SCHEDULE 14A
(Rule 14a-101)
INFORMATION REQUIRED IN PROXY STATEMENT
Proxy Statement Pursuant to Section 14(a) of
the Securities Exchange Act of 1934
(Amendment No. )
Filed by the Registrant ☒ Filed by a Party other than the Registrant ☐
Check the appropriate box:
| ☐ | Preliminary Proxy Statement | |
| ☐ | Confidential, for Use of the Commission Only (as permitted by Rule 14a-6(e)(2)) | |
| ☐ | Definitive Proxy Statement | |
| ☐ | Definitive Additional Materials | |
| ☒ | Soliciting material Pursuant to Rule 14a-12 | |
Newell Brands Inc.
(Name of Registrant as Specified In Its Charter)
(Name of Person(s) Filing Proxy Statement, if other than the Registrant)
PAYMENT OF FILING FEE (Check the appropriate box):
| ☒ | No fee required. | |||
| ☐ | Fee computed on table below per Exchange Act Rules 14a-6(i)(1) and 0-11. | |||
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| 2) | Aggregate number of securities to which transaction applies:
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| 3) | Per unit price or other underlying value of transaction computed pursuant to Exchange Act Rule 0-11 (Set forth the amount on which the filing fee is calculated and state how it was determined):
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On March 27, 2018, Newell Brands Inc. (the “Company”) will host an event in Kalamazoo, Michigan for certain Company investors. During the event, the Company will make available certain materials that contain information about the Company’s business plans, research and development progress and other operational analyses. Copies of these materials are attached as Exhibits 1 through 9.
Additional Information
In connection with Newell Brands’ 2018 Annual Meeting of Shareholders, Newell Brands will file with the U.S. Securities and Exchange Commission (the “SEC”) and mail to the shareholders of record entitled to vote at the 2018 Annual Meeting a definitive proxy statement and other documents, including a WHITE proxy card. SHAREHOLDERS ARE ENCOURAGED TO READ THE PROXY STATEMENT AND ALL OTHER RELEVANT DOCUMENTS WHEN FILED WITH THE SEC AND WHEN THEY BECOME AVAILABLE BECAUSE THOSE DOCUMENTS WILL CONTAIN IMPORTANT INFORMATION. When filed with the SEC, the definitive proxy statement and WHITE proxy card will also be mailed to shareholders of record. Investors and other interested parties will be able to obtain the documents free of charge at the SEC’s website, www.sec.gov, or from Newell Brands at its website, www.newellbrands.com, or through a request in writing sent to Newell Brands at 221 River Street, Hoboken, New Jersey, 07030, Attention: General Counsel.
Participants in Solicitation
The Company and its directors and executive officers may be deemed to be participants in the solicitation of proxies in connection with the 2018 Annual Meeting. The participants in the solicitation of proxies in connection with the 2018 Annual Meeting are currently anticipated to be the Company, Patrick D. Campbell, James R. Craigie, Debra A. Crew, Brett Icahn, Andrew Langham, Courtney R. Mather, Michael B. Polk, Judith A. Sprieser, Steven J. Strobel, Michael A. Todman, Ralph Nicoletti, Mark S. Tarchetti, William A. Burke, Bradford Turner, Nancy O’Donnell, Sofya Tsinis, High River Limited Partnership, Hopper Investments LLC, Barberry Corp., Icahn Partners Master Fund LP, Icahn Offshore LP, Icahn Partners LP, Icahn Onshore LP, Icahn Capital LP, IPH GP LLC, Icahn Enterprises Holdings L.P., Icahn Enterprises G.P. Inc., Beckton Corp. and Carl C. Icahn.
As of the date hereof, Ms. Crew beneficially owns 30 shares of common stock of the Company, par value $1.00 (the “Common Stock”). Mr. Craigie beneficially owns 3,175 shares of Common Stock, which includes 1,594 shares held in trusts, 797 shares each, for the benefit of Mr. Craigie’s children. Mr. Polk beneficially owns 1,353,392 shares of Common Stock, which includes 225,872 shares of Common Stock issuable pursuant to stock options and RSUs currently exercisable or exercisable or vesting within 60 days and includes 332,925 shares held in grantor retained annuity trusts for the benefit of Mr. Polk’s children and 47,303 shares held in trust by Mr. Polk’s wife. Mr. Strobel beneficially owns 50,707 shares of Common Stock. Mr. Todman beneficially owns 54,949 shares of Common Stock. Mr. Nicoletti beneficially owns 14,788 shares of Common Stock, which includes 25 shares held in a revocable trust by Mr. Nicoletti’s wife, 193 shares in an IRA and 14,570 held in a revocable trust. Mr. Tarchetti beneficially owns 260,949 shares of Common Stock. Mr. Burke beneficially owns 175,046 shares of Common Stock. Mr. Turner beneficially owns 14,134 shares of Common Stock. Ms. O’Donnell beneficially owns 6,855 shares of Common Stock. As of the date hereof, Ms. Sprieser and Ms. Tsinis do not beneficially own any shares of Common Stock.
