BRAND REPOSITIONING ICY HOT BUSINESS PROBLEM Icy Hot was in a category characterized by elderly arthritic women. A “can’t do” market segment that was declining as the target aged. The brand asked, “Why are we in a knitting circle when we should be in a locker room?” IDEA KWG and Icy Hot developed a multi-angled attack to speak to a much broader, more active audience. Icy Hot launched product extensions such as patches, rolls, and sprays to appeal to a more active lifestyle, with active sports-related messages to match. Active influencers like Shaq were selected to deliver the product story. To get the message out, we developed a unique and cost-effective media strategy to reach the target audience with relevance and frequency. RESULTS Icy Hot’s new media strategy TRIPLED THE SIZE OF THE BRAND, besting the established category leader with half their spending. Since then, retail sets have expanded and the category, led by Icy Hot, has GROWN DOUBLE DIGITS YEAR-OVER-YEAR FOR OVER A DECADE. WORK SHAQ SIZZLE REEL 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

FEED Karlen Williams Graybill Sep 13 Welcome Our Newest Kwg Members We are thrilled to introduce you all to our newest KWGers, Alyssa Aiello & Nathalie Robles. Alyssa recently joined KWG as a Media Planning Supervisor. She is a Marymount Manhattan College graduate with a BA in Communications and a minor in Business Management. Since graduating she has worked as a Client Analyst at GroupM, a Digital Marketing Analyst for clients such as HBO and MetLife at Merkle, and most recently on the Planning and Account team at MediaCom for eBay and Siemens Healthcare. Alyssa loves traveling, baking and spending time with family in her free time. Nathalie just joined the KWG family as an Assistant Billing Coordinator. She is very excited to be part of the company. She has been in the customer service industry for 10 years. Spanish is her 2nd language. Nathalie comes from a fashion industry where she was a Buyer Assistant for almost 2 years. One of her strengths is her attention to detail. She prides herself on following through and meeting deadlines. She is very ambitious and driven when it comes to work, constantly challenging herself to do better. She loves to watch movies, go on walks and spending time with her baby boy. 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