Funpack presentation 021314 ms01 final lo by MS Design

LUNCHABLES

Fun Pack Packaging Redesign Research and Initial Directions FEBRUARY 14, 2014

The Ask Win back kid-requests of Lunchables Fun Pack at shelf through a cool, fun and engaging package design.

Our Approach It’s not just about a new design, but a better design. One that firmly establishes the brand’s credibility to the target, but also supports and reflects the brand’s “Bring It” strategy and attitude. PROCESS

• Category Research: Where you are and where you want to be • Key Takeaways/Opportunities: What we can learn • Guiding Principles/Strategy: Establish creative foundation • Design Directions: Visual pathways

Research/Landscape

FUN PACK | MAIN SKU CATEGORIES SKUSKU 36148 36148 PMSPMS 29252925 PMSPMS 124 124 DIE DIE # CAR/M1893 # CAR/M1893

SKUSKU 36116 36116 PMSPMS 27682768 PMSPMS 124 124 DIE DIE # CAR/M1893 # CAR/M1893

Pack Pizza Fun Pack PizzaPizza Fun PackFun Cracker Stackers

Cracker Stackers

SKUSKU 36117 36117 PMSPMS 46954695 PMSPMS 124 124 DIE DIE # CAR/M1893 # CAR/M1893

SKUSKU 00677 36113 SKU 36113 PMSPMS 723PMS 200 200 PMSPMS 124PMS 45044504 DIE # CAR/M1893 PMSPMS 124 124 DIE DIE # CAR/M1893 # CAR/M1893 WT 5.1oz & 6floz; 6 Colors

Fun Pack Mexican Fun Pack Mexican

• Clear system with color strip as main differentiator WT 4.7oz & 6floz; 6 Colors WT 4.7oz & 6floz; 6 Colors • Juice and treat prominent

SKU P P SK P DIE DIE

Fun Pack Chicken Fun Pack Mexican Fun Pack Chicken Uploaded Chicken Mexican

Chicken

WT 2.9oz & 6floz; 6& Colors & 6floz; 6& Colors & 6floz; 6& Colors WT 4.6oz & 6floz; 6 Colors WT 4.7oz & 6floz; 6 Colors WT 3.8oz & 6floz; 6 Colors WT 4.6oz 6floz; 6 Colors WT 3.1oz WT 4.7oz 6floz; 6 Colors WT 2.8oz WT 3.8oz 6floz; 6 Colors

SKUSKU 00674 36114 SKU 36114 PMSPMS 2915 166 166 PMS PMSPMS 124PMS 45044504 DIE # CAR/M1893 PMSPMS 124 124 DIE DIE # CAR/M1893 # CAR/M1893 WT 2.9oz & 6floz; 6 Colors

SKU 36114 PMS 166 PMS 4504 PMS 124 DIE # CAR/M1893

00680 SKU 00680 SKUSKU 36115 255 255 PMSPMS 340PMS 124 124 PMSPMS 124PMS DIE # CAR/M1893 DIE # CAR/M1893 DIE # CAR/M1893

WT 5.6oz & 10floz; Colors WT 4.7oz & 6floz; 6& Colors 4.7oz 6floz; 66Colors WT 4.7oz 6floz; 6 Colors

WT 4. W

SKUSKU 36123 36123 SKU 06959 SKU 00679 PMSPMS 255 255 PMS 255138 PMS PMS 124 PMS 124 4504 DIE # CAR/10177904 PMS DIE DIE # CAR/M1893 # CAR/M1893 PMS 124 (Top(Top Load Carton) DIELoad #Carton) CAR/M1893

SKU 06 PMS SKU DIE # CP P P Up DIE

WT 5oz & 10floz; 6 Colors WT 5. Snackers (Bulk Nuggets) Snackers (Bulk Nuggets) LUNCHABLES WT 9.8oz; 7 Colors WT 9.8oz; 7 Colors

WT 9.8oz; 7 Colors WT 9.8oz; 7 Colors

• Main food blends into yellow • Die cut shows more tray than food

SKU 36116 PMS 2768

SKU 36117 PMS 4695

FUN PACK | IN-STORE

• Yellow and red dominant colors in section • Brand section clear at shelf but individual flavors less easy to identify • Cluttered landscape requires strong visual focal point to break through

FUN PACK | IN-STORE COMPETITIVE

• Lighting and visual clutter makes it hard to see actual food/food photography • Competitors prioritize sku distinctions over prominent branding • Lunchables pack lacks high contrast of competitor graphics 7

FUN PACK | COMPETITIVE

• Competitive has clear visual focus • Competitive has high energy graphics and kid-focused messaging • Competitive die cut incorporated into design • Competitive has integrated design, rather than distinct separation of information 8

Current Look

FUN PACK | PACKAGING ELEMENTS Product display Product description #1 Promotion Product description #2

Logo

Pattern Swoop Gradient

Product shot

Product description #3

“Facts Up Front”

• Numerous competing elements • Scattered visuals pull eye in all directions; no clear visual focus • Graphic elements not reflective of brand personality or target • Much real estate devoted to redundant information

