I ntro

1. We don’t create advertisements for the sake of advertising. We advertise for sake of generating results.

2. Intro • Mitch Joiner Customer representative from the hive • At the Hive we really admire the quality and free trade values second cup stands for

3. About us • The Hive is a full service advertising agency that has been in business since 2004 • It is a multinational corporation which is owned and run buy 6 working partners. • In the past they have had success with many major brands such as: Caramilk, Coca Cola, Rogers, Reebok and Jack Daniels • The Hive is your advertising specialist when it comes to creating unique and memorable campaigns that are sure to meet all of your needs

4. About Notes • Full service Marketing agency in business since 2004 • It is a multinational corporation run by 6 working partners • Owner: Andy Krupski • success with many major brands such as: Caramilk, Coca Cola, Rogers, Reebok and Jack Daniels • Specialist at creating unique and memorable campaigns • *What is the most important thing you want customers to know about Second Cup? • *What would define the type of customer Second Cup is currently trying to target? • Do you feel this is the most effective target and why? • What is Second Cups toughest obstacle surrounding expansion and success in the future?

6. Services Offered • Brand Blueprinting • Strategic Planning • Connection Planning • Brand Blueprinting • Strategic Planning • Connection Planning • Corporate Identity and Design • Digital Strategic Planning and Integration • Online Advertising and Site Development • Social Media Communication and Amplification • Print, Outdoor and Broadcast Advertising • Proprietary Brand Experiences • Brand Promotions and Fulfillment • Sponsorship and Event Activation • Street Level and Field Marketing • In-Venue Advertising and Activations • Retail Merchandising

7. Core Values We believe in invent what’s right. We believe in core values. We believe in independence. We believe in the last inch. We believe in sticky.

8. Values note • We believe not in what’s easy, or what’s expected or even what’s most profitable. We believe in inventing what’s right • We aim to make your product or service relevant in helping people achieve values that are important to them • As mentioned We are owned and operated by 6 working partners and offer a full line of services • A big idea is only big if it stretches all the way to the moment of contact between the brand and the consumer. This is often the difference between advertising for advertising’s sake and advertising that generates results • When you’ve never seen anything like it before, when you simply have to share it with others, when it touches something inside of you, when you can’t get it out of your head: That’s a sticky idea at work

9. Industry Trends

10. Industry trends notes • Out of Home advertising has rapidly grown in the last 3 years • Shifted from 3% to 42% • Video is the most effective tool used for online branding • Social media effectively used to promote branded content and online video

11. Why Choose the Hive • Out of the box thinking • If we can’t find the perfect combination of mediums to meet your needs, we will invent new ones • Full service agency • Specialize in the beverage industry • Work closely with clients • Experience with Major brands • Ex. Reebok, Dole, Coca Cola, Corona, Rogers, Kraft Foods, Cadbury

12. Why choose the Hive • Out of the box thinking • If we can’t find the perfect combination of mediums to meet your needs, we will invent new ones • Full service agency • Specialize in the beverage industry • Work closely with clients • Experience with Major brands • Ex. Reebok, Dole, Coca Cola, Corona, Rogers, Kraft Foods, Cadbury

13. Events • Some of our past event campaigns which have been very successful was our work with Jack Daniels • Involved hosting live music events as well • The “Legendary Mash” campaign contributed to double digit growth in most international Jack Daniel’s markets around the world for that fiscal year

14. Events notes • contributed to double digit growth in most international Jack Daniel’s markets around the world for that fiscal year • Really branded and built jack daniels into what it is today • They now fully entrust the hive to handle their events • Also did Studio no.7 and global print campaign for jack daniels (music events) • Built Jack Daniels into the major brand it is today

15. Viral Video • We previously created a highly successful viral video campaign for the launch of a new Reebok Sidekick lllhockey stick • After fans and players saw the video of Sidney Crosby using the stick they couldn’t wait to get their hands on it upon the product’s launch

16. Viral video notes • highly successful viral video campaign for the launch of a new Reebok Sidekick 3 hockey stick • Has been viewed more than one million times on youtube

