij/,1997-2011
Test Area Image Test Area Image With Bare
Pavement Defined by ImageJ
Sample
output:
28-Jan-11
30 Minutes Picture # # Pixels - ROI # Pixels - Bare Pavement Area Fraction
A2 IMG_5874.JPG 8525862 393608 5%
Team used state-of-the-art image analysis to calculate surface
area after melting had occurred.

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Application Recommendation Summary
Surface Temp.
Range
Rock Salt
Blend Rock Salt &
10% CaCl2
Calcium Chloride
Magnesium
Chloride
< 0°F
Not
Recommended
Not
Recommended
>60
Not
Recommended
0°F - 10°F
Not
Recommended
60 60
Not
Recommended
11°F - 20°F > 70 50-60 30-60
Not
Recommended
>20°F 45-60 40-60 30-60 30-60
Application (lb/1,000ft2)
- Recommended Product
Findings were incorporated into a recommendation chart:

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Click icon to add table
Morton Is The Only Company to Sponsor 3rd Party
Field Melting Tests to Validate Product Claims

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15
WALLACE HARDWARE
Morton Water Softening Product Details

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Key Performance Indicators for Selecting the
Superior Brand of Water Softening Salt
16
KPI
System
Saver II
Diamond
Crystal
Comparison1
Patented Formula for
Effective Softener
Cleaning

System Saver II has the only patented water softening formula, designed to
effectively clean the softener during regeneration, thereby extending the life of the
softener and helping save the consumer money on maintenance and repairs.
Extends Softener Life2  System Saver II extends softener life2.
Preferred Brand with
Good Housekeeping
Seal of Approval

System Saver II is the most recognized and preferred brand in the category. Based
on Nielsen Scan and Salt Institute data, System Saver II is America’s #1 Brand.
System Saver II is the only water softening brand to receive the Good Housekeeping
Seal of Approval.
Endorsed by
Manufacturers
 System Saver II is endorsed by the leading softener manufacturers, Kenmore®,
WaterBoss®, Northstar®, Whirlpool® and Ecopure™.
Reduces Iron Build-up  System Saver II has a proprietary additive to fight iron build-up on resin beads,
thereby reducing iron build-up in pipes and appliances.
Reduces Softener Maintenance  Morton’s System Saver II pellets resist bridging and mushing in all softeners, which
means less clean up and brine tank maintenance.
Phosphate-Free  Morton’s System Saver II is free of phosphates which can be harmful to the
environment.
Convenient and Comfort Packaging  Morton’s comfort grip handle and easy open bag are consumer preferred and help
make the process less cumbersome.
Durable and Long Lasting
Handle
 Morton’s hard handle surpasses the Diamond Crystal patch handle in jolt testing,
going well over 25 jolts.
Third Party Tested  In 2011, Morton utilized a well-known third party laboratory to test and validate
superior product performance.
1. The comparison is made versus Cargill Diamond Crystal bag claims.
2. Based on external laboratory testing of continuous use of System Saver II versus plain salt over the life of the softener, using hard water with an average clear-water (ferrous) iron
content of 1.1 ppm. Individual results may vary.

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Advantages of System Saver II
Softener Resin Tank
After 10 years of Continuous Use*
Competitive
Product
System
Saver II
New Resin Plain
Salt
Extended
Use*
High Resolution Resin Photos
Resin from a softener using System Saver II
retains near original condition after 10 years of
continuous use*
Competitive
Product
System
Saver II
Plain
Salt
Top View Into Brine Tank
Using System Saver II, the brine tank remains
cleaner when compared to plain salt or
competitive product.
*Based on accelerated external laboratory testing simulating 10 years of
continuous use, using hard water with an average clear-water (ferrous)
iron content of 1.1 ppm. Individual results may vary.

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Value of System Saver II Over the
Cost of Other Water Softening Salts
System Saver II is a cost-effective way to help keep a water softener running longer. Results
from a third party research test show that a softener using Competitive Product A WSS pellets
will reach a certain loss of efficiency after 10 years, whereas a softener using System Saver II
will take 17 years to reach that same loss level.*
0
2
4
6
8
10
12
# of years of Softener Life*
70% Increase
with Morton
*Based on accelerated external laboratory testing simulating 10
years of continuous use of softener, using hard water with an
average clear-water (ferrous) iron content of 1.1 ppm. Individual
results may vary.
**Calculation Assumptions: (i) average household size of 4, using
150 gallons of water per day with a range of 10 to 30 grains of
hardness; (ii) purchase of 12 bags of water softening pellets per
year; and (iii) replacement cost of the softener is $450 .
Annual Cost of Softener
Using Product A
($450/10 yr replacement rate)
$45
Annual Cost of Softener
Using System Saver II
($450/17 yr replacement rate)
$27
Cost Difference/Year $18
Savings/Bag of
System Saver II
($18/12 bag s year)
$1.50
Total Saving on
Lifetime(10 years) of
Softener using System
Saver II Pellets
$180
Long Term
financial
benefits of
using SSII
far outweigh
retail price
premium
Cost Calculations**