PMSPMS 29252925 PMSPMS 124 124 DIE DIE # CAR/M1893 # CAR/M1893

FUN PACK | MAIN SKU

PMS 4504 PMSPMS 27682768 P PMSPMS 46954695 SK PackStackers Cracker Stackers Chicken Fun Pack Fun Cracker UploadedUploaded ChickenPMS Mexican Mexican 124 UploadedUploaded PMSPMS 124 124 PU PMSPMS 124 124 WT6 2.9oz WT6 2.9oz WT6 3.1oz WT6 2.8oz WT 65.6oz & 10floz; 6WT Colors WT 64.1oz & 10floz; 6WT Colors WT 65.3oz & 10floz; 6WT WT 2.9oz & 6floz; Colors& 6floz; 6 Colors WT 2.9oz & 6floz; Colors& 6floz; 6 Colors WT 3.1oz & 6floz; Colors& 6floz; 6 Colors WT 2.8oz & 6floz; Colors& 6floz; 6 Colors WT 5.6oz & 10floz; Colors 4.1oz & 10floz; Colors 5.3oz & 10floz; Colors DIE # CAR/M1893 DIE DIE # CAR/M1893 DIECo DIE DIE # CAR/M1893 # CAR/M1893 # CAR/M1893 DIE CATEGORY VARIETIES

Pack Pizza Fun Pack PizzaPizza Fun PackFun Cracker Stackers

Fun Pack Chicken Fun Pack Mexican Fun Pack Chicken Uploaded Chicken Mexican

Cracker Stackers

Chicken

SKU 00673 SKU 00674 SKU 00677 SKU 36115 00673 00674 SKU 006772.8oz 36115 WT 2.9oz & 6floz; 6& Colors 3.1oz & 6floz; 6&SKU Colors WT & 6floz; 6& Colors WT 4.6oz & 6floz; 6 Colors WT 4.7oz & 6floz; 6 Colors WT 3.8oz &SKU6floz; 6 PMS Colors WT 4.6oz 6floz; 6 Colors WTSKU WT 4.7oz 6floz; 6PMS Colors WT 3.8oz 6floz; 6 Colors PMS 288 2915 PMS 723 340 PMS 288 PMS 2915 PMS 723 PMS 340 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 DIE # CAR/M1893 DIE # CAR/M1893 DIE # CAR/M1893 DIE # CAR/M1893 DIE # CAR/M1893 DIE # CAR/M1893 DIE # CAR/M1893 DIE # CAR/M1893

Fun Pack Cracker Stackers Fun Pack Cracker Stackers

floz; 6 Colors

WT 2.9oz 2.9oz & & 6floz; 6floz; 66 Colors Colors WT

SKU 00674 00673 SKU PMS 2915 288 PMS PMS 124 124 PMS DIE ## CAR/M1893 CAR/M1893 DIE

floz; 6 Colors

PMS 124 WT 4.7oz 4.6oz & & 6floz; 6floz; 66 Colors Colors 6 Colors 93Pack nfloz; Cracker DIEWT #Stackers CAR/M1893

floz; 6 Colors

93 3 93

Subs UploadedUploaded Subs Uploaded Pizza Uploaded Mexican Uploaded Pizza 5oz & 10floz; 6 WT Colors WT 65.5oz & 10floz; 6 WT Colors 5oz & 10floz; 6 Co WT 5oz & 10floz;WT 6 Colors 5.5oz & 10floz; Colors 5oz & 10floz;WT 6 Colors

WT6 2.5oz WT6 2.9oz WT6 5.1oz WT 2.5oz & 6floz; Colors& 6floz; 6 Colors WT 2.9oz & 6floz; Colors& 6floz; 6 Colors WT 5.1oz & 6floz; Colors& 6floz; 6 Colors

WT 2.8oz 3.1oz & & 6floz; 6floz; 66 Colors Colors WT

Uploaded Chicken

WT 2.8oz & 5.6oz 6floz; & 6 Colors WT 10floz; 6 Colors

Uploaded Chicken Uploaded Mexican WT 4.1oz 5.6oz & & 10floz; 10floz; 66 Colors Colors WT

WT 5.3oz 4.1oz & & 10floz; 10floz; 66 Colors Colors WT

SKU 36148 SKU 36116 SKU 36117 SKU 36148 SKU 36116 SKU 36117 PMS 2925 PMS 2768 PMS 4695 PMS 2925 PMS 2768 PMS 4695 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 SKU 00677 SKU SKU 06960 06959DIE # CAR/M1893 SKU 07011 06960 36115 SKU 06959DIE # CAR/M1893 SKU DIE #36115 CAR/M1893 DIE # CAR/M1893 DIE # CAR/M1893 DIE # CAR/M1893 PMS 723 PMS 340 PMS 255 PMS 138 255 PMS 241 138 340 PMS PMS 124 PMS 124 DIE ## CAR/10177904 CAR/10177904 DIE # CAR/10177904 DIE DIE # CAR/10177904 Pack Pizza DIE # CAR/M1893 Pack DIE # Fun CAR/M1893 Pack Fun Pizza Fun Pack Fun Chicken

