SUMMER FRIDAYS OCEAN SPRAY BUSINESS PROBLEM Cranberry juice historically appealed to an aging target. But Ocean Spray’s health-forward collab with nature messaging was ripe for a millennial audience. We needed an activation to drive awareness and engagement with this younger audience and connect it to the consumption of Ocean Spray. IDEA Ocean Spray collaborated with Buzzfeed to reinvent a beloved summer routine, the Summer Friday, further redefining what that weekly ritual meant to consumers in the context of COVID-19. Whether you’re finishing off a long week of work or just because IT’S FRIDAY, everyone deserves to wind down, relax and feel closer to nature in their own way. That could mean getting outside if you can, spending time with the kids or relaxing with a refreshing drink. Through branded content and curated posts from BuzzFeed, we showed consumers how we #SummerFriday by connecting/collabing with nature. We offered tips and recipes for how to Summer Friday like a pro, close to home. RESULTS Buzzfeed content SPARKED SUMMER FRIDAY INSPIRATION and DROVE ACTION. The branded content and curated posts campaign outperformed goals, delivering +39MM IMPRESSIONS and +7MM VIEWS, garnering mass awareness for Ocean Spray’s Summer Friday. In addition, custom content drove consumer engagement and visits to the Ocean Spray site with click-through rates ranging from 4.6x-7.8x ABOVE BENCHMARK. WORK SOCIAL MEDIA POSTS TASTY VIDEOS ORIGINAL SOCIAL ASSETS SHORT FORM VIDEOS MORE WORK GOLD BOND ICY HOT MOMSPLAINING FLIP THE SCRIPT BEST BAR EVER Rx TO OTC SUMMER FRIDAYS MENU A P P R O A C H W O R K S E R V I C E S P E O P L E F E E D C O N T A C T PARTNERS WE'VE WOrKED WITH ©Karlen Williams Graybill Advertising, Inc

FLIP THE SCRIPT OSTEO BI-FLEX BUSINESS PROBLEM The #1 Joint Care Brand was losing its edge. Sales eroded as consumers found joint health supplements confusing and not relevant to their lives. Yet, with almost 1 in 3 Americans still working at age 66 and over 12% of them suffering from joint limitations, the brand needed to find a way to get people the help they needed. IDEA KWG and Osteo Bi-Flex worked together to mine the insight of a mind/body disconnect with older joint sufferers. Consumers told us they felt much younger in their minds and wanted to keep moving in order to do the things they wanted, and needed, to do in life. Osteo Bi-Flex’s science-backed promise of nourishing and strengthening joints for the long-term fed this insight. Our Flip the Script campaign created a platform for telling authentic and relatable stories of people who were made to move and exactly how Osteo Bi-Flex was made to help. Targeted media enables us to speak to sufferers in the precise moments where joint pain affects them physically and emotionally. RESULTS Osteo Bi-Flex SALES ROSE 25.5% at our top 5 retailers after just 5 weeks of campaign support. We continue to be the category leader. WORK TV SOCIAL MEDIA MORE WORK GOLD BOND ICY HOT MOMSPLAINING FLIP THE SCRIPT BEST BAR EVER Rx TO OTC SUMMER FRIDAYS MENU A P P R O A C H W O R K S E R V I C E S P E O P L E F E E D C O N T A C T PARTNERS WE'VE WOrKED WITH ©Karlen Williams Graybill Advertising, Inc