As of the date hereof, High River Limited Partnership has sole voting power and sole dispositive power with regard to 6,658,602 shares of Common Stock (including shares of Common Stock underlying forward contracts). Each of Hopper Investments LLC, Barberry Corp. and Mr. Carl C. Icahn has shared voting power and shared dispositive power with regard to such shares of Common Stock. Icahn Partners Master Fund LP has sole voting power and sole dispositive power with regard to 10,836,710 shares of Common Stock (including shares of Common Stock underlying forward contracts). Each of Icahn Offshore LP, Icahn Capital LP, IPH GP LLC, Icahn Enterprises Holdings L.P., Icahn Enterprises G.P. Inc., Beckton Corp. and Mr. Carl C. Icahn has shared voting power and shared dispositive power with regard to such shares of Common Stock. Icahn Partners LP has sole voting power and sole dispositive power with regard to 15,797,701 shares of Common Stock (including shares of Common Stock underlying forward contracts). Each of Icahn Onshore LP, Icahn Capital LP, IPH GP LLC, Icahn Enterprises Holdings L.P., Icahn Enterprises GP, Beckton Corp. and Mr. Carl C. Icahn has shared voting power and shared dispositive power with regard to such shares of Common Stock. Mr. Brett Icahn has sole voting power and sole dispositive power with regard to 500,000 shares of Common Stock, including 250,000 shares of Common Stock beneficially owned by a charitable foundation controlled by Mr. Brett Icahn. As of the date hereof, Messrs. Campbell, Langham and Mather do not beneficially own any shares of Common Stock.
Certain information concerning these participants is also set forth in the Company’s definitive proxy statement, dated March 30, 2017, for its 2017 annual meeting of shareholders as filed with the SEC on Schedule 14A and the Company’s Current Reports, dated August 24, 2017, January 21, 2018, February 16, 2018, February 22, 2018 and March 19, 2018, as filed with the SEC on Form 8-K. Additional information regarding the interests of these participants in the solicitation of proxies in respect of the 2018 Annual Meeting and other relevant materials will be filed with the SEC when they become available.
Caution Concerning Forward-Looking Statements
Statements in these materials, other than those of historical fact, particularly those anticipating future financial performance, business prospects, growth, operating strategies and similar matters, are forward-looking statements within the meaning of the U.S. Private Securities Litigation Reform Act of 1995 and other federal securities laws. These statements generally can be identified by the use of words such as “intend,” “anticipate,” “believe,” “estimate,” “project,” “target,” “plan,” “expect,” “will,” “should,” “would” or similar statements and also comprise projections of the development and impact of future products and revenues arising from our various research and development funnels. The Company cautions that forward-looking statements are not guarantees because there are inherent difficulties in predicting future results. In addition, there are no assurances that the Company will complete any or all of the potential product developments, business plans and other initiatives referenced in these materials. Even if such developments, plans and other initiatives are completed, actual results may differ materially from those expressed or implied in the forward-looking statements. As such, investors should not place undue reliance on any forward-looking statement or projection included in these materials. Important factors that could cause actual results to differ materially from those suggested by the forward-looking statements include, but are not limited to:
| • | uncertainties regarding future actions that may be taken by Starboard Value LP (together with its affiliates, “Starboard”) in furtherance of its stated intention to nominate director candidates for election at Newell Brands’ 2018 Annual Meeting; |
| • | potential operational disruption caused by Starboard’s actions that may make it more difficult to maintain relationships with customers, employees or suppliers; |
| • | the Company’s dependence on the strength of retail, commercial and industrial sectors of the economy in various parts of the world; |
| • | competition with other manufacturers and distributors of consumer products; |
| • | major retailers’ strong bargaining power and consolidation of the Company’s customers; |
| • | the Company’s ability to improve productivity, reduce complexity and streamline operations; |
| • | the Company’s ability to develop innovative new products, to develop, maintain and strengthen end-user brands and to realize the benefits of increased advertising and promotion spend; |
| • | risks related to the Company’s substantial indebtedness, potential increases in interest rates or changes in the Company’s credit ratings; |
| • | the Company’s ability to effectively accelerate its transformation plan and explore and execute its strategic options; |
| • | the Company’s ability to complete planned acquisitions and divestitures, to integrate Jarden and other acquisitions and unexpected costs or expenses associated with acquisitions or dispositions; |
| • | changes in the prices of raw materials and sourced products and the Company’s ability to obtain raw materials and sourced products in a timely manner; |
| • | the risks inherent to the Company’s foreign operations, including currency fluctuations, exchange controls and pricing restrictions; |
| • | a failure of one of the Company’s key information technology systems or related controls; |
| • | future events that could adversely affect the value of the Company’s assets and require impairment charges; |
| • | the impact of United States or foreign regulations on the Company’s operations, including environmental remediation costs; |
| • | the potential inability to attract, retain and motivate key employees; |
| • | the resolution of tax contingencies resulting in additional tax liabilities; |
| • | product liability, product recalls or related regulatory actions; |
| • | the Company’s ability to protect its intellectual property rights; |
| • | significant increases in the funding obligations related to the Company’s pension plans; and |
| • | other factors listed from time to time in the Company’s filings with the SEC including, but not limited to, the Company’s most recent Annual Report on Form 10-K. |
The information contained in these materials is as of the date indicated. The Company assumes no obligation to update any forward-looking statements as a result of new information, future events or developments.
LIVE LEARN WORK PLAY Keeping Up With the Consumer Ecommerce Division Exhibit 1
A new retail ecosystem is emerging Digital-fueled brand relationships are driving new innovative shopping experiences Amazon continues to evolve and differentiate Retail is changing at a rapid pace, driven by consumer expectations and technology innovations. Copyright © 2018 Newell Brands. All Rights Reserved.
Source: NPD US retail health 2017 saw the highest number of bankruptcies and closures since 2008 Copyright © 2018 Newell Brands. All Rights Reserved.