WT 5.1oz 2.9oz & & 6floz; 6floz; 66 Colors Colors WT

WT 4.7oz 5.3oz & & 10floz; 10floz; 66 Colors Colors WT

WT 4.7oz & 10floz; 6 Colors

SKU 06956 SKU 06957 SKU 07009 SKU 06956 SKU 06957 SKU 07009 SKU 06958 07011 SKU 06958 PMS 288 PMS 2915 PMS 368 PMS 288 PMS 2915 PMS 368 PMS 200 241 200 DIEPMS # CAR/10177904 DIE # CAR/10177904 DIE # CAR/10177904 DIE # CAR/10177904 DIE # CAR/10177904 DIE # CAR/10177904 DIE # CAR/10177904 DIE # CAR/10177904

Chicken

WT 5.1oz & 6floz; 6 Colors WT6 4.6oz WT6 4.7oz WT6 3.8oz & 6floz; 6 Colors WT6 4.7oz WT 4.6oz & 6floz; Colors& 6floz; 6 Colors WT 4.7oz & 6floz; Colors& 6floz; 6 Colors WT 3.8oz & 6floz; Colors WT 4.7oz & 6floz; Colors& 6floz; 6 Colors Uploaded Subs

DIE # CAR/M1893

Lunchables w/Fruit (LWF) Lunchables w/Fruit (LWF)

WT 5oz & 10floz; 6 Colors WT 5. Snackers (Bulk Nuggets) Snackers (Bulk Nuggets) LUNCHABLES

PMS 4504 PMS 4504 PMS 4504 PMS 368 PMS 124 PMS 288 PMS 124 PMS 4504 PMS 4504 PMS 4504 PMS 124 PMS 2915 PMS 124 (Top Load Carton) (Top Load Carton) DIE ## CAR/10177904 CAR/10177904 DIE # CAR/10177904 PMS 7739 DIE # CAR/10177904 PMS 7739 PMS 7739 PMS 7739 DIE DIE # CAR/10177904 DIE # CAR/M1893 PMS 7739 PMS 7739 DIE # CAR/M1893 DIE # CAR/M1893 DIE # CAR/M1893 DIE # CAR/10157860DIE # CAR/10157860 DIE # CAR/10157860 DIE # CAR/10157860 SKU 36115 SKU 06959 SKU 06960 SKU 07011 SKU 06958 DIE # CAR/10157860 DIE # CAR/10157860 Fun Pack ChickenPMS 255 Chicken PMS 340 PMS 138 PMS 241 PMS 200 Lunchables w/Fruit Pack Mexican (Bulk(LWF) Nuggets) Fun Pack Fun Mexican Snackers Nuggets) Lunchables w/Fruit (LWF) PMS 124 DIE # CAR/10177904 DIE # CAR/10177904 DIE Snackers #(Bulk CAR/10177904 DIE # CAR/10177904 WT 3.8oz & 6floz; 6 Colors WT 4.7oz & 6floz; 6 Colors WT 4.7oz & 6floz; 6 Colors Lunchables w/Smoothie (LWS) Lunchables w/Smoothie (LWS) Uploaded Pizza Uploaded ChickenWT6 4.7oz Uploaded Mexican DIE # CAR/M1893 WT 7.5oz 7.5oz & & 6floz; 6floz; Colors7 Colors WT 7.2oz 7.5oz & 6floz; 6floz; Colors7 Colors WT 7.2oz & 6floz; 6 Colors & 6floz; WT 4.7oz & 6floz; Colors WT 9.8oz; 7 Colors WT 9.8oz; 7 Colors WT 7.5oz 6&Colors 6floz; 6 Colors WT Colors WT & Colors WT669.8oz; WT669.8oz; WT 4.2oz & 4.54floz;WT 5 Colors WT 4.2oz & 4.54floz; WT 6 Colors WT 64oz & 4.54floz; 6 Co WT 4.2oz & 4.54floz; 5 Colors 4.2oz & 4.54floz; 6 Colors 4oz & 4.54floz; Colors WT 4.1oz WT 5.3oz 6 Colors WT 07011 4.7oz 36115WT 5.6oz & 10floz; 6 Colors SKU 06959& 10floz; 6 Colors SKU 06960 SKU 06958 Uploaded SKU 00677 SKU 36115 SKU 06959& 10floz; Subs 06960& 10floz; 6 Colors SKU 07011 SKU 06958 340 PMS PMS 241 200 PMS 723 PMS 340 PMS 255 PMS 138 255 138 PMS 241 PMS 200 5oz & 10floz; 6 Colors WT 5.5oz & 10floz; 6 Colors 5oz & 10floz; 6 Colors DIEWT # CAR/10177904 DIE DIEWT # CAR/10177904 PMS 124 PMS 124 DIE ## CAR/10177904 CAR/10177904 DIE # CAR/10177904 DIE # CAR/10177904 DIE # CAR/M1893 DIE # CAR/M1893

FunPack PackPack Pizza Mexican Fun Pack Fun Fun Mexican

SKU 00674

Fun Pack Pizza PMS 2915

SKU 00677 00674 SKU PMS 723 2915 PMS PMS 124 124 PMS DIE ## CAR/M1893 CAR/M1893 DIE

SKU 00677 PMS 723 PMS 124 WT 4.7oz & & 6floz; 6floz; 66 Colors Colors 3.8oz DIEWT # CAR/M1893

