The document outlines B.O.Y. Marketing Programs for Greenies brand products in 2007, including trade programs from May to December featuring in-market promotions, displays, and coupons. It also details the 2007 Greenies Consumer Program including print ads, sampling campaigns, launches in Canada and for Feline Greenies and Lifestage products. Finally, it discusses veterinarian programs to advance oral health education, guidelines, science, and the credibility of Greenies products.

1. 2007 B.O.Y. Marketing Programs
April 2007

2. Trade Program May - June 2007
• In-market – May/June 2007
• Canine Greenies®
- Pet Specialty -12 oz. Greenies® Treat-Paks™
(bonus creates a 15 oz. package)
- FDM – 9 oz. Greenies® Treat-Pak™
(bonus creates 12 oz.)
- In-store excitement with attention-grabbing displays
• Feline Greenies®
- Display program
- Ad Activity
• Greenies SmartBiscuit®
- Display program
- Ad Activity
• Pill Pockets®
- Display program
2007 Greenies® 25% More FREE Bonus Bag Promotion

3. Trade Program July - August 2007
• In-Market: July 2 – August 31
• In-ad coupons:
-$5.00 Off 30oz/27oz Canister and $2.00 Off
Greenies® SmartBiscuit® 16oz box for Pet
Specialty Retailers
- 9oz Package focus for FDM
• Display Incentive:
-Greeniestock™ T-shirts for Retail Associates
 with every 30oz Canister Display

4. Trade Program September - October 2007
2007 Feline Greenies® Re-Launch
• In-market: September 2007
• Available in 3 oz.
• New brand centric packaging
• New feature display
• Consumer Pull campaign driving trial and
awareness
• Product update
- Improved palatability
- New product design

5. Trade Program September - October 2007
2007 Greenies® Lifestage Launch
• In-market: October 2007
• Junior, Lite and Senior
• Line Pricing Strategy
• New brand centric packaging
• New feature display and
display incentive for retailers
• Consumer Pull campaign
driving trial and awareness

6. Trade Program November – December 2007
• In-market – October 2007
• Eye-catching display that include
all Life stages and SmartBiscuit®
• Mail-in rebates on all 30oz
Greenies® canisters
• In-ad coupons for SmartBiscuit®,
Feline Greenies®
• Thematic Feline Greenies® display
tower
2007 Seasons Greenies™ Promotion

7. GREENIES® Brand 2008
2007 Consumer Program

8. 2007 GREENIES® Consumer Program
Consumer Print Campaign
310 million impressions generating
325,000 samples from ads in:
- 6 Consumer Books
 Real Simple
 Oprah
 Cooking Light
 Traditional Home
 More
 Martha Stewart Living
- 5 Enthusiast Books
 The Bark
 Dog Fancy
 AKC Family dog
 AKC Gazette
 AKC e-Newsletter
- 7 Vet Books
- 2 Retail Books
“Bulldog” Creative until September 2007

9. 2007 GREENIES® Consumer Program
Virtual Sampling Campaign
• Performance Networks, Search
Marketing, Email Campaign
- 455 Million Impressions generating
325,000 samples
• FSI Plan
- 70 million Impressions to generate
284,000 samples
- 2 canine FSI’s with $1.00 coupon
• Refer-A-Friend Campaign
- Leverage Database of 700,000
consumers to get free samples to
their friends

10. 2007 GREENIES® Consumer Program
Consumer Plan Launches in Canada
• Print Plan Dog Enthusiast, Vet, Trade Pubs
• New website
• Intro FSI 3/31 Coupon; 3.6MM Circ
• Chews to Care PR campaign
-National Trainer Spokesperson
-Vet Rebate
-Veterinarian Direct Mail

11. 2007 GREENIES® Consumer Program
Feline Greenies® Re-Launch and Greenies® Lifestage
Launch
• Feline Greenies®
-Print Plan: 21 Magazines: Consumer, Enthusiast, Vet, & Trade
 139 millions impressions
-Virtual Sampling Campaign via search marketing and email
-Re-design website
-2MM Direct mailed Samples/Coupons to Cat Owners
-Intro FSI 9/30 with Coupon and 45MM Circ.
-Vet Direct Mail + Sponsor Cat Dental Health Education at 2 Vet Shows
• Greenies® Lifestage Introduction
-National FSI 10/21 with coupon
-Print Plan 11 Magazines
-Oct/Nov Full Coverage Both Brands

12. 2007 GREENIES® Consumer Program
Veterinarian Thought Leadership
Objective: Grow the Oral Health category
• Strategy: Advance Practice of Best Medicine in Oral Health
- Promote concept of “Oral Assessment, Treatment &Prevention (ATP)
 3-article series in leading magazines
 Published Webinar proceedings
 Creation of new Industry Council and new educational website
- Work with AAHA to publish stream-lined dental care guidelines
 Key Conference presentation, webinar and direct mail
- Sponsor Industry Roundtable: Beyond Dental: Advancing Pet Oral Health”
• Strategy: Advance Science of Oral Health and Treats
- Publish Biometrics technical report in Veterinary Medicine
• Strategy: Improve Credibility of Greenies Products
- National Print Plan in 8 magazines
- Promote 3 Greenies studies for publishing peer-reviewed journals – solubility, VOHC and
biometrics
- Feline Direct Mail with detailer and Brochure