Herbalife24 Global Rollout-Highlights by BrandMaven

INTRODUCING HERBALIFE24 Nutrition for the 24-Hour Athlete™

Summary Herbalife24 launched on May 24th in North America with 5 products. In less than 1 month, Herbalife24 has had over $1.7 M in sales! Highlights of the launch include: §  Herbalife’s first consumer facing product launch §  Activation of a Beta Pilot Program that resulted in generating excitement & awareness §  Huge push towards the education of an army of distributors §  Designation of a fully dedicated creative team to develop some 200 deliverables §  Development of a product website §  Deployment of a QR code promotional campaign §  Launch events included Tour of California, Indy 500 & other smaller venues §  Herbalife24 is title sponsor of World Football Challenge taking place in July

The Brand: Product

Herbalife24: Nutrition for the 24-Hour Athlete™ The first comprehensive performance nutrition line empowering athletes 24-hours a day. §  7 premium products for daily nutrition, performance and recovery §  Customizable based on your specific training and performance needs §  Formulas based on the latest proven science §  Every product is third-party tested for banned substances §  All natural colors, flavors and sweeteners

The Brand: Visual Identity

HL24 Logo

Flag Graphic

Photography Usage

Dots Graphic 4

The Brand: Packaging

Launch Plan Phase 1: Pre-Launch

Phase 2: Launch & Activation

Establish brand awareness, early adoption & train the DS

Drive brand recognition though key event sponsorships & marketing activities

§  Sponsored Athletes/Teams: Leveraging to promote the line

§

Tour of California

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Indy 500

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Events & Sponsorships

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Social Media

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Website

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Testimonials

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Global rollout

§  Beta Program: Early Adoption & Influential DS & Athletes §  Education & Training for DS §  Lead Wheel & Sports Certification

Beta Pilot Program Objective:

Generate excitement, adoption by influential DS & athletes, sensory acceptance & work through product glitches

Target:

DS Sports Council, Athlete DS, Referred athletes, Media & Press

Timing:

2-3 months prior to launch date

Deliverables: Beta Mini-Site for product information & lead wheel Beta Packaging: Brochure with 5 products in outer package Testimonial resource

Resources:

Production of 750 beta kits - Generic brand Development of lead wheel and mini-website Fulfillment and shipping resource

Beta Pilot Program: Elements

Generic Packaging

Outer Box Carton Website

Distributor Education Objective:

Target market is more educated on nutritional information of the products they consume. Educate DS on product line in order to support DS sales & credibility

Target:

Current & new Herbalife Distributors

What:

Target market overview, key benefits/features & USP

Timing:

2-3 Months before launch during Beta Pilot

Deliverables: PPT Overview on line & for each product Product spotlights Product & Line fact sheets Various Distribution: Events Training sessions MYHL.com 9

Education: Product Line PowerPoint™

•  HERBALIFE24 OVERVIEW •  FORMULA 1 SPORT •  HYDRATE •  PROLONG •  PREPARE •  REBUILD ENDURANCE •  REBUILD STRENGTH •  RESTORE

Education: Video

•  HERBALIFE24 OVERVIEW •  FORMULA 1 SPORT •  HYDRATE •  PROLONG •  PREPARE •  REBUILD ENDURANCE •  REBUILD STRENGTH •  RESTORE

Training Video

Education: Materials

•  HERBALIFE24 FAQ’s •  HERBALIFE24 OVERVIEW •  PRODUCT FACT SHEETS

Lead Program: Sports Certification Objective:

Establish Herbalife24 “Certified” DS by allowing qualifying lead program participants to test for certification ensuring that Herbalife24 is being promoted by a knowledgeable and credible DS.