2.8oz WT 5.1oz&&6floz; 6floz;66Colors SKU 00677 SKU 00674 WT 4.7oz &WT 6floz; 6 Colors Colors WT 4.7oz & 6floz; 6 Colors PMS PMS 723 2915

WT 3.1oz WT 2.9oz&&6floz; 6floz;66Colors Colors SKU 00674 SKU 00673 PMS PMS 2915 288 PMS PMS 124 124 DIE DIE ## CAR/M1893 CAR/M1893 WT 2.9oz 2.5oz & 6floz; 6 Colors

SKU 36113 36114 SKU PMS 200 166 PMS PMS 4504 SKU 00677 PMS 4504 SKU 36116 124 PMS PMS 124 PMS723 2768 DIE CAR/M1893 PMS 124 DIE ## CAR/M1893 PMS 124 DIE DIE##CAR/M1893 CAR/M1893

PMS PMS 124 124 DIE DIE ## CAR/M1893 CAR/M1893

WT 5.1oz 2.9oz & 6floz; 6 Colors

WT 5.1oz & 6floz; 6 Colors

WT 9.8oz; 7 Colors WT 9.8oz; 7 Colors

Uploaded Subs

WT 9.8oz; 7 Colors WT 9.8oz; 7 Colors

Uploaded Subs

WT 5oz & 10floz; 6 Colors WT 10floz;66Colors Colors WT5.5oz 5oz &&10floz; WT5.5oz 5oz &&10floz; WT 10floz;66Colors Colors WT 5oz & 10floz; 6 Colors SKU 36123 00680 SKU 36123 SKU PMS 255 255 PMS 255 PMS 06564 06567 SKU 06568 SKU 00679 SKU 06564 SKU 06567 SKU 06568 SKU 00679 PMS 124 124 PMS PMS 288 723 PMS 2597 SKU 06558 SKU 06560 SKU 06561 SKU 06558 SKU 06560 SKU 06561 SKU 06959 PMS 138 SKU 06960 SKUPMS 07011 SKU 06958 PMS 124 138 PMS 288 723 PMS 2597 DIE ## CAR/M1893 CAR/M1893 # CAR/M1893 DIE PMS 200 PMS 4504 PMS 7685 PMS 255 PMS 200 PMS 7685 PMS 255 PMS 200 PMS 255 PMS 4504 DIEPMS PMS PMS PMS 4504 PMS 138 4504 PMS 241 4504 4504 (Top (Top Load SKU 06562 SKU 06563 PMS 7739 PMS 4504 PMS 4504 PMS 4504 SKU 06562 SKU 06563 PMS 4504 PMS 4504 PMS 4504 DIE #Carton) CAR/10177904 DIE #Carton) CAR/10177904 DIE # 06957 CAR/10177904 DIE # 07009 CAR/10177904 SKU 06956 SKU SKU PMS Load 124 PMS 7739 PMS 7739 PMS 7739 PMS 124 PMS 368 PMS 299 DIE # CAR/10157860 PMS 7685 PMS 7685 PMS 7685 PMS 7685 PMS 7685 PMS 7685 288 2915 PMS 368 368 PMS 299 DIE # CAR/M1893 DIE PMS # CAR/10157860 DIEPMS # CAR/10157860 DIEPMS # CAR/10157860 DIE # CAR/M1893 DIE # PLD/M1886 DIE # PLD/M1886 DIE # CAR/M1888 DIE # CAR/M1888 DIE # CAR/M1888 DIE # CAR/M1888 DIE # CAR/M1888 DIE # PLD/M1886 DIE # PLD/M1886 DIE # CAR/M1888 DIE # CAR/10177904 DIE # CAR/10177904 DIE # CAR/10177904 Uploaded Subs [2 Whites] [2 Whites] [2 Whites] [2 Whites] SKU SKU 36117 36116 Snackers (Bulk SKUNuggets) 36117 Snackers (Bulk Nuggets) Lunchables w/Smoothie (LWS) Lunchables w/Smoothie (LWS) Fun Pack Chicken PMS PMS 4695 2768 PMS 4695 WT 9.8oz; 9.8oz; Colors WTSKU 9.8oz; 7 Colors WT 5oz & 10floz; 6 Colors WT 5.5oz & 10floz; 6 Colors Lunchables WT 5oz & 10floz; 6 Colors(LWF) WT 9.8oz; 7 Colors WT 77 Colors 06956 SKU SKU 07009 w/Fruit SKU 06957 06956 06957 SKU 07009 PMS 124 PMS 124 PMS 124 WT 4.2oz & 4.54floz; 4.54floz; 65 Colors Colors WT 4.2oz 4.54floz;66Colors Colors WT 4oz & 4.54floz; 6 Colors WTPMS 4.2oz & 4.54floz; 5 Colors WT 4.2oz & WT 4oz368 &&4.54floz; WT 3.8oz & 6floz; 6 Colors WT 4.7oz & 6floz; 6 Colors 288 PMS 2915 PMS PMS 288 2915 PMS 368 DIE DIE ## CAR/M1893 CAR/M1893 DIE # CAR/M1893 WT 7.5oz & 6floz; 6 Colors WT 7.5oz & 6floz; 6 Colors WT 7.2oz & 6floz; 6 Colors DIE # CAR/10177904 DIE DIE # CAR/10177904 DIE ## CAR/10177904 CAR/10177904 DIE # CAR/10177904