Retail growth is slowing Source: NPD Copyright © 2018 Newell Brands. All Rights Reserved. Rolling 12 months % growth
Now Amazon is bigger than most B&M put together 2017 $220B $30.5B $7B $15B $1.3B $9B $1.9B $418.3B $7.8B WALMART TARGET KOHL’S BEST BUY SEARS MACY’S JCPENNEY AMAZON NORDSTROM $192.7B $51.3B $24.5B $23.5B $22.48B $20.6B $18.3B $16.5B $13.4B 2007 Source: Inc. Magazine Copyright © 2018 Newell Brands. All Rights Reserved.
2013 Discover 2014 Accelerate 2015 Operationalize 2016 Transform 2017 Envision 2018 Innovate Our purpose has always been to collaboratively build toward a future vision rather than react to a current one. Our strategy is to predict and quickly adapt to changing consumer behavior and trends. Evolving consumer habits guide our priorities so that we can deliver exceptional consumer experiences. OUR STRATEGY Global Expansion Copyright © 2018 Newell Brands. All Rights Reserved.
This strategy has uniquely positioned Newell Brands to deliver growth in new ways. Copyright © 2018 Newell Brands. All Rights Reserved.
YESTERDAY... Copyright © 2018 Newell Brands. All Rights Reserved.
commerce WE BROKE FROM A STORE-FIRST APPROACH...
commerce e ...TO A DIGITAL-FIRST APPROACH
Though consumers were increasingly shopping our brands online, they lacked the confidence to hit the buy button. To make it easier for them to choose our products, we updated our capabilities to deliver on digital (rather than physical) shelf expectations. Copyright © 2018 Newell Brands. All Rights Reserved.
We assessed both our online presence and our back-end capabilities, narrowing in on the opportunities and activities needed to quickly accelerate growth. ENTERPRISE Analytics Supply chain Operations Technology ASSESS & BUY Content Assortment Promotions Pricing SEARCH & DISCOVER Earned Paid Organic SEO Copyright © 2018 Newell Brands. All Rights Reserved.
In response to consumer content needs, we amplified our focus on optimizing the digital shelf, impacting 25K product listings. Copyright © 2018 Newell Brands. All Rights Reserved. Improved SEO keyword integration for search results Improved product copy for consideration and conversion Improved imagery for consideration and conversion
In response to consumer content needs, we amplified our focus on optimizing the digital shelf, impacting 25K product listings. Calphalon Unison: BEFORE Calphalon Unison: AFTER Copyright © 2018 Newell Brands. All Rights Reserved.
In response to consumer content needs, we amplified our focus on optimizing the digital shelf, impacting 25K product listings. Staples: BEFORE Staples: AFTER Copyright © 2018 Newell Brands. All Rights Reserved.
Though a much smaller business for Newell five years ago, consumer adoption of Amazon was growing at an unprecedented pace. So, we went all in to build up our Amazon capabilities. Copyright © 2018 Newell Brands. All Rights Reserved.
Consumer demand for an endless aisle shifted our thinking toward assortment and distribution strategy, leading to improvements in lifecycle planning, selection and store-to-site promotion. Copyright © 2018 Newell Brands. All Rights Reserved.
2013 Discover Prioritized indirect over direct commerce for near-term growth Supported in-market acceleration over infrastructure building for quick wins 1 FTE in Atlanta 2014 Accelerate 35 FTEs in Atlanta Implemented action plans for 10 retailers to deliver digital shelf improvements Introduced analytics transparency through customer and category dashboards and roadmap Consolidated the digital technology functions into a central group for more efficient, broad solution focus across brands 100 FTEs across Atlanta / New York City 2015 Operationalize Completed content syndication, impacting 25K product listings across the eCommerce marketplace Ramped up organizational structure with dedicated customer and category teams, as well as demand-generation activities to support them Developed eCommerce thought-leadership ideation capabilities and category growth strategies for key segments Tested and began migration to cloud commerce solutions 2016 Transform 125 FTEs across Atlanta / New York City / Hoboken / Seattle Realigned Retail.com P&L accountability and org structure to eCommerce team Delivered company-wide eCommerce summit PIM system implementation with content process improvements Developed a new technical architecture vision state for delivery of cross-branded digital experiences YESTERDAY... Copyright © 2018 Newell Brands. All Rights Reserved.
21_84 Our efforts paid off and by the end of 2016 we began impacting all categories and channels Copyright © 2018 Newell Brands. All Rights Reserved.
eCommerce is part of our consumers’ daily routines. Now, they expect more from brands and seek out great experiences that understand their needs and reflect the life they want to live. TODAY... Copyright © 2018 Newell Brands. All Rights Reserved.
Our legacy Newell Rubbermaid efforts modeled the way for Jarden brands after the acquisition, so we could more quickly integrate and accelerate growth. But with a large and diverse portfolio, we needed to prioritize and make some big bets with our top brands and partners in order to deliver the best-in-class experiences shoppers expect. Copyright © 2018 Newell Brands. All Rights Reserved.
Today’s Deal Takeover Launched Amazon’s first ever manufacturer takeover of the Today’s Deals section, cycling in all of Newell’s major brands over a two-day period January 23 and 24, 2017. KEY CALLOUTS 500+ ASINs on promotion over two days Event generated more than 466M Impressions and +1.6M Detail Page Views on Amazon.com LIVE / LEARN DAY 1 • MONDAY 1/23 WORK / PLAY DAY 2 • TUESDAY 1/24 Copyright © 2018 Newell Brands. All Rights Reserved.
