Package Redesign Details — Confidentialphone 203 -990 -0000

Package Redesign Details - Confidentialphone: 203 -990 -0000 fax: 203 -990 -0001 www. rockinwater. com John@rockinwater. com January 2010

Contents Ø Background / Product Description Ø Consumer Insights Ø Packaging Brief Ø Images Confidential - Rockin’ Products, LLC – 2010 2

Background ROCKIN' WATER is more than just the latest launch of another water brand Amy Guerrieri, a Mother of 4 young children, was getting tired of all the unhealthy food and drink options. So, she decided to take action. She worked with a Registered Dietitian to develop a healthy, nutritious beverage created just for kids. The result is ROCKIN' WATER – a revolutionary new drink that kids will love and Moms can trust. It’s Made by Moms who love their kids! Ø Amy has two objectives for this company: – Make a difference in kid’s lives – Empower moms to make better nutritional choices We’re truly about a Mom on a Mission Confidential - Rockin’ Products, LLC – 2010 3

Background Introducing ROCKIN‘ WATER™ The first water with specific nutrients chosen especially for children Ø The right nutrition for kids – not an adult product in a smaller size – – Provides 10 essential vitamins and minerals that can be missing from a typical kid’s diet With 3. 5 grams of Soluble Fiber per bottle Added Antioxidant An ORAC 1 value of 250 Low glycemic factor Ø Nothing Artificial – – No artificial sweeteners No artificial colors No artificial flavorings No preservatives Ø Fabulous Flavors kids love – – Cherry Orange Grape Apple 1 Oxegen Radical Absorbance Capacity - the method for measuring the antioxidant capacity of foods ROCKIN' WATER is creating a completely new segment of kids drinks Confidential - Rockin’ Products, LLC – 2010 4

Background ROCKIN' WATER has Nutrients selected especially for kids 5 -13 years old Dietary Fiber ROCKIN' WATER Per 8 oz Serving* 2 g Vitamin C 25% Vitamin E 10% Vitamin B 12 25% Magnesium 10% Selenium 10% Molybdenum 10% Vitamin D 10% Vitamin B 6 25% Calcium 10% Zinc 10% *Each bottle contains 1. 5 servings VITAMIN B 12 helps maintain healthy nerve cells and red blood cells and is also used by the body help produce components of DNA. VITAMIN B 6 is essential for red blood cell metabolism. Also improves the function of the nervous and immune systems. Found mostly in whole grains and meat, some kids may not be getting enough of this vitamin. VITAMIN C is a water-soluble, antioxidant vitamin which is a protein that gives structure to bones, cartilage, muscle, and blood vessels. VITAMIN D works with calcium to keep bones strong. Our bodies make vitamin D when exposed to sunlight. But kids who don't spend enough time outside or don't drink milk, may not get enough. VITAMIN E is an antioxidant that protects cells from damaging free radicals that can lead to cancer and heart disease. Kids aren't getting enough of this important nutrient. CALCIUM helps the body grow strong bones and healthy teeth. Kids who are lactose intolerant or drink a lot of pop and juice instead of milk get very little calcium. CHROMIUM is known to enhance the action of insulin, a hormone critical to the metabolism and storage of carbohydrate, fat, and protein in the body. MAGNESIUM is an essential mineral for chemical reactions within the body, keeping the heart rhythm steady and the immune system and bones strong. SELENIUM is an antioxidant selenoprotein that helps protect cells from free radicals. Kids get very little of this specific antioxidant which comes mostly from plant based diets. ZINC is a mineral important for normal growth and development during childhood and for keeping the immune system strong. It’s right nutrition for today’s kids Confidential - Rockin’ Products, LLC – 2010 5