SKU 00680 36113 PMS 255 200 PMS 124 4504 SKU 36115 SKU 36117 DIEPMS # CAR/M1893 PMS 124 340 4695 DIEPMS # CAR/M1893 124 PMS 124 DIE DIE ## CAR/M1893 CAR/M1893

SKU 36116 SKU 36117 WT36116 5.1oz & 6floz; 6 Colors Fun Pack Mexican SKU SKU 36148 Fun Pack Pizza LUNCHABLES LUNCHABLES LUNCHABLES PMS PMS 2768 2925 WT 4.7oz & 6floz; 6 Colors floz; 6 Colors PMS 2768 PMS 4695LUNCHABLES PMS PMS 124 124 floz; 6 Colors WT 4.7oz & 6floz; 6 Colors 93 ## CAR/M1893 DIEUnvarying CAR/M1893 • DIE differentiator SKU 06956 PMS 124 approach; color bar primary PMS 124 Fun Pack Pizza Fun Pack PMS 288 Pack Pizza within Pack Chicken DIE # CAR/M1893 DIE # Fun CAR/M1893 • Color notFunconsistent skuChicken Lunchables w/Fruit (LWF) Lunchables w/Fruit (LWF) floz; 6 Colors WT 4.7oz WT 3.8oz WT 4.7oz 4.6oz & 6floz; 6 Colors 4.7oz & 6floz; 6 Colors 3.8oz & 6floz; 6 Colors WT 4.7oz & 6floz; 6 Colors DIE # CAR/10177904 SKUSKU 00679 00679 WT 7.5oz & 6floz; 6 Colors WT 7.5oz & 6floz; 6 Colors WT 7.2oz 7.5oz & 6floz; 6 Colors WT 7.2oz & 6floz; 6 Colors • SKUVertical pattern reinforces rigid delineation 36117 138 138 PMS PMS 4695 PMS SKU 06956 SKU 06957 SKU 07009 SKU 00679 PMS 124 PackDIESKU Pizza Fun Pack Chicken SKU 00680 SKU 36123 PMS 288 SKU 06558 06560 SKU 06561 45044504 PMS 2915 PMS 368 PMS 138 PMS SKU 06558 SKU 06560 SKU 06561 PMS 3 # 36113 CAR/M1893 PMS 255 PMS 255 PMS 7685 255 PMS 200 DIE # CAR/10177904 DIE # 06564 CAR/10177904 DIE # 06567 CAR/10177904 4504 PMS 7685 PMS 255 PMS 200 SKU SKU SKU 06568 PMS 200 PMS 124 SKU 06562 PMS 124 SKU 06563 PMS 4504 PMS 4504 4504 PMS 4504 PMS 4504 124 PMS SKU 06562 SKU 06563 PMS PMS SKU 06562 SKUSKU 06563 288 723 PMS 4504 2597 SKU 06562 06563 124 PMS 124 DIEPMS # CAR/M1893 PMS 368 DIEPMS # CAR/M1893 PMS 299PMS 7685 PMS 7685 7685 PMS 7685 PMS 7685 Fun Pack Chicken DIEPMS #WT CAR/M1893 368 299 PMS 4504 4504 4504 124 4.7oz 93 & 6floz; 6 Colors WT 3.8oz & 6floz; 6 Colors rs WT 4.7oz & 6floz; 6 Colors DIE # PLD/M1886 Load Carton) DIELunchables # PLD/M1886 DIEPMS CAR/M1888 DIE # CAR/M1888 DIE # PLD/M1886 DIE(Top # PLD/M1886 DIEPMS # CAR/M1888 ## CAR/M1888 DIE # CAR/M1888 7739 w/Fruit (LWF)DIE 7739 PMS 7739 93 DIE # CAR/M1893 PMSPMS 368 PMSPMS 299 299 368 DIE #6 CAR/M1893 DIE # CAR/M1893 floz; 6 Colors WT 3.8oz & 6floz; Colors 4.7oz & 6floz; 6 Colors SKU 00680 SKU 36123 [2 Whites] Whites] [2 Whites] SKU 00680 SKU 36123 [2WT Whites] [2 SKU DIE # CAR/10157860 DIE # CAR/10157860 DIE # CAR/10157860 SKU 36113 36114 SKU 36113 WT 7.5oz & 6floz; 6 Colors WT 7.5oz & 6floz; 6 Colors WT 7.5oz & 6floz; 6 Colors WT 7.2oz & 6floz; 6 Colors

