This document provides an overview and agenda for an innovation workshop between Sustainable Brands and Glacéau vitaminwater. The goals are to get into the mind of the consumer, practice sustainable brand innovation techniques, and generate ideas that can positively impact social and environmental issues. The agenda includes an innovation challenge, consumer empathy exercises looking at cultural trends, value mapping to identify key values for the brand and consumers, concept generation, and presentations of ideas. The workshop aims to identify how Glacéau vitaminwater can harness its brand to create positive change.

1. Project & Session Overview
Recommended Agenda
Ideation Exercises
Pre-Session Homework
Logistics and Next Steps
Appendix
7.28.2014
Innovating for Impact
Sustainable Brands Innovation Workshop
with Glacéau vitaminwater
•Get into the heart and mind of the consumer
•Practice sustainable brand innovation
techniques that deliver holistic value
•Generate ideas with Glacéau vitaminwater
that can make an impact
Goals for
Today:
• 2
3
Workshop
Overview
4
Workshop
Agenda
Welcome 5 mins
The Innovation Challenge 15 mins
Consumer Empathy 30 mins
Value Mapping 60 mins
- Break - 15 mins
Activation + Prep 45 mins
Share Out! 30 mins

2. Innovation
Challenge
5
How might Glacéau
vitaminwater harness
the power of its brand to
create positive social and
environmental change?
6

3. The Brief
10
11
cool, tasty, ‘good for me’ hydration
+"
a range of beverages packed with nutrients, great taste,
added to (the best) water, offering all natural flavors,
(24/7) 'good for me' benefits
colorful, iconic,
original from new york…
& now in london, paris,
tokyo, shanghai, sydney…
talks & acts like a best mate,
tongue in cheek humor,
pop culture savvy.
12
a multifunctional range of variants designed to
hydrate you throughout the day
… when you’re
juggling many
balls
i-focus
b’s+%caffeine%
… when you
wanna feel
exxxelent
… when you are
dragging because"
of the night before
…when you need
to pay attention
… when you’re
going to hit the
gym
… first thing in the
morning
… when you need
a kick start
…when your
immune system
need a little leg-up
defense
b’s+zinc%
revive
b’s%+%potassium%
xxx
triple%berries%
power-c
c%+%iron%
multi-v
b%to%zinc%
spark
b’s%+%caffeine%
essential
c+calcium%

4. 13
Category
Purchase
Drivers
Drivers of consumption
• Hydrating, refreshing
• Taste
• Healthy
• Contains vitamins
Barriers of recruitment
• Benefits are not meaningful enough
• Too expensive
• Too high in sugar
The Consumer:
Cultural Creative Class
16#35&yo&37%&
of&popula0on&
50/50&
Male/female&
urban,&educated&&&
hyper&connected&
14
16-35 year olds
37% of the population
50/50
Male/Female
Urban, educated
& hyper connected
The
Context
The
Context

5. The
Context
Consumer Empathy
18
In Your Shoes
Core
Values
Experiences
Over Money
Open
Mindedness
Self
Expression
Make
A Mark
Personal
Growth
Curiosity
Cultural Creatives
19
Erika
The New Independent
• Age: 21
• HHI: $37,000
• Lives in Raleigh, NC
• Currently a Graphic designer at an Architecture Firm
• Loves: Cardio classes at her gym, a fun fashion find,
Whimseybox, discovering new food trucks, playing 2048
• Hates: Match.com, narrow-minded people, no time to work
on creative side-projects
• Favorite Brands: Zara, Starbucks, Zappos, American
Apparel, ETSY, Zipcar
• Media she consumes: Instagram, Pinterest, Facebook,
GOOD, HBOgo.com (from her boyfriend’s account)
20