Background Each bottle contains 3. 5 grams of Dietary Fiber for several key health benefits Ø ROCKIN' WATER contains Fiborsol-2™ which maintains Dietary Fiber properties 1 when dissolved in water, even in a hot filled beverage 2 – Fiborsol-2 is manufactured by Matsutani America, a joint venture of ADM – Fiborsol-2 is labeled as digestion Resistant Maltodextrin as it is not absorbed in the stomach or small intestines, as much as 90% reaches the large intestine 3 – The ingredient has 15 years of nutritional feeding studies in animals and humans worldwide as described in a published review by Ohkuma & Wakabayashi 4 Ø At 3 grams per bottle, the fiber in ROCKIN' WATER helps provide several documented health benefits – Helps maintain healthy intestinal regularity 2 – Helps maintain healthy blood glucose levels and subsequent insulin response 2 – Helps improve carbohydrate metabolism and lower triglyceride levels in both healthy and Type II diabetes patients 3 – Helps increase probiotic levels in the large intestine 3, which can lead to improved immunity – Helps improve the absorption of Calcium, Magnesium & Zinc 3 (all included in ROCKIN' WATER) 1 As published by the American Association of Cereal Chemists and proposed by the National Academy of Sciences Nutritional Ingredients “Ingredient Integrity” - www. bndni. com/fibersol-2. html 3 Natural Products Insider – www. naturalproductsinsider. com/articles/1 b 1 braning 1. htm 4 Advanced Dietary Fiber Technology, 2001 2 B&D Confidential - Rockin’ Products, LLC – 2010 6

Background ROCKIN' WATER Nutrients are far superior to other kid beverage options Brand Size (oz) Calories / Serving Sugar Type Juice Content Vitamin Count Antioxidant ORAC Factor Fiber ROCKIN' WATER 12 55 Pure Cane Sugar 0% 10 250 3. 5 g Capri Sun Roarin Waters 6. 75 41 HFCS & Splenda 0% 1 0 0 Capri Sun Juice Drink 6. 75 83 Sugar 10% 1 0 0 Capri Sun 100% Juice 6. 75 107 None Added 100% 0 0 0 10 114 HFCS 0% 1 0 0 6. 75 47 Cane Sugar 10% 1 0 0 Bot Kids Water 12 40 0% 4 0 0 Y Bone Water 9 40 Crystalline Fructose Evap Cane Juice 0% 5 0 0 Wateroos 8 0 None Added 0% 0 0 0 Bug Juice Honest Kids ROCKIN' WATER is highly differentiated in a fragmented category Confidential - Rockin’ Products, LLC – 2010 7

Background Product Details Ingredients – Rockin’ Orange: Filtered Water, Pure Cane Sugar, Digestion Resistant Maltodexetrin, Calcium Lactate, Magnesium Lactate, Citric Acid, Natural Flavors, Fruit and Vegetable Juice for Color, Oxyphyte Ultra™ Blend (Decaffeinated White Tea Extract, Apple Extract, Rosemary Extract), DL-Alpha Tocophyeryl Acetate, Ascorbic Acid, Beta Carotene (For Color) Zinc Gluconate, Pyridoxine Hydrochloride, Sodium Selenite, Cholecalciferol, Molybdenum AAC, Chromeate®, Cyancobalamin. Ingredients – Rockin Grape: Filtered Water, Pure Cane Sugar, Digestion Resistant Maltodexetrin, Calcium Lactate, Magnesium Lactate, Fruit and Vegetable Juice for Color, Citric Acid, Natural Flavors, Oxyphyte Ultra™ Blend (Decaffeinated White Tea Extract, Apple Extract, Rosemary Extract), DL-Alpha Tocophyeryl Acetate, Ascorbic Acid, Zinc Gluconate, Pyridoxine Hydrochloride, Sodium Selenite, Cholecalciferol, Molybdenum AAC, Chromeate®, Cyancobalamin. Ingredients – Rockin Cherry: Serving Size: 8. 0 fl. Oz (240 ml) Servings Per Container: 1. 5 Nutrition Facts Amount Per Serving %DV Calories 55 Cal from Fat 0 Total Fat 0 g 0% Trans Fat 0 g 0% Sodium 0 mg 0% Potassium 0 mg 0% Total Carb. 14 g 5% Dietary Fiber 2 g 8% Sugar 12 g Protein 0 g 0% Confidential - Rockin’ Products, LLC – 2010 %DV Vitamin C 25% Vitamin D 10% Vitamin E 10% Vitamin B 6 25% Vitamin B 1225% Calcium 10% Magnesium 10% Zinc 10% Selenium 10% Chromium 10% Molybdenum 10% Not a significant source of saturated fat, cholesterol, fiber, vitamin A, vitamin C, calcium and iron *Percent Daily Values are based on a 2, 000 calorie diet. Filtered Water, Pure Cane Sugar, Digestion Resistant Maltodexetrin, Calcium Lactate, Magnesium Lactate, Citric Acid, Natural Flavors, Fruit and Vegetable Juice for Color, Oxyphyte Ultra™ Blend (Decaffeinated White Tea Extract, Apple Extract, Rosemary Extract), DL-Alpha Tocophyeryl Acetate, Ascorbic Acid, Zinc Gluconate, Pyridoxine Hydrochloride, Sodium Selenite, Cholecalciferol, Molybdenum AAC, Chromeate®, Cyancobalamin. Ingredients – Rockin’ Apple: Filtered Water, Pure Cane Sugar, Digestion Resistant Maltodexetrin, Calcium Lactate, Magnesium Lactate, Citric Acid, Fruit and Vegetable Juice for Color, Natural Flavors, Oxyphyte Ultra™ Blend (Decaffeinated White Tea Extract, Apple Extract, Rosemary Extract), DL-Alpha Tocophyeryl Acetate, Ascorbic Acid, Zinc Gluconate, Pyridoxine Hydrochloride, Sodium Selenite, Cholecalciferol, Molybdenum AAC, Chromeate®, Cyancobalamin. 8