Prime Day 2017 Newell’s Prime Day shook things up during July 10-12, 2017. KEY CALLOUTS 138 Lightning Deals 37 Deal of the Day 139 Prime Member Promotions 600+ items were promoted (more than double the amount YoY) 90% lift in total Newell Brands sales on Prime Day YoY #1 Newell Brands sales day on Amazon 2017 ≠ CONTINUOUS HOURS ! 30 Copyright © 2018 Newell Brands. All Rights Reserved.
Back to School & Off to College Drive sales and consideration for relevant products during key BTS/OTC season. KEY CALLOUTS High Impact media drove noticeable sales upticks vs. category and accounted for over 30% of attributed campaign sales Over 80% of the landing page engagement came from mobile/tablet 46% YoY retail POS growth Copyright © 2018 Newell Brands. All Rights Reserved.
Tailgating Feature assortment of NFL team-branded products leading up to and throughout the football season. KEY CALLOUTS Created custom content for the user experience Promoted ASINs grew 50% YoY, beating Amazon outdoor category trends Copyright © 2018 Newell Brands. All Rights Reserved.
Holiday Drive sales and considerations for Newell products leading up to and throughout holiday season. KEY CALLOUTS Sales for the promoted ASINs trended 45% higher than the kitchen category during the promotional period 21% YoY retail POS growth Copyright © 2018 Newell Brands. All Rights Reserved.
Concentrated efforts on Amazon drove significant year over year growth Copyright © 2018 Newell Brands. All Rights Reserved. Home and Family Baby Writing Appliance & Cookware Outdoor and Recreation Food Consumer Commercial Solutions Safety and Security Fishing Team Sports Home Fragrance Fine Writing
Overdrive on Walmart Walmart’s acquisition and investment strategies mirrors Newell’s aggressive growth ambition. We prioritized our efforts with them, including those beyond the Walmart banner. Focused on Building the Base: Similar to Amazon, the Ecommerce division focused on optimizing the top 5K product pages, accelerating internal search efforts and driving bigger, more disruptive activation in ‘17 Hiring Against Anticipated Growth: Hiring trade and sales teams dedicated to driving Walmart.com to high teens growth in ’17 Driving Fair-Share Online: Currently Newell has low penetration in most categories but is growing share YoY JET.COM CPG & dynamic cart pricing HAYNEEDLE.COM Endless aisle & personalized experience MOOSEJAW.COM Outdoor & mobile marketing expertise Copyright © 2018 Newell Brands. All Rights Reserved.
Walmart Enterprise: Writing Copyright © 2018 Newell Brands. All Rights Reserved. Back to School Activation Back to School Page Placements Exclusive Teacher’s List Coverage
Walmart Enterprise: Writing JET.com Homepage Off-site Placements Page 1 Placements Copyright © 2018 Newell Brands. All Rights Reserved.
Walmart Enterprise: Technical Apparel Copyright © 2018 Newell Brands. All Rights Reserved. Marmot Brand Page Holiday Campaign Social Media Campaign
Direct-to-Consumer enhancements targeted at consumer experience Copyright © 2018 Newell Brands. All Rights Reserved.
2017 Envision 425 FTEs across New York City / Hoboken / Seattle Integrated Jarden into eCommerce infrastructure Delivered rapid UX enhancements to meet consumer brand.com expectations Developed VR shopping pilot Launched first-ever Today’s Deals takeover Developed global DTC strategy roadmap and a platform rationalization strategy to simplify the operations and lower costs 2018 Innovate Est. 500 FTEs across Brooklyn / Hoboken Seattle / London Staying ahead of trends with conversational commerce, voice assist commerce, social commerce and augmented commerce Execution of operational efficiencies including streamline packing Expansion of Ecommerce into established and expanding global markets Creation and execution of new @Heart of Life shopping experiences TODAY... Copyright © 2018 Newell Brands. All Rights Reserved.
Current state of Ecommerce team
Our future is bright, and on target to be a significant contributor to Newell Brands’ top and bottom line growth Copyright © 2018 Newell Brands. All Rights Reserved.
Ecommerce penetration increasing FY 2017, US, % of total sales from eCommerce Copyright © 2018 Newell Brands. All Rights Reserved.
TOMORROW... We continue to build upon the success of our eCommerce work, focusing on making significant impacts to operations, direct to consumer, and our international presence. Copyright © 2018 Newell Brands. All Rights Reserved.
™ PLACING NEWELL BRANDS AT THE HEART OF LIFE... Copyright © 2018 Newell Brands. All Rights Reserved.
...WHEREVER THEY ARE OR WHATEVER THEY’RE LOOKING FOR Copyright © 2018 Newell Brands. All Rights Reserved.
Portal Copyright © 2018 Newell Brands. All Rights Reserved.
Stories 50 Copyright © 2018 Newell Brands. All Rights Reserved.
Personalization
Optimizing efficiency without compromising quality Redesigned packaging is a first-step in a larger effort to streamline operations. The goal is to drive efficiencies in ways that betters the customer and consumer experience, rather than asking them to compromise. KEY CALLOUTS Frustration-free packaging roll-out began with Amazon, but will continue across all eCommerce platforms Increases operational efficiency by driving down size and complexity, decreasing production/shipping costs Copyright © 2018 Newell Brands. All Rights Reserved.