17. Contests • Previously ran a highly successful Campaign called “Make Your Face a Maynards” which won Maynards and the Hive the Best of Show Award

18. Contests Notes • Won best in show award for this campaign • also won three gold's for Best Integrated Campaign, Most Innovative Idea or Concept and Best Activity Generating Brand Awareness • a 360-degree program that included TV, OOH, interior transit, cinema posters, interactive digital boards, online banners and promotional packaging. All roads led to Maynards’ Facebook page • consumers could upload a picture of their best candy face and use our Make Your Face a Maynards app to turn their face into a Fuzzy Peach, a Sour Patch Kid, a Sour Cherry Blaster or a Swedish Berry.

19. Television • Previously had a very successful campaign with Caramilk • Created 16 commercials showing real Canadians on their quest to find the golden key to the Caramilk secret • Has made Caramilk the #1 selling bar 2 years in a row

20. Television • Successful campaign with Caramilk • Created 16 commercials showing real Canadians on their quest to find the golden key to the Caramilk secret • In year 2 featured real Canadians in the commercials on their quest for the golden key • Who ever finds the key gets $250,000 dollars • Has made Caramilk the #1 selling bar 2 years in a row

21. Out-of-Home • Coupled with other mediums the “Screme Eggs Campaign” grew from 9,000 to 62,000 Facebook likes within weeks of the campaigns launch • Engagement levels were even more impressive, with up to 20% of fans talking about the campaign

22. Out of home notes • Integrated tv commercials, out of home and social media • Told the tail of a good vs evil story and fear of an impending “goopocolypse” • targeted at kids and kids at heart • grew from 9,000 to 62,000 Facebook likes within weeks of the campaigns launch • Up to 20% of fans talking about campaign • Since its launch, the campaign’s been picked up by Cadbury in the UK and has been featured on Devour, Adweek and Fast Company.

23. Breast Fest Campaign • Breast Fest is a very special film festival where breast cancer stories are shared through • Festival received international attention

24. Breast fest notes • Films showcased women who were directly or indirectly effected by breast cancer • The Hive created several web and print assets that drove traffic to the Rethink film festival website • Festival received international attention from the likes of Marketing and Strategy Magazines, it created an opportunity for those whose lives have been affected by breast cancer to come together to support each other and their cause.

25. Benefits of Choosing the Hive • Work closely with clients • Strong reputation for results • Offer a full line of services so nothing is outsourced • We monitor and make changes to the campaign based on feedback • Out of the box style of thinking

26. Benefits Note • We work closely with clients to create exactly what you want • Strong reputation for results -shown earlier in campaigns • Offer full line of services means nothing is outsourced • Agency monitors and changes campaign based on feedback • Work towards producing something different than the rest

27. Cost 544 King Street West, Toronto, ON M5V 1M3, info@thehiveinc.com Phone: 416-923-3800 Fax: 416-923-4123

28. Cost note • Tv ads only 30 seconds • Newspaper just one issue • Magazine is full page • Billboard is 1 month • Radio 350=breakfast 225=afternoon 100=any other time • Would you be interested in working with the Hive to start expanding on and diversifying your marketing strategy today?

29. Campaign Example 1 • Innovative website • Lots of features tied in to integrate media types • Social media (Twitter, Facebook, Instagram, Pinterest) integrated to website • Contest run through social media • Local television ads run around Toronto location

30. Campaign Example 2 • Focused on the unique flavours and blends Second cup offers • Targeted for a younger “Hipster Audience” • Contest for who can new flavor broadcasted through • Billboard, National TV, Viral video • Street level advertising to be used outside locations

31. Campaign Example 3 • Local television ad about new store location layout in Toronto and promo • Targeting business and school commuters • “once you try one you’ll always be heading for your second cup” • promoting event such as free small coffee one morning • Billboard, social media, breakfast radio

32. Cost 544 King Street West, Toronto, ON M5V 1M3, info@thehiveinc.com Phone: 416-923-3800 Fax: 416-923-4123