Background ROCKIN’ WATER is committed to making a difference in Appalachia Ø Amy has established charity to help poverty-stricken families in Appalachia – The Rockin’ Appalachian Mom Project (R. A. M. P. ) is a 501(c)(3) charity dedicated to making a difference in Appalachia one family at a time. – This year, RAMP has donated over $300, 000 to Martin County, KY. – ROCKIN' WATER donates 2 cents for every bottle sold to R. A. M. P. – Go to www. rampamerica. com to learn more. Ø Amy’s work has received strong news coverage, include 2 stores on the NBC Nightly News and another store on the Today Show (see video here and here*) Ø Mom’s are motivated by charity efforts – 79% of consumers would be likely to switch from one brand to another if the other brand is associated with a good cause – 80% of consumers identify Economic Development as being a leading issue that companies should address – 49% believe companies should prioritize “The Quality of Life in local communities” Confidential - Rockin’ Products, LLC – 2010 *Link only works in presentation mode. 9

Consumer We have a motivated Most Valuable Consumer: Health-Conflicted Moms Most Valuable Consumer Target Health-Conflicted Moms Adjacent Consumers 1) Embrace the experience of childhood – very active in their kids lives. Busy Moms 1) Wishes she could spend more time with her kids, but is also very career focused. Wishes she was more like the Health. Conflicted Mom. 2) Always feels rushed and often buys convenience snacks & beverages to make her kids happy. 3) 30 -45 years old, multiple kids aged 5 -13 years old, college educated, works full-time. 2) Wants to provide healthy foods and beverages to her kids, BUT doesn’t want to take the fun out of childhood. 3) Likes to shop at stores like Whole Foods for some products, BUT mostly shops at traditional stores every week. 4) Has tried many Natural Products, BUT been disappointed with the taste of most of them. 5) 30 -45 years old, multiple kids aged 5 -13 years old, college educated, often works part time (otherwise stays at home) We will create a connection with Health-Conflicted Moms Confidential - Rockin’ Products, LLC – 2010 10

Consumer Trends are creating a clear opportunity in kids beverages Ø Moms represent a significant opportunity – Moms are important: 82 million Moms in the US control 85% of household spending 1 – Nutrition is important: 89% of Moms are talking with their kids about nutrition 2 – Importance of Nutrition is growing: 74% now think more about the nutritional value of the foods they buy for their children than they did 2 -3 years ago 3 – And, Moms are getting smarter about nutrition: 72% are aware of the nutritional benefits of antioxidants 4 – measurement of antioxidants (ORAC Factors) will be the next trend Ø This segment of the beverage category continues to grow – Functional Beverages, with 16% annual growth, are forecasted to exceed $30 billion in sales by 20105 (11% of total Beverage Market) – Enhanced Water* continues significant growth: up 36. 4% last year 6 – Children’s Beverage market is forecasted to reach $5. 8 B by 20127 The Moms are looking for more great tasting, nutritious products 1 BSMMedia, 2008 Kids, Inc, 2008 3 EPM Communications, Inc. 2008 4 International Food Information Council, 2007 5 Frost & Sullivan as quoted by Partnership Capital Growth Advisors, May 2009 2 Just Confidential - Rockin’ Products, LLC – 2010 6 Beverage Spectrum Magazine, April 2009 7 Beveragedaily. com *Enhanced Water is a segment largely defined by vitamin fortified waters, including both colored and clear beverages typically with calories (includes ROCKIN' WATER) 11