floz; 6 Colors Mexican

WT 4. W

Uploaded Subs SKU 00680 SKU 36123 SKU 00680 36123 WT6 7.5oz & 6floz;00679 6 Colors WT6 7.5oz WT6 7.2oz & 6floz;06 6 Co WT 7.5oz &SKU 6floz; Colors WT 7.5oz & 6floz; Colors& 6floz; 6 Colors WT 7.2oz & 6floz; Colors SKUSKU 00674 SKUSKU 00677 SKU 36115 SKU 06959 SKU 36114 36113 SKU 36114 SKU SKU 36113 WT 5oz & 10floz; WT 10floz;66Colors Colors WT 5oz & 10floz; 6 Colors WT 5oz & 10floz; 6 Colors WT 5.5oz & 10floz;66Colors Colors WT5.5oz 5oz &&10floz; PMS 255 255 255 255 PMS 2915 PMSPMS 723PMS PMS 340PMS PMS 255138 PMS Uploaded Pizza PMSPMS Fun Pack Cracker Uploaded Chicken Uploaded Mexican SKU PMS 166 200 200 PMS 166Stackers PMS WT 2.9oz & 6floz; 6 Colors WT 3.1oz & 6floz; 6 Colors WT 2.8oz & 6floz; 6 Colors WT 5.6oz & 10floz; 6 Colors WT 4.1oz & 10floz; 6 PMS Colors PMS WT 5.3oz & 10floz; 6 Colors WT 4.7oz & 10floz; 6 Colors PMS 124 PMS 124 4504 PMSPMS 124PMS PMSPMS 124PMS PMS 124 124 124 DIE # CAR/10177904 DIE # CP 45044504 45044504 PMS DIE # CAR/M1893 DIE DIE # CAR/M1893 DIE # CAR/M1893 # CAR/M1893 DIE # Fun CAR/M1893 DIE # CAR/M1893 DIE # CAR/M1893 P PMS 124 124 124 PMS 124 PMS 124 Uploaded Pizza Pack Cracker Stackers Uploaded Chicken Uploaded Mexican Uploaded Pizza Fun Pack Cracker Stackers PMSPMS Uploaded Chicken Uploaded Mexican Load Load Carton) WT36148 2.9oz & 6floz; Colors WT36116 3.1oz WT36117 2.8oz 6 Colors WT & Colors 10floz; 6 Colors WT 4.1oz & 10floz; 6 Colors & 10floz; 6 Colors 2.9oz & 6floz; 6 Colors 3.1oz & 6floz; 2.8oz & 5.6oz 6floz;SKU 6 5.6ozSKU 4.1ozSKU 5.3oz & 10floz; 6 Colors (Top WT(Top 4.7oz & 10floz; 6CAR/M1893 Colors P SKU 00680WT 5.3oz SKU 36123WT 4.7oz DIE #6CAR/M1893 DIE # CAR/M1893 00680 36123 DIE # CAR/M1893 DIE #Carton) #SKUWT CAR/M1893 SKU SKU SKU 36114 SKU 36113 SKU DIE 36114 36113 SKU 36116 SKU 36117 PMS 255 PMS 255 PMS 255 PMS 255 PMS 2925 PMS 2768 PMS 4695WT 5.1oz SKU 06564 SKU 06567 SKU 06568 WT 6 Colors 6floz; 6 Colors 166 SKU 06564 SKU 06567 SKU 06568 PMS 200 PMS 166 & PMS PMS 200 PMS 2768 2.9oz & 6floz; PMS 4695 PMS 124 PMS 124 SKU 06957 06956 PMS 124 SKU 07009 06957 PMS 124 SKU 07009 PMS 124 124 PMS 124 124 PMS 124 SKU 06956 PMS 4504 PMS 288 PMS 723 PMS 2597 Up SKU PMS 4504 PMS 288 PMS 723 PMS 2597 PMS 4504 DIE PMS 4504 PMS PMS DIE # CAR/M1893 DIE # CAR/M1893 DIE # CAR/M1893 DIE # CAR/M1893 PMS 288 PMS 2915 PMS 368 DIE # CAR/M1893 DIE # CAR/M1893 DIE # CAR/M1893 WT 2.9oz 2.5oz & & 6floz; 6floz; 66 Colors Colors WT

DIE # CAR/M1893

floz; floz;66Colors Colors

WT 3.1oz 2.9oz & & 6floz; 6floz; 66 Colors Colors WT

WT 5.6oz & 10floz; Colors WT 4.7oz & 6floz; 6& Colors 4.7oz 6floz; 66Colors WT 4.7oz 6floz; 6 Colors

SKU 06959 SKU 06960 SKU 07011 SKU 06959 SKU 06960 SKU 07011 SKU PMS 255 PMS 138 PMS 241 PMS 255 PMS 138 PMS 241 PM DIE # CAR/10177904 DIE # CAR/10177904 DIE # CAR/10177904DIE # DIE # CAR/10177904 DIE # CAR/10177904 DIE # CAR/10177904

SKU 06 PMS DIE # C SK

11 Luncha

WT 7

FUN PACK | COLOR SYSTEMS CATEGORY PALETTES

CORE PALETTE

Brand Colors

addt’l yellow

Cracker Stackers

Pizza

Chicken

Mexican

Hot Dogs (new)

• Extensive palette with similar hues across SKUs • Subtle colors within prod lines difficult to differentiate • Category palettes dilute brand colors • Low contrast between hues