India Writing Outdoor & Rec Australia Appliances & Cookware Writing Outdoor & Rec Italy Home Fragrance Outdoor & Rec Writing CCS UAE Baby Malaysia Writing Japan Baby Outdoor & Rec Writing UK Writing Appliances & Cookware Home Fragrance Baby Outdoor & Rec Fine Writing Food CCS Germany Baby Outdoor & Rec Writing CCS France Baby Writing Fine Writing Home Fragrance CCS Canada Food Outdoor & Rec Writing Appliances & Cookware China Writing Fine Writing Baby Appliances & Cookware BRAZIL A&CW Writing (Distributor) Coleman Nuk Food Scaling our business to meet growing demands internationally Copyright © 2018 Newell Brands. All Rights Reserved.
Copyright © 2018 Newell Brands. All Rights Reserved. WINNING OUR FAIR SHARE United Kingdom Germany France Canada Japan EXPAND WITH DEVELOPING ECOMMERCE MARKETS China Australia Mexico India Brazil
Our growth strategy is still centered around our consumer and developing innovative solutions for the ways they are shopping now and next. Copyright © 2018 Newell Brands. All Rights Reserved.
commerce c CONVERSATIONAL a b d e f g h 38% of consumers now consider using conversational tools, like chat bots, for help when shopping Source: eMarketer, Conversational Commerce 2017: Chatbots & Virtual Assistants Report 60% of leading brand marketers intend to experiment with conversational commerce by 2020 67% of millennials would likely purchase a product recommended through a chat-bot service
commerce v q r s t u w x y z VOICE ASSIST 20% of search queries are made via voice Source: Mary Meeker, Internet Trends, May 2017 1/3 Millennials will use an assistant this year 130% Increase in assistants usage over LY
commerce s n o p q r t u v w x SOCIAL $6.5B of 2017 revenue for the top 500 retailers from social shopping Source: Digital Commerce 360, Retailers Need Invest Social Commerce, 2018 +24% Increase in revenue compared to LY
commerce a b c d e f AUGMENTED REALITY 77% of consumers want to use AR to see product differences Sources: Retail Touchpoints, AR Advances Spark Consumer Interest, 2017; Forbes, How Augmented Reality Is Changing The World Of Consumer Marketing, 2017 20% of consumers expect their retailers to have an AR tool now 49% of consumers expect retailers to have an AR tool within the next 6 months
Growth opportunities across all eCommerce Channels Copyright © 2018 Newell Brands. All Rights Reserved. Projected US Ecomm growth from 2016-2020 (Invoice sales, $M) 2016 Global Ecomm US AMZN US DTC US B&M.com 2020 Global Ecomm Retail.com Amazon DTC Retail.com Amazon International US Retailer.com US AMZN International US AMZN Retailer.com US DTC International US DTC Projected US Ecomm growth from 2016-2020
Additional Information In connection with Newell Brands’ 2018 Annual Meeting of Shareholders, Newell Brands will file with the U.S. Securities and Exchange Commission (the “SEC”) and mail to the shareholders of record entitled to vote at the 2018 Annual Meeting a definitive proxy statement and other documents, including a WHITE proxy card. SHAREHOLDERS ARE ENCOURAGED TO READ THE PROXY STATEMENT AND ALL OTHER RELEVANT DOCUMENTS WHEN FILED WITH THE SEC AND WHEN THEY BECOME AVAILABLE BECAUSE THOSE DOCUMENTS WILL CONTAIN IMPORTANT INFORMATION. When filed with the SEC, the definitive proxy statement and WHITE proxy card will also be mailed to shareholders of record. Investors and other interested parties will be able to obtain the documents free of charge at the SEC’s website, www.sec.gov, or from Newell Brands at its website, www.newellbrands.com, or through a request in writing sent to Newell Brands at 221 River Street, Hoboken, New Jersey, 07030, Attention: General Counsel. Participants in Solicitation The Company and its directors and executive officers may be deemed to be participants in the solicitation of proxies in connection with the 2018 Annual Meeting. The participants in the solicitation of proxies in connection with the 2018 Annual Meeting are currently anticipated to be the Company, Patrick D. Campbell, James R. Craigie, Debra A. Crew, Brett Icahn, Andrew Langham, Courtney R. Mather, Michael B. Polk, Judith A. Sprieser, Steven J. Strobel, Michael A. Todman, Ralph Nicoletti, Mark S. Tarchetti, William A. Burke, Bradford Turner, Nancy O’Donnell, Sofya Tsinis, High River Limited Partnership, Hopper Investments LLC, Barberry Corp., Icahn Partners Master Fund LP, Icahn Offshore LP, Icahn Partners LP, Icahn Onshore LP, Icahn Capital LP, IPH GP LLC, Icahn Enterprises Holdings L.P., Icahn Enterprises G.P. Inc., Beckton Corp. and Carl C. Icahn. As of the date hereof, Ms. Crew beneficially owns 30 shares of common stock of the Company, par value $1.00 (the “Common Stock”). Mr. Craigie beneficially owns 3,175 shares of Common Stock, which includes 1,594 shares held in trusts, 797 shares each, for the benefit of Mr. Craigie’s children. Mr. Polk beneficially owns 1,353,392 shares of Common Stock, which includes 225,872 shares of Common Stock issuable pursuant to stock options and RSUs currently exercisable or exercisable or vesting within 60 days and includes 332,925 shares held in grantor retained annuity trusts for the benefit of Mr. Polk’s children and 47,303 shares held in trust by Mr. Polk’s wife. Mr. Strobel beneficially owns 50,707 shares of Common Stock. Mr. Todman beneficially owns 54,949 shares of Common Stock. Mr. Nicoletti beneficially owns 14,788 shares of Common Stock, which includes 25 shares held in a revocable trust by Mr. Nicoletti’s wife, 193 shares in an IRA and 14,570 held in a revocable trust. Mr. Tarchetti