Brief We want to significantly improve the look of our packaging label Reason For Package Redesign 1. Significantly rebalance the design from: primarily targeted to kids, with some health reassurance (oval in upper LH corner) – to: primarily targeted to Moms with “kid fun” reassurance. Due to limited marketing budgets, the packaging HAS to clearly communicate Healthy to Moms. 2. Significantly strengthen Shelf Presence / Brand Block to better stand out on a crowded shelf. Due to limited marketing budgets, the packaging HAS to create Brand Awareness. 3. Improve overall Brand Essence Communication, especially Healthiness (Nutritious & Natural) – without being medicinal or like functional or supplement products. Ø Note: This product has very limited distribution, so therefore we are willing to completely redesign the label, we’re not opposed to keeping the Rockin’ Water Logo. Current nutrition icon, probably right emphasis / balance for new design, just doesn’t say the right thing in the right way. Flavor Name not as clear as it needs to be, but doesn’t need much more emphasis in the new design Background should work MUCH harder to communicate Brand Essence of Nutritious and Natural. The “Burst” is a kid element. Confidential - Rockin’ Products, LLC – 2010 Rockin Rikki clearly more attractive to kids than moms. Must have much more uniformity in design to really stand out on shelf better (Instead of different colors for each label and logo) 12

Brief The label needs a clear design hierarchy Design Strategy – Two Panels Ø Create a clear focal hierarchy of communication priorities using size, location, color, etc for strategic eye flow creating an obvious Branded Front Panel and a strong Side Panel for secondary communication. Ø Use the complete design (colors, elements, typeface, copy, background, etc) of the entire label to clearly create and support the Brand Essence, summarized by Healthy, Fun Childhood. Ø When choosing stock design elements, keep in mind we have a relatively low budget and cannot afford high usage fees. Ø Front Panel: Create a strong shelf presence / brand block with stronger unifying design elements across all flavors (probably not different background colors / logo colors for each flavor). This is a crowded shelf / refrigerated environment, our line & Brand has to stand out effectively. Simplicity could be the key. (Note, the front panel will be slightly more narrow than current. ) Ø Front Panel: Specifically, develop a clear, simple system to communicate the Nutritious Fortification, preferably with a separate icon using the phrase “Kidtritious™ - Nutrition especially for children. ” (See Page 19 for examples). Ø Front Panel: Develop a clear system for flavor name communication, should likely use different colors for each flavor. Should be able to accommodate up to 8 flavors. Ø Front Panel: Allow space to communicate Net Weight “ 12 fl oz (354 ml)” and the Standard of Identity “Fortified Water” and also include the Kosher symbol “Circle U” (At the very bottom of the label, barely visible here). Ø Side Panel (to the right of Front): Develop a compelling way to communicate our Mom-Made Message and the Compassionate aspect of our Brand Essence. This includes (but to a lesser degree), the 2 cent The front panel should get slightly more donation to R. A. M. P charity. narrow than the current design Confidential - Rockin’ Products, LLC – 2010 13

Brief Communication must be effective Communication Priorities – Front Panel 1. Brand Name: Rockin’ Water™ a) b) 2. Traditionally the first objective. In our case during a low-spend launch it’s here also because the packaging will be the primary vehicle to create Brand Knowledge (awareness, positioning, equity). Could explore a new logo, though we’re not opposed to the current one. Brand Essence: Use all possible design elements to communicate our Essences – especially Nutritious and Natural, but should also reinforce the Refreshing and Fun aspects of our brand a) This can include colors, shapes, fruit imagery, water splashes, created icons, created images, affordable stock photography, etc. It can include the Rockin’ Rikki character currently on the front, but it doesn’t need to. 3. Nutrition Icon: Develop a clear, simple icon to communicate Nutritious Fortification, specifically it should include the phrase “Kidtritious™ - Nutrition especially for children” and in smaller type “ 10 Vitamins & Minerals” and “Good Source of Fiber” (See Page 19 for examples). 4. Flavor Name 5. If possible: “All Natural with No High Fructose Corn Syrup” reassurance a) 6. If it’s not possible to get this message on the front, then it must be the first priority on the Side Panel. It could be a single Icon. “ 12 fl oz (354 ml)” and “Fortified Water” at the bottom of front panel and also include the Kosher “Circle U”. Confidential - Rockin’ Products, LLC – 2010 14

