Brand Positioning

BRAnd TAGLInE

NUTRITION FOR THE 24-HOUR ATHLETE™

BRAnd vISIOn

Revolutionize the sports nutrition industry with a unique product line to enable athletes with 24-hour lifestyle of better nutrition and dynamic performance.

BRAnd MISSIOn

HERBALIFE

Our Mission is to change people’s lives by providing the best business opportunity in direct selling and the best nutrition and weight-management products in the world.

Herbalife24

Our Mission is to change people’s lives by providing the best sports business opportunity in direct selling and the best performance nutrition products in the world.

BAnd PROMISE

Herbalife24 is based on the latest proven science and puts safety and efficacy as top priorities.

Developed for the unique needs of athletes, out promise is that ingredients provide a nutritional benefit and every batch is third-party tested by a laboratory for banned substances, ensuring confidence and commitment to sport.

BRAnd vALUE/PERSOnALITY

Brand Focus

Passionate. Aspiration. Empowering. Confident. Evolutionary. Determined. Inspirational. Authentic. Committed.

Product Focus

Innovative. Comprehensive. Science-based. Committed. Partner. Smart. Safe. Credible. Evolving.

BRAnd dRIvERS

Brand Drivers are core messages that clearly communicate our marketable difference and support the main positioning statement. To ensure consistency in content across all mediums, these messages should permeate throughout marketing assets.

Supporting our brand positioning.

Herbalife24 is committed to the 24-hour athlete with a nutrition line that is comprehensive, customizable, science based, tested for banned substances, and with efficacious and quality ingredients

Comprehensive Line

7 Products/one line for 24-Hour Support

• Seven products address the unique needs of athletes · One line as opposed to using multiple lines to serve athletes’ needs · Flexible with a range of products for anyone who wants to live a healthy, active lifestyle • The only performance line that addresses athletes’ needs for 24-hour nutrition · Set a new industry standard in sports nutrition · Customization based on daily activity and training needs · For anyone who wants to live a healthy, active lifestyle

Science Based

designed for the Unique needs of Athletes

• Research based on the latest proven science • Formulas developed by scientists, some of whom are elite athletes in their own right and experts in nutrition • Panel of experts include former athletes and competitive cyclists • Tested and evaluated by former and current professional athletes, avid athletes, and in conjunction with some major sports teams • Prepare is exclusively endorsed by and developed in collaboration with Nobel Laureate in Medicine, Dr. Lou Ignarro

QUALITY & EFFICACIOUS InGREdIEnTS

Confidence in Your nutrition

• What goes in your body is exactly what is listed on the label • All natural colors, flavors and sweeteners • Ingredients serves a nutritional purpose – substantiated • Developed in Herbalife state-of-the-art laboratories

BAnnEd SUBSTAnCE TESTInG

Providing Reassurance for the Professional Athlete

• Every product batch is third-party tested (BSCG) and has seal of approval

UnIQUE SELLInG PROPOSITIOn

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

It is the first comprehensive performance nutrition line that allows an athlete to live their life as a 24-hour athlete, customizing their nutritional needs to prepare, train, perform and recover for a competitive advantage.

POSITIOnInG STATEMEnT

The only comprehensive line with a range of products to empower athletes with 24-hour nutrition enabling a lifestyle of training, recovery and peak performance.

POSITIOnInG LInE

Herbalife24 is the only comprehensive performance nutrition line empowering athletes 24-hours a day

OR

Herbalife24 is the first comprehensive nutrition line for the 24-Hour Athlete™

TOnE & MESSAGE

Herbalife24 allows the athlete to aspire to something greater.

Our message should be relevant and have an impact on an emotional level. It’s real and authentic, empowering the athlete to push their own limits.

• Herballife24 enables athletes to live a 24-hour lifestyle…evolve their training and performance through innovative nutrition.

• Developed by athletes, it’s as though we know them personally and understand their needs and passion.

Nutrition delivers confidence and becomes their competitive advantage.

BRAnd RELATIOnSHIP TO THE TARGET MARkET

Herbalife24 BECOMES PART OF THE ATHLETE’S LIFESTYLE

Passionate support Herbalife24 understands the athlete.