Basics 3-Cell (REGS) WT 3.2oz; 7 Colors

WT 3.2oz; 7 Colors

Basics S

WT 3.2oz; 7 Colors

WT 2.25oz; 6 Colors

FUN PACK | FORMAT CONSIDERATION

SKU 02454 PMS 174 PMS 4504 Front Film DIE # D-71497B Back Card DIE # CAR/M1463

SKU 02455 PMS 288 PMS 4504 Front Film DIE # D-71497B PLD 145 Back Card DIE # 4-Cell CAR/M1463

Sub w/Treat Fun Pack Cracker Stackers Basics Sub w/Treat

Fun Pack

olors 25oz; 6 Colors

T 3.2oz; 7 Colors

WT 2.9oz & 6floz; 6 3.7oz; Colors WT 3.1ozWT & 3.7oz; 6floz;5 6Colors Colors WT 5 Colors Basics 3-Cell (REGS) WT 3.2oz; 7 Colors

WT 3.2oz; 7 Colors

SKU 02458 PMS 4695 PMS 4504 Front Film DIE # D-71497B Back Card DIE # CAR/M1463

Snack Duos (VTP)

WT 3.5oz; 6 Colors WT 2.25oz; 6 Colors

SKU 07092 PMS 200 Front Film DIE # D-71497B Back Card DIE # CAR/M1463

SKU 36000 SKU 02455 SKU 02458 SKU 07092 PMS 4695 PMS 288 PMS 4695 PMS 200 SKU 00674 SKU 00677 SKU 05831 SKU 05832 Front Film DIE # DIE # PMS 4504 PMS 4504 Front Film PMS 7517 PMS 288 PMS 2915 PLD 131 Front Film DIE # PMS 4504 Front Film PMS DIE # 723PMS 4504 D-71497B PLD 16ACard DIE # D-71497B D-71497B Back PMS 124 PMS 124 Back Card DIE # PLD 145 DIE # Back Card DIE # DIE # CAR/M1463 DIE # CAR/M1893 DIE # CAR/M1893 Carton-10156856 CAR/M1463 Back Card DIE # Carton-10156856 CAR/M1463 CAR/M1463

olors

T 3.5oz; 6 Colors

Basics Nachos WT 2.9oz & 6floz; 6 Colors WT 5.1oz & 6floz; 6 Colors Basics 4-Cell (KWT) WT 4.4oz; 7 Colors WT 3.4oz; 6 Colors

WT 3.1oz; 6 Colors

WT 3.4oz; 6 Colors

Snack Duos Uploaded Chicken

WT 3.4oz; 6 Colors WT 3.2oz; 7 Colors WT 3.7oz; 5 Colors

WT 3.1oz; 6 Colors WT 3.2oz; 7 Colors WT 3.7oz; 5 Colors

WT 3.4oz; 6 Colors WT 3.2oz; 7 Colors

WT 3.66oz; 5 Co

SKU 36062 PMS 2925 Front Film DIE # PLD 130 Back Card DIE # CAR/M1407

SKU 02454 SKU 02455 SKU 02458 SKU 36001 SKU 36002 SKU 36147 PMS 174 PMS 288 PMS 4695 PMS 2915 SKU 05831 PMS WT 340 3.66oz; PMS 723 SKU 5 05832 SKU 36115 SKU 06959 Colors PMS 4504 PMS 4504 PMS 4504 Front Film DIE # Front Film DIE # Front Film DIE # PMS 7517 PMS 288 Front Film DIE # Front Film DIE # Front Film DIE # PMS 340 PMS 255 PLD 131 PLD 131 PLD 131 PMS 4504 PMS 4504 D-71497B SKU D-71497B 36066 D-71497B Back Card DIE #DIE # PDL 16A Back Card DIE # DIE # PMS 124Back DIE # CAR/10177904 Card DIE # PLD4695 145 Back Card DIE # PMS CAR/M1463 Carton-10156856Back Card DIE # Carton-10156856 CAR/M1463 CAR/M1463 BackFilm Card DIE## CAR/M1463 DIE # CAR/M1893 Front DIE CAR/M1463 CAR/M1463

PLD 130 Basics Chicken Back Card DIE Basics # 4-Cell (KWT) CAR/M1407 WT 4.3oz; 7 Colors WT 4.2oz; 6 Colors

Basics Pizza

WT 4.2oz; 7 Colors WT 3.5oz; 6 Colors

• Strict uniformity throughout • Very subtle color and pattern differentiators

CAR/M1463

SKU 02411 SKU 36000 PMS 166 PMS 4695 PMS 4504 Front Film DIE # Front Film DIE # PLD 131 PLD D-74830C PLD 16A Back Card DIE # Back Card DIE # CAR/M1463 CAR/M1463

WT 2.25oz; 6 Colors

WT 3.66oz; 5 Colors

WT 3.4oz; 6 Colors

WT 3.1oz; 6 Colors

WT 5oz & 10floz; 6 Colors

WT 3.4oz; 5 Colors

SKU 36035 SKU 36117 PMS 138 SKU 36002 SKU 36147 PMS 4504 PMS 340 PMS 723 PMS 4695 Front Front Film DIE Front Film DIE # Film# DIE # PMS 124 PLD D-74830C PLD 131 PLD 131 Back Back Card DIE PDL 16A # CAR/M1893 Card# DIE # DIE CAR/M1463 Back Card DIE # CAR/M1463 CAR/M1463