Target:

DS who qualify for the general lead program

Timing:

Activated during pre-promotion of product or at launch

Deliverables: Certification Questionnaire “Sports Certified” Certificate 2nd Tier lead wheel or lead wheel Exact target Email blast: Leadership team & lead program participants

Resources:

Manual or online resource for grading and distributing certificates Automated lead wheel via website and/or MYHL.com

Lead Program: Deliverables

Questionnaire

Certificate Lead Program

Communication Timeline 2 months prior to launching product (if applicable) •  Beta test: Select Distributors (countries to decide) –  Promote lead wheel qualification/certification test (ExactTarget, Leadership calls) –  Promote Herbalife24 Training call (ExactTarget, Leadership calls)

1 month prior to launching product •  Promote Herbalife24 Product line (ExactTarget, MyHerbalife.com, Leadership calls, Events) •  Promote Herbalife24 Training call/event (ExactTarget, MyHerbalife.com, Leadership calls, Events)

1-2 weeks prior to launching product •  Promote Herbalife24 product line and training call in Weekly Supplement (ExactTarget)

Launch week •  Promote Herbalife24 Training call (ExactTarget, MyHerbalife.com) •  Announce Launch Date for product line (ExactTarget, MyHerbalife.com) •  SMS to Distributors on Launch Date (if applicable)

Launch + Activation: Events TOUR OF CALIFORNIA •  WATER COOLER •  WATER BOTTLES •  CYCLING GEAR •  T-SHIRT •  FLYER •  TRAILER/TRUCK WRAP •  LOCKERS •  A-FRAME POSTERS •  PROGRAM AD

Launch + Activation: Events TOUR OF CALIFORNIA

Launch + Activation: Events INDY 500 •  RACECAR •  HELMET, FIRESUIT, CREW SHIRTS •  POSTERS •  GAS TANK •  GARAGE WALL •  FLAGS •  BANNERS •  PROMO FLYERS

Launch + Activation: Events INDY 500

Launch + Activation: Events WORLD FOOTBALL CHALLENGE •  FIELD GRAPHICS •  LED STADIUM SIGNAGE •  PROGRAM AD •  TOWELS •  KIDS T-SHIRT •  5 GALLON WATER COOLER •  WATER BOTTLES

Launch + Activation: Events GENERAL ENVIRONMENT •  VEHICLE WRAPS •  POSTERS •  BANNERS •  INTERIOR/EXTERIOR SIGNAGE •  TABLE TENTS •  MOBILE KIOSK

Activation: Distributor Marketing Materials •  BUSINESS CARDS •  E-CARDS •  RETAIL FLYERS •  PRODUCT FACT SHEETS •  POWERPOINT •  FAQ’S •  BROCHURE

Business Card

E-card

Retail Flyer 26

Ac#va#on: Consumer Marke#ng Materials

Flyer

Poster

Mini Brochure

Ac#va#on: Marke#ng Materials

Product Video

Television Commercial

Ac#va#on: Marke#ng Materials Product Catalog HERBALIFE24 ™

™

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Being an athlete is a lifestyle requiring nutrition 24-hours a day. Choices in how you prepare, fuel your body, recover and rest make a definitive difference in you becoming a 24-Hour Athlete.™ ™

/653*5*0/ '03 5)& )063 "5)-&5& Introducing the first comprehensive performance nutrition line empowering athletes 24-hours a day. ■

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Herbalife24 was developed for athletes and goes beyond the performance™nutrition industry standard for pre-, during- and post-exercise nutrition.

Formulas based on the latest proven science

It is the first and only comprehensive performance nutrition line empowering athletes 24-hours a day. You now have unrivaled nutritional support as an athlete to prepare, train, perform and rebuild. This seven-product line is also customizable based on activity levels and training demands.

24-Hour Nutrition Support All Herbalife24 products are tested by the Banned Substance Control Group, an independent laboratory.

FORMULA 1 SPORT HYDRATE PREPARE PROLONG REBUILD ENDURANCE REBUILD STRENGTH RESTORE MORNING

7 premium products for nutrition, training, performance and recovery Customize based on your specific training and performance needs

™

HERBALIFE24 is the First Comprehensive Performance Nutrition Line for the 24-Hour Athlete™

BEFORE WORKOUT

DURING WORKOUT

AFTER WORKOUT

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130-0/(

Quality performance starts with a nutritional sports meal specifically formulated for the athlete.

