REVITALIZE OLAY AMONG W25-541) Enhance Olay’s brand image - make women proud to use Olay products2) Showcase breadth of available Olay products - includes facial moisturizers, cleansers, hand & body lotion, body wash, and bath bar3) Change outdated consumer perceptions about Olay - Olay offers cutting edge products with breakthrough technologies4) Reinforce brand’s emotional connection to women CREATE LOVE CONNECTIONS WITH CONSUMERS Enhance communications plan with contextually relevant specials that reinforce message TV Specials scheduled during launch in October/November 2001: “Olay Presents the World Ice Challenge”: An integrated Ice Skating Entitlement Sponsorship event, featuring high profile skaters including Kristi Yamagucci & Tara Lipinski. Program included: 6 spots, 2 billboards, :30 vignette sponsored by Olay featuring Kristi Yamagucci and a National Broadcast introduction to the event by the Olay SCC General Manager. Additionally, we had the Olay logo on ice, rink-side signage & Olay’s participation was highlighted on all promotional ads.“Emmy Awards”: A high-profile televised event, enhancing prestige image of Olay. Olay owned 4 spots and 1 billboard.“Lucille Ball’s 50th Anniversary” Special: Program honoring an enduring female icon, reinforcing emotional connections with women. Olay owned 5 spots and 1 billboard.“Carol Burnett” Special: The second highest W25-54 rated program in fourth quarter of 2001, which reinforced Olay’s emotional connection to women. Olay’s sponsorship included 3 spots and 1 billboard.“Fabulous Females Week”: Olay sponsored a theme week on A&E (cable network) highlighting inspirational women including: Jessica Lang, Oprah, Vera Wang, Anne Rice and Sandra Bernhardt. Olay owned 3-4 spots and 1 billboard each night.Print Inserts: “skIN love”: Elevated Olay’s image by linking products to TV celebrities with beautiful skin. Each celebrity offers a skin care quote linked to one Olay product. Featured in 3 magazines: Allure (Beauty), Vogue (Fashion) and Vanity Fair (Prestige Entertainment). We integrated a consumer sweepstakes, providing the winner with a trip to L.A. and tickets to a taping of one of the featured celebrities sitcoms.“The Look of Love”: Capitalized on Oprah’s emotional connection with her audience. O Magazine readers were contacted via email to participate in a special Olay beauty panel and journal their thoughts on how Olay products helped them go from “liking their skin to loving their skin”. The insert featured six readers’ quotes, endorsing various Olay products. All participants received an Olay journal and pen. CREATE LOVE CONNECTIONS WITH CONSUMERS In September 2001, Olay launched a new advertising campaign, “Love the Skin You’re In”, across all Olay brands. With no incremental media budget to announce the campaign, the media team proposed and sold the brand on sponsoring select TV specials and creating two special print inserts to enhance the message. We identified key TV & Print partners with relevant communications context to elevate the brand by enhancing the prestige image and reinforcing the emotional connections with women. We identified key TV and magazine partners to develop the ideas. Once the concepts were determined, we built added value programs around them, including on site, retail, sampling, on line and sweepstakes components. ENHANCE PRESTIGIOUS & EMOTIONAL CONNECTIONSA 50 year-old brand, Olay is considered “my mother’s facial moisturizer”. With new product technologies and a new campaign, Olay has repositioned itself to encourage women to think of it as “my brand”. We used a combination of high-profile TV programs (glamorous Emmy Awards & 2 Primetime TV specials that reinforce brand character) and customized Olay TV/Print programs (Ice-skating TV entitlement sponsorship, celebrity print insert in prestigious Conde Nast magazines and an Oprah magazine print insert featuring reader testimonials). Smart negotiations and strategic thinking enabled the media team to develop integrated packages that went beyond the basics, to include elements such as brand logo on ice for the TV skating program and consumer sweepstakes in print inserts. This submission clearly demonstrates how hard work, innovative thinking and a “nothing is impossible” attitude create great ideas.

CREATE LOVE CONNECTIONS WITH CONSUMERS In September 2001, Olay launched a new advertising campaign, “Love the Skin You’re In”, across all Olay brands. With no incremental media budget to announce the campaign, the media team proposed and sold the brand on sponsoring select TV specials and creating two special print inserts to enhance the message. We identified key TV & Print partners with relevant communications context to elevate the brand by enhancing the prestige image and reinforcing the emotional connections with women. We identified key TV and magazine partners to develop the ideas. Once the concepts were determined, we built added value programs around them, including on site, retail, sampling, on line and sweepstakes components.