4-Cell (KWT) Basics 3-Cell (REGS) WT 2.8oz & Basics 6floz; 6 Colors WT 5.6oz & 10floz; 6 Colors WT 4.1oz Basics Sub w/Treat Snack Duos (VTP)& 10floz; 6

.4oz; 6 Colors

SKU 36116 SKU 36001 PMS 2915 PMS 2768 Front Film DIE # PMS 124 PLD 131 Back Card DIE # DIE # CAR/M1893

SKU 05831 PMS 7517 PMS 4504 DIE # Carton-10156856

3-Cell

SKU 36062 PMS 2925 Front Film DIE # PLD 130 Back Card DIE # CAR/M1407

92 2454 S00 174 S 4504# m DIE ilm DIE # 97B 1497B d DIE Card DIE# # M1463 R/M1463

000 4695 lm DIE # 131 716A 23 ard DIE # DIE # /M1463

WT 3.7oz; 5 Colors

SKU 06392 PMS 4320 Front Film DIE # PLD 130-1 Back Card DIE # CAR/M1407

SKU 02410 SKU 06357 SKU 36001 SKU 36002 PMS 200 PMS 255 PMS 2915 PMS 340 PMS 4504 Front Film DIE # Front Film DIE # Front Film DIE # Front Film DIE # PLD D-74830C PLD 131 PLD 131 WT 3.4oz; 5 Colors SKU 06956 PLD D-74830C PLD 148A Back Card DIE # PDL 16A ROL/M1669 Card DIE # PMSBack 288 CAR/M1463 Back Card DIE # SKU 06393 Back Card DIE # CAR/M1463 CAR/M1463 DIE # CAR/10177904 CAR/M1463 PMS 368

SKU 07092 PMS 200 WT# 3.66oz; 5 Co SKU Front06960 Film DIE D-71497B PMS 138 SKU 36066 Back Card DIE # PMS 4695 DIE CAR/M1463 # CAR/10177904 Front Film DIE # PLD 130 Back Card DIE # CAR/M1407

Uploaded S WT 3.4oz; 6 Colors

WT 5.5oz & 10floz; 6

WT 3.4oz; 5 Colo

SKU 06392 PMS 4320 Front Film DIE # PLD 130-1 Back Card DIE # CAR/M1407

WT 3.4oz; 5 Colo SKU 36147 PMS 723 SKU 06393 Front Film DIE # PMS 368 131 SKUPLD 06957 Front Film DIE # 13 Back Card DIE # PLD PMS 2915 130-1 CAR/M1463 Back Card DIE # DIE # CAR/10177904 CAR/M1407

Key Takeaways/Opportunities • Yellow is strength (historic equity and defines brand shelf area) and weakness (lacks contrast and common in section) - modernize the use of the iconic yellow and strengthen/leverage core brand equity • Bring branding forward (current design dilutes brand through competing elements) - reinforce Lunchables as the category leader - build cool brand credibility with thoughtful, relevant details that shows understanding of target landscape - support “Bring It” strategy and attitude • Emotional vs. informational - target landscape all about conveying experience and brand pov - shift focus from literal product to brand experience (food depicted graphically as part of overall design) - popular category brands have high-energy graphics and color • Wide variety necessitates clear consumer-friendly system - variety as part of positive brand experience, rather than confusing/overwhelming - improve visibility and recognition of product distinctions/identifiers - improve visual hierarchy for better navigation through brand portfolio

Guiding Design Principles • Embody spirit of target and reflect aged-up youth landscape - youth culture about discovery, creativity, experimentation, constantly changing interests - imagery that’s reflective of and appealing to kids • Commitment to “Bring It” - all elements should work to express and support attitude - show brand conviction by making bold choices that demonstrate clear pov • Smart design - incorporate visual cues that connect product lines but leave room for brand personality - look that resonates with audience without sacrificing functionality - move design/brand forward with purpose (no lateral moves)

Initial Design Directions

Design Direction 1: Clear & Organized • Improved visual hierarchy • Enhanced branding • Simplified graphics • Updated type

DESIGN DIRECTION 1 | INSPIRATION

DESIGN DIRECTION 1 | EXPLORATION

Design Direction 2: Modular & Adaptable • Flexible system that can highlight information while also creating differentiation • Better use of space with more integration between elements • Introduce more playful type, subtle texture and graphic detail

DESIGN DIRECTION 2 | INSPIRATION

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DESIGN DIRECTION 2 | EXPLORATION

Design Direction 3: Exuberant & Playful • Highlights the inherent creativity behind Lunchables • More prominent branding, graphics, texture • Integrated design with all-over graphics/visuals

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DESIGN DIRECTION 3 | INSPIRATION

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DESIGN DIRECTION 3 | EXPLORATION

Design Direction 4: Audacious & Impulsive • Breaks boundaries, doesn’t follow rules • Introduces new food treatments • Bold type with attitude • Heavy use of texture • Changes use of die cut

DESIGN DIRECTION 4 | INSPIRATION

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DESIGN DIRECTION 4 | EXPLORATION