6. Meet Olivia
The Savvy Mom
• Age 32
• HHI: $75,000
• Lives in Philadelphia, PA
• Married with one child
• Currently an Urban Planning Consultant
• Bachelor’s Degree in Civil Engineering
• Loves: Watching her daughter’s dance recitals, when her
husband makes dinner, nights out with her girlfriends
• Hates: When her daughter is sick, the alarm clock
• Favorite Brands: Target, Benefit Cosmetics, Chobani, Honda
• Media she consumes: Pinterest (especially Crate & Barrel
and DIY home decor boards), Epicurious, People.com
21
Nathan
Lifepreneur
• Age 27
• HHI: $63,000
• Lives in Chicago, IL
• MBA from University of Michigan
• Works with his buddies on a health tech startup
• Currently working at 1871, a tech shared space in Chicago
• Has a long distance girlfriend who lives in Connecticut
• Loves: Running, Cubs games, indie music, coding
• Hates: Inefficient design, long lines, traffic, slow internet
• Favorite Brands: Apple, IKEA, Nike, Sony, Google,
Kickstarter, Chipotle
• Media he consumes: FastCo, Entrepreneurship, Lifehack,
Twitter, Upworthy, The Economist
22
What is the best part of his or her day?
What is the worst part of his or her day?
How would your persona’s friends and
family describe him or her?
What does your persona think about
Glacéau vitaminwater today?
What do we want your persona to think
about Glacéau vitaminwater in the
future?
In Your
Shoes
• 23
Mapping
24
The Triple Value Proposition
TM

7. 25
Tribal
How does this brand connect
me to a community that shares
my values, hopes and
aspirations?
Societal
How does this brand help me
make a difference in the world?
Practical
How does this brand improve
my life?
Triple Value Proposition
TM
Triple Value Proposition: Practical Value
Which practical value driver is most unique to Glacéau vitaminwater
and most important to your persona? Select one
How does Glacéau vitaminwater improve my life?
Price & Good Value
It’s worth it because...
Key Practical Value Driver
Quality & Performance
Like nothing else, it helps me...
Convenience & Ease
It makes my life easier by...
Pleasure & Experience
I love it because...
Persona:
How does Glacéau vitaminwater help me to make a difference in the world?
VIsion of the World
I see a world where...
Issues that Matter
I want to change things like...
Actions to Make a Difference
I can make a difference with Glacéau
vitaminwater by...
Leaving a Legacy
One day, I want to look back and say
I helped...
Triple Value Proposition: Societal Value
Persona:
Which societal value driver is most authentic to the Glacéau vitaminwater
brand and most relevant to your persona? Select one
Key Societal Value Driver
Defining values
At the end of the day what matters in
life is...
Traditions & Rituals
On a Saturday, you’ll find me...
Social Networks
You’d know I’m a fan of Glacéau
vitaminwater because...
Symbols & Lexicon
My motto for Glacéau vitaminwater
would be...
How does Glacéau vitaminwater connect me to people like me?
Triple Value Proposition: Tribal Value
Persona:
Which tribal value driver is most important to your persona? Select one
Key Tribal Value Driver

8. Triple Value Proposition:
Method Home
Practical Societal Tribal
Defining Values
Humanifesto for
environment + design
Social Networks
People Against Dirty
Traditions + Rituals
Clean Happy video series
Symbols + Lexicon
Bottle as badge
Vision of the world I want
Making products safe for
every surface, especially Earth’s
Issues that Matter
Toxics
Ocean Plastic
No animal testing
Actions to Make a Difference
37 Cradle-to-Cradle products
100% post-consumer
recycled bottles
Peta’s Company of the Year
Price/Value
Priced for Target
8x ultra-concentrated
Quality/Performance
High-performing
plant-based ingredients
Convenience/Ease
Easy spray pump
laundry detergent
Pleasure/Experience
High design
Bold color palette
Signature fragrances
Triple Value Proposition:
Method Home
Short Break!
31
15 Minutes
Activation
32
Concept Generation

9. Persona:
.
Concept Generation
We are the people
Value Drivers:
(practical) (societal) (tribal)
We’re on a mission to
Our movement is called
Concept Generation
NEW BELGIUM EKOCYCLE

10. Share Out!
37 38
Takeaways
Ahas, Insights, Next Steps
Raphael Bemporad
Tel: 212.473.4902 ext. 205
Email: rbemporad@bbmg.com
Rachel Lichte
Tel: 212.473.4902 ext. 219
Email: rlichte@bbmg.com
Joseph Ingram
Tel: 212.473.4902 ext. 204
Email: jingram@bbmg.com
Thanks!