beneficially owns 260,949 shares of Common Stock. Mr. Burke beneficially owns 175,046 shares of Common Stock. Mr. Turner beneficially owns 14,134 shares of Common Stock. Ms. O’Donnell beneficially owns 6,855 shares of Common Stock. As of the date hereof, Ms. Sprieser and Ms. Tsinis do not beneficially own any shares of Common Stock. As of the date hereof, High River Limited Partnership has sole voting power and sole dispositive power with regard to 6,658,602 shares of Common Stock (including shares of Common Stock underlying forward contracts). Each of Hopper Investments LLC, Barberry Corp. and Mr. Carl C. Icahn has shared voting power and shared dispositive power with regard to such shares of Common Stock. Icahn Partners Master Fund LP has sole voting power and sole dispositive power with regard to 10,836,710 shares of Common Stock (including shares of Common Stock underlying forward contracts). Each of Icahn Offshore LP, Icahn Capital LP, IPH GP LLC, Icahn Enterprises Holdings L.P., Icahn Enterprises G.P. Inc., Beckton Corp. and Mr. Carl C. Icahn has shared voting power and shared dispositive power with regard to such shares of Common Stock. Icahn Partners LP has sole voting power and sole dispositive power with regard to 15,797,701 shares of Common Stock (including shares of Common Stock underlying forward contracts). Each of Icahn Onshore LP, Icahn Capital LP, IPH GP LLC, Icahn Enterprises Holdings L.P., Icahn Enterprises GP, Beckton Corp. and Mr. Carl C. Icahn has shared voting power and shared dispositive power with regard to such shares of Common Stock. Mr. Brett Icahn has sole voting power and sole dispositive power with regard to 500,000 shares of Common Stock, including 250,000 shares of Common Stock beneficially owned by a charitable foundation controlled by Mr. Brett Icahn. As of the date hereof, Messrs. Campbell, Langham and Mather do not beneficially own any shares of Common Stock. Certain information concerning these participants is also set forth in the Company’s definitive proxy statement, dated March 30, 2017, for its 2017 annual meeting of shareholders as filed with the SEC on Schedule 14A and the Company’s Current Reports, dated August 24, 2017, January 21, 2018, February 16, 2018, February 22, 2018 and March 19, 2018, as filed with the SEC on Form 8-K. Additional information regarding the interests of these participants in the solicitation of proxies in respect of the 2018 Annual Meeting and other relevant materials will be filed with the SEC when they become available. Caution Concerning Forward-Looking Statements Statements in these materials, other than those of historical fact, particularly those anticipating future financial performance, business prospects, growth, operating strategies and similar matters, are forward-looking statements within the meaning of the U.S. Private Securities Litigation Reform Act of 1995 and other federal securities laws. These statements generally can be identified by the use of words such as “intend,” “anticipate,” “believe,” “estimate,” “project,” “target,” “plan,” “expect,” “will,” “should,” “would” or similar statements. The Company cautions that forward-looking statements are not guarantees because there are inherent difficulties in predicting future results. In addition, there are no assurances that the Company will complete any or all of the potential transactions, and other initiatives referenced in this release. Actual results may differ materially from those expressed or implied in the forward-looking statements. Important factors that could cause actual results to differ materially from those suggested by the forward-looking statements include, but are not limited to: uncertainties regarding future actions that may be taken by Starboard Value LP (together with its affiliates, “Starboard”) in furtherance of its stated intention to nominate director candidates for election at Newell Brands’ 2018 Annual Meeting; potential operational disruption caused by Starboard’s actions that may make it more difficult to maintain relationships with customers, employees or suppliers; the Company’s dependence on the strength of retail, commercial and industrial sectors of the economy in various parts of the world; competition with other manufacturers and distributors of consumer products; major retailers’ strong bargaining power and consolidation of the Company’s customers; the Company’s ability to improve productivity, reduce complexity and streamline operations; the Company’s ability to develop innovative new products, to develop, maintain and strengthen end-user brands and to realize the benefits of increased advertising and promotion spend; risks related to the Company’s substantial indebtedness, potential increases in interest rates or changes in the Company’s credit ratings; the Company’s ability to effectively accelerate its transformation plan and explore and execute its strategic options; the Company’s ability to complete planned acquisitions and divestitures, to integrate Jarden and other acquisitions and unexpected costs or expenses associated with acquisitions or dispositions; changes in the prices of raw materials and sourced products and the Company’s ability to obtain raw materials and sourced products in a timely manner; the risks inherent to the Company’s foreign operations, including currency fluctuations, exchange controls and pricing restrictions; a failure of one of the Company’s key information technology systems or related controls; future events that could adversely affect the value