Sustain performance with dual-source carbohydrates and electrolytes.*

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Milk protein supports lean muscle mass

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Dual-source carbohydrate blend facilitates caloric utilization*

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Carbohydrate blend provides immediate and sustained energy

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Whey protein isolate helps reduce muscle breakdown*

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L-Glutamine supports muscle growth and immune function

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850 mg electrolytes support proper muscle function*

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Antioxidant protection

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B Vitamins support carbohydrate metabolism*

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500% DV Vitamin C helps combat free radicals*

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A low calorie source of bioavailable electrolytes designed for advanced hydration. Hydration anytime, for anyone High in the antioxidant Vitamin C Less than 15 calories Only 1 g of sugar

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You can customize products based on your specific sport, training, recovery and competitive needs.

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Product Use Guide By Activity

13&1"3& Support blood flow to working muscles.* L-Arginine, L-citrulline and L-ornithine alpha-ketoglutarate support blood flow*

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Every product is third-party tested for banned substances

Creatine supports fast-twitch muscle contraction*

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All natural colors, flavors and sweeteners

Exclusively endorsed by

Dr. Lou Ignarro, Ph.D.

3&#6*-% ENDURANCE Speed recovery from aerobic workout by enhancing glycogen replenishment and initiating repair of damaged muscles.* ■

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FITNESS

STRENGTH

TEAM SPORTS

EVERYONE

Member of the Herbalife Nutrition Advisory Board

HYDRATE PREPARE

L-Glutamine supports immune function and promotes muscle repair* L-Camitine reduces recovery time*

3&#6*-% STRENGTH Speed recovery from strength training with immediate and sustained lean muscle building.* ■

**The Nobel Foundation has no affiliation with Herbalife and does not review, approve or endorse Herbalife ® products. †

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Branched-chain amino acids (BCAAs) support muscle growth*

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L-Glutamine supports immune function and promotes muscle repair*

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Saberry™ is a trademark of Sabinsa Corp.

*These statements have not been evaluated by the Food and Drug

Bars indicate the relative need of each product – from low to high – depending on your activity, training, preformance and recovery.

24 g whey and casein proteins create a rapid and sustained protein-building state* Tri-Core protein-amino blend of free amino acids, whey and casein proteins help rebuild muscle and speed recovery* Iron essential for red blood cell protection*

Combat exercise-induced inflammation.*

REBUILD ENDURANCE

RESTORE

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3&4503&

PROLONG

REBUILD STRENGTH

Tri-core protein-amino blend of free amino acids, whey and casein proteins help rebuild muscle and speed recovery*

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FORMULA 1 SPORT

Carbohydrate blend replenishes muscle glycogen*

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Nobel ** Laureate in Medicine ENDURANCE

Branched-chain amino acids, whey and casein proteins create a rapid and sustained protein-building state*

Administration. This product is not intended to diagnose, treat, cure or prevent any disease.

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Curcumin helps combat exercise-induced inflammation* Elderberry and Saberry™† from amla fruit extracts, and alpha-lipoic acid scavenge free radicals* Vitamin C and beta-carotene support immune function*

Ac#va#on: Online PerformanceNutrition.Herbalife.com

Moblie

Website

Ac#va#on: Online

Web Banner: MyHerbalife.com

Web Banner: Herbalife.com

Ac#va#on: Apparel Program HerbalifeApparel.com

Available Online Now!

Ac#va#on: Apparel Program Cycling Apparel

Ac#va#on: Apparel Program Promotional Items

Ac#va#on: Tes#monial Campaign

Video

Product Sheets

Written Testimonial 36

Global Rollout

BRAND BOOK

BRAND STANDARDS

IMAGE LIBRARY

•  HIGHLIGHTS OF THE BRAND

•  BRAND PLATFORM •  STYLE GUIDE •  BRAND INSPIRATION •  IMAGE LIBRARY

•  AVAILABLE ON BRANDWORKS