Brief Communication must be effective Communication Priorities – Side Panel (to the Right of Front Panel) 1. Communicate that this is Mom-made To Be a Great Choice for Kids on the in a compelling way. a) b) Our founder Amy is the authenticity behind our beverage. We want her compassion to Make A Difference in Kids’ Lives to come through. c) d) This panel can use imagery, created icons, photography (we can get a professional photo of Amy if necessary), copy, etc. e) 2. We want this to be more than just small side panel copy, we really want consumers to see and understand this secondary message. This is where we communicate the Compassionate, Mom-Made aspect of our Brand Essence. See page 20 for copy choices of different lengths. Copy we like: “I created Rockin Water to make a difference in kids lives”, “a beverage that kids love and Moms can trust”, “I am bringing the product I made for my own kids to your kids”, “The best ideas for kids come from the people who know them best – their moms!”, “Made by Moms who love their kids!™” Communicate our charity effort: “Rockin’ Water donates 2 cents for every bottle sold to the Rockin Appalachian Mom Project to provide support for the poorest families in Appalachia. Please visit www. rampamerica. org to learn more” a) b) c) d) This is part of our Compassionate Brand Essence. This part of the panel can use the R. A. M. P logo (see presentation), but must include the 2 cents phrase and the web site. This priority could be visually incorporated with the first priority or it could be separated. Note the Rockin. Water web site will be communicated on the back panel, but could be incorporated here too. Specs a) b) c) d) e) Total Live label size is 7 6/8 inches long by 3 inches high. Front Panel Approximately 2. 5 inches long by 3 inches high. Side Panel Approximately 2 inches long by 3 inches high. Back Panel will be designed after job is awarded. Design can be up to 6 colors across all 4 flavors (ie all for labels are printed together in a single sheet) Confidential - Rockin’ Products, LLC – 2010 15

Images Current Brand Images Email or Call for native formats of these images – john@rockinwater. com. Confidential - Rockin’ Products, LLC – 2010 16

Images Shelf & Beverage Brand Images Confidential - Rockin’ Products, LLC – 2010 17

Images Competitive Products Confidential - Rockin’ Products, LLC – 2010 18

Images Examples of Nutrition Logos Confidential - Rockin’ Products, LLC – 2010 19

Images Possible Side Panel Copy Often the best ides for kids come from the people who know them the best – their moms! As a mother of 4 kids, I was frustrated with the limited beverage choices I could find, that’s why I created Rockin’ Water. I worked with a Registered Dietitian to create this healthy, fortified water, with no artificial ingredients or preservatives and no High Fructose Corn Syrup. Plus it tastes great. Now you can buy your kids the product I made for my kids. It’s made by Moms who love their kids! Probably way too long, but has many sentences that can be worked with independently. As a mother of 4 kids, I wanted to find a beverage tasted great, but was also healthy. So I worked with a Registered Dietitian to create this healthy, fortified water. The result is Rockin’ Water – a revolutionary new drink that kids will love and Moms can trust. And of course, it’s All Natural and has no High Fructose Corn Syrup. It’s made by Moms who love their kids! I created Rockin’ Water to make a difference in kids lives. I worked with a Registered Dietitian to create a. healthy, fortified water, with no artificial ingredients or preservatives and no High Fructose Corn Syrup. It’s made by Moms who love their kids! As a mother of 4 children, I created Rockin’ Water to provide the nutrition our kids need with a taste they’ll love. I’m also trying to make a difference for families in Appalachia, some of the poorest communities in the U. S. I started the Rockin’ Appalachian Mom Project – a charity dedicated to connecting moms with other moms to provide nutritional, financial and emotional support. We donate 2 cents for every bottle of Rockin’ Water Sold. Learn more at www. rampamerica. org. Rockin’ Water donates 2 cents for every bottle sold to the Rockin Appalachian Mom Project to provide support for the poorest families in Appalachia. Please visit www. rampamerica. org to learn more” I’m passionate about making a difference in kids lives. That’s why I created Rockin’ Water -- a healthy, fortified water, with no artificial ingredients or preservatives and no High Fructose Corn Syrup. It’s made by Moms who love their kids! I’m also passionate about improving the lives of families in Appalachia. We donate 2 cents for every bottle sold to the Rockin’ Appalachian Mom Project to help the poorest families. You can learn more at www. RAMPAmerica. org. I created Rockin Product Inc, to provide healthy products for kids. We developed Rockin Water , a beverage that kids love and Moms can trust. A better choice than other brands. As Moms, we hold the highest standards for our children. Made by Moms for their kids! Confidential - Rockin’ Products, LLC – 2010 Maybe as short as it could be. Longer donation message. Simple donation message. Ties both messages together Copy on current label. 20