of the Company’s assets and require impairment charges; the impact of United States or foreign regulations on the Company’s operations, including environmental remediation costs; the potential inability to attract, retain and motivate key employees; the resolution of tax contingencies resulting in additional tax liabilities; product liability, product recalls or related regulatory actions; the Company’s ability to protect its intellectual property rights; significant increases in the funding obligations related to the Company’s pension plans; and other factors listed from time to time in the Company’s filings with the SEC including, but not limited to, the Company’s most recent Annual Report on Form 10-K. The information contained in these materials is as of the date indicated. The Company assumes no obligation to update any forward-looking statements as a result of new information, future events or developments. DISCLAIMER
Exhibit 2
20 INVESTOR DAY
18 INNOVATION TUESDAY 27 MARCH
Shape of the funnel
number of projects
NRG NRG Q4’16 Q1’17 funnel Q4’17 funnel
2013 2017+ 2017+ 2017+
very large 8 57 64 95 large 8 98 89 190 medium 64 126 206 382 small 207 27 263 228
Only charter+ projects included
Excludes divestures | D&D businesses only (excl. Fishing,
CCS)
RCP included in 2013
1 ©2018 NEWELL BRANDS
— CONFIDENTIAL
Revenue from innovation
risk adjusted revenue, $m % risk adjusted revenue external target is30%
2019
2020
44.7%
2018 2019 0.5% 42.6% 2021
2018 38.4% 2.9%
2017 2020 32.8% Idea projects
29.9% with CMI
2017 4.6% Opportunity
23.3% Scores
2018 2019
44.2% 18.1% 2016 2021 15.8% 38.4% 39.8%
2017
29.9% 28.1% 5.2% Charter
2016 2016 23.3% Contract 2020 2015 15.8% Launch
2015 2015 2017 2018 12.9% 2014 2016 2014 2019 2013 2014 2015
2015 2016 2017 2018 2019 2020
2021 2022 2015 2016 2017 2018 2019 2020 2021 2022 funnel funnel funnel funnel funnel funnel funnel funnel funnel funnel funnel funnel funnel funnel funnel funnel
2017 onwards includes Legacy Jarden businesses: Appliances & Cookware, Home Fragrance, Outdoor & Recreation
Excludes divestures | D&D businesses only (excl. Fishing, CCS) | 2015-2016 includes NRG Only
©2018 NEWELL BRANDS 2
Concepts tested per year
ideas and concepts tested per year
1,317
target = 540
390 357 280 target = 240
174 38 2013 2014 2015 2016 2017 2018 ytd
*All data in this deck only includes the current 6
D&D businesses and brands
*Base size of n=2,556 total
3 ©2018 NEWELL BRANDS
Global benchmarks and Concept scores
2013–Q4 2017
Total* Differentiation Relevance
23%
MH-H 43% 40% 40% 55% 64% 68% 60%
M-ML-L 77%
77%
57% 60% 60% 45% 36% 32% 40% 23%
Newell Newell Ipsos Newell Newell Ipsos
Newell Newell Ipsos US non-US Benchmark US non-US Benchmark US non-US Benchmark
* Achieves MH-H on both Differentiation and Relevance
*All data in this deck only includes the current 6 D&D businesses and brands
*Base size of n=2,556 total; Q4 2017 n=464
©2018 NEWELL BRANDS 4
Testing Performance Summary – Overview
2013–Q4 2017
2013 – Q4 2017*
Number
OPPORTUNITY SCORE RELEVANCE DIFFERENTIATION Tested
TOTAL NEWELL 110 MH MH 2556
Appliances & Cookware 112 MH MH 590
Food 116 MH MH 299
Baby 106 MH MH 516
Outdoor & Recreation 108 MH MH 296 Writing 110 MH MH 734 Home Fragrance 111 MH MH 121
^Caution Low Base Size
*All data in this deck only includes the current
6 D&D businesses and brands
5 ©2018 NEWELL BRANDS
20
17 INNOVATIONS
2017 INNOVATIONS
APPLIANCES & COOKWARE: APPLIANCES & COOKWARE:
Calphalon
Premier™ Space Saving Cookware Crock-Pot Express
136 0
OPPORTUNITY UNITY E SCORE
H H RELEVANCE RELEVANCE H H DIFFERENTIATION DIFFERENTIATION
The new Calphalon Premier™ Space Saving Cookware securely stacks to The all-new
Crock-Pot® Express Crock is an 8-in-1 Multi-Cooker save 30% more space*. The unique design allows for the cookware to stack
that can cook meals up to 70% faster than traditional cooking, while also and nest in any order**, making it convenient to stack any way you want. offering the versatility of slow cooking, steaming, and sautéing.
Available in nonstick and stainless steel.
Project lead time: Charter to Launch Project lead
time: Charter to Launch
23 7
0 48 0 48 months months months months
* Average space saved vs. like non-stacking Calphalon® cookware items when stacked with like diameter Premier Space
Saving items
7 ©2018 NEWELL BRANDS
2017 INNOVATIONS
APPLIANCES & COOKWARE: BABY:
Renue® Neck Wrap Graco EZ
TIGHT™ LATCH Car Seats
1 122
OPPORT S OPPORTUNITY SCORE
H H
RELEVANCE RELEVANCE
H MH
DIFFERENTIATION DIFFERENTIATION
The Sunbeam Renue® Neck Wrap can help provide soothing relief for the EZ Tight™ Latch provides an easy, secure and simple installation back of the head, neck, and
shoulders. The adjustable, comfortable neck in 3 easy steps. The EZ Tight™ Latch, is available on 2 car seats: collar contours to the shape of the neck to provide high-level, Graco® 4Ever® Extend2Fit® Platinum 4-in-1 Car Seat and the Graco® concentrated heat for targeted relief. Extend2Fit® Platinum Convertible Car Seat.
Project lead time: Charter to Launch Project lead time: Charter to Launch
5 17
0 48 0 48 months months months months
©2018 NEWELL BRANDS 8
2017 INNOVATIONS
BABY:
BABY:
Graco SnugRide® SnugLock™ Infant Car Seat Graco 4Ever™ Extend2Fit® Car Seat
1 116
OPPO S OPPORTUNITY SCORE
H MH
RELEVANCE RELEVANCE
M H
DIFFERENTIATION DIFFERENTIATION
The new infant car seat base features SnugLock™ Installation Technology,
a hassle-free
installation using either vehicle seat belt or LATCH. In three
easy steps caregivers can feel confident they’ve got a secure install.