Developed by athletes for athletes, we know the day and the life of an athlete. It’s not always about winning, for the athlete looks to do their personal best. Through science, we understand the biological needs of an athlete. Delivering a product line to address the needs of the 24-hour athlete.

Authentic Herbalife24 is original and true.

No one offers a nutritional line for the athlete like Herbalife24 that delivers nutrition 24-hours a day. Herbalife24 doesn’t over promise like other products in this category, delivering quality nutrition. Backed by the latest proven science. Herbalife is in touch with real athletes and Herbalife24 was developed with their input.

Give something of value Herbalife24 adds value beyond the product.

Offers a path to a new lifestyle.

Empowers the athlete to further their passion for sports and exercise. Delivers a competitive advantage. Helps athletes get more from their body.

Inspirational and an enabler Herbalife24 gets them motivated and excited.

Herbalife24 was developed for an athlete’s unique needs allowing them to push the limits or attain peak performance. Connects the athlete to aspirational athletes and teams through Herbalife24 sponsorships and testimonials. Provides a mental edge.

Quality relationship Herbalife24 creates an experience that brings us closer.

Living a lifestyle of a 24-hour athlete with Herbalife24. Exhilarating – beyond winning performances and aspiring to do their personal best. Herbalife24 brings the athlete closer to their personal and team-oriented goals.

APPROvEd wAYS FOR PROdUCT LInE dESCRIPTIOn

Logo and Product Line descriptor Tag

HERBALIFE24 NUTRITION FORTHE 24-HOUR ATHLETE™

Short descriptors of Line

24-hour nutritional support

24-hour nutrition line for athletes

Comprehensive 24-hour nutritional support for athletes

Delivers unrivaled 24-hour nutritional support

Medium descriptors of Line

(Note: All lines can include either “the first” or “the only”.)

Herbalife24 is the first comprehensive performance nutrition line empowering athletes 24-hours a day.

Herbalife24 is the only comprehensive performance nutrition line empowering athletes 24-hours a day.

Herbalife24 is the first comprehensive performance nutrition line empowering athletes with 24-hour support.

Herbalife24 is the first comprehensive performance nutrition line for the 24-Hour Athlete.™

Call to Action

Contact your local Herbalife Independent Distributor to learn more about Herbalife24.

Contact your local Herbalife Independent Distributor to learn more about Herbalife24 performance nutrition products.

Contact your local Herbalife Independent Distributor to learn more about Herbalife24 performance nutrition products for the 24-Hour Athlete™.

Product Chart

24-HOUR nUTRITIOn SUPPORT

You can customize daily product usage based on your specific performance and recovery needs.

formula 1 sport hydrate prepare prolong rebuild endurance rebuild strength restore

morning

before workout

during workout

after workout night

PROdUCT LInE CORE MESSAGInG

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

Product Headlines

PERFORMANCE NUTRITION DEFINED

UNCOMPROMISING SPORTS NUTRITION

THE FIRST 24-HOUR SPORTS NUTRITION

COMPREHENSIVE PERFORMANCE NUTRITION

Consumer Headlines

GAIN THE COMPETITIVE ADVANTAGE

EPIC POSSIBLE

WIN

FEED YOUR BODY WHAT IT NEEDS TO WIN FEED YOUR BODY WHAT IT NEEDS

GO BEYOND THE FINISH LINE

THE RACE IS IN YOU

CONFIDENCE TO PERFORM

IT’S ALL ABOUT YOU

OUTPERFORM YOURSELF

THIRST FOR GLORY (Hydrate)

THERE’S NOTHING ROUTINE ABOUT YOU

THERE WILL ALWAYS BE SOMEONE BETTER, FASTER, STRONGER. YOU

LIFE IN INCREMENTS OF 24

MORE PEAKS. LESS VALLEYS

FOR YOU, IT’S BEYOND WINNING

YOU’RE NOW IN CONTROL

FOR YOU IT MATTERS

CONFIDENCE IN YOUR NUTRITION