Helps protect rear-facing infants from 4-50 lb and forward-facing toddlers
from 22-65 lb. 4-position extension panel provides 5” additional leg room,
allowing your child to ride safely rear-facing longer.
Project lead time: Charter to Launch
Project lead time: Charter to Launch
13 16
0 48 0 48 months months months
months
9 ©2018 NEWELL BRANDS
2017 INNOVATIONS
BABY:
Graco Multi-Motion Swing
1
OPPORT S
H
RELEVANCE
MH
DIFFERENTIATION
Keep baby smiling with 8 ways to and 2 directions for 16 soothing motions.
Seat doubles as a removable rocker for use throughout the home.
6 swing speeds allow Mom to adjust speed to baby’s preference.
Project lead time: Charter to Launch
15
0 48 months months
BABY:
Graco Table2Table Premium Highchair
120
OPPORTUNITY SCORE
H
RELEVANCE
H
DIFFERENTIATION
7 growing stages including a toddler table and chair. Foldable highchair
allows for compact storage.
5 height adjustments provide the best fit for your dining table.
3-position removable footrest.
Project lead time:
Charter to Launch
19
0 48 months months
©2018 NEWELL BRANDS 10
2017 INNOVATIONS
BABY:
FOOD:
Baby Jogger Stroller City Select Lux V2 BRILLIANCE™ On-The-Go
1 124
OPPO S OPPORTUNITY SCORE
H H
RELEVANCE RELEVANCE
H H
DIFFERENTIATION DIFFERENTIATION
The City Select® LUX pushchair converts from a single to double and even The Rubbermaid Brilliance
On-The-Go leak proof containers keep food triple, so your growing family is always ready for any adventure. safe and secure even for the most demanding commutes. With
over 20 riding configurations, it is one of the most versatile single to Designed with stain and odor resistant plastic, these containers double pushchairs. The fold is considerably smaller than many competitors. are 100% leak-proof, microwavable
and dishwasher safe.
.
Project lead time: Charter to Launch Project lead
time: Charter to Launch
15 24
0 48 0 48 months months months months
11 ©2018 NEWELL BRANDS
2017 INNOVATIONS
FOOD:
FOOD:
BRILLIANCE™ Pantry EasyFindLids™ with Tabs
1 130
OPPO S OPPORTUNITY SCORE
H H
RELEVANCE RELEVANCE
MH H
DIFFERENTIATION DIFFERENTIATION
The Rubbermaid Brilliance Pantry is a new system of 100%
Airtight Pantry Store food with peace of mind with Rubbermaid Easy Find Lids Tabs Food Storage containers that are designed to be space efficient while food storage containers. Designed to resist spills, these
BPA-free providing superior material durability and 360 degree crystal clarity. containers feature four tabs and an inserted gasket to help securely lock the container lid to the base.
Project lead time: Charter to Launch Project lead time: Charter to Launch
21 21
0 48 0 48 months months months months
©2018 NEWELL BRANDS 12
2017 INNOVATIONS
FOOD:
HOME FRAGRANCE:
Ball Vintage Jar Personalized Photo Candle
1 118
OPPO S OPPORTUNITY SCORE
H MH
RELEVANCE RELEVANCE
M H
DIFFERENTIATION DIFFERENTIATION
The NEW Ball Vintage Jars are a call back to the turn of the
century.
Made in the USA, these BPA Free Jars feature a two-piece canning
closure designed for a modern seal with a vintage look
Personalized photos now available to
customers in US retail stores.
A personal photo and great Yankee Candle® fragrance make the
perfect statement or personal gift.
Project lead time: Charter to Launch Project lead time:
Charter to Launch
13 2
0 48 0 48 months months months months
13 ©2018 NEWELL BRANDS
2017 INNOVATIONS
OUTDOOR & RECREATION: OUTDOOR & RECREATION:
AutoSeal®
Stop Spills Campaign Spill-Proof Straw Tumblers
1 121
OPPORT S OPPORTUNITY
SCORE
H H
RELEVANCE RELEVANCE
MH MH
DIFFERENTIATION DIFFERENTIATION
Finally the perfect reusable bottle that won’t spill. Introducing Contigo’s Spill-Proof Kids Tumbler, a win for both parents and Only the new Contigo AutoSeal reusable
Beverageware provides children. A no-spill valve in the straw eliminates spills completely, and a 100% spill-proof performance with its patented lid technology that soft-grip pad helps prevent it from getting
knocked over by accident. seals shut between sips. Drink confidently with Contigo!” It will fit most car cup holders, making it a perfect road trip companion.
Project lead time: Charter to Launch Project lead time: Charter to Launch
5
20
0 48 0 48 months months months months
©2018 NEWELL BRANDS 14
2017 INNOVATIONS
WRITING:
WRITING:
Elmer’s Slime Kits Reynolds India Relaunch
N NA
OPPO S OPPORTUNITY SCORE
NA NA
RELEVANCE RELEVANCE
NA NA
DIFFERENTIATION DIFFERENTIATION
Elmer’s unique themed Slime kits, such as Halloween,
Galaxy and Frosty. Reynolds has been a household name in India for the last 40 years, The kits include a new Magical Liquid, a one step solution for making slime. trusted by generations and a pen carried by every Indian. Kits comes with Elmer’s
kid friendly recipes – making the slime experience The brand was relaunched in 2017, entering 57,000 stationery stores worry-free and fun for the whole family. across India with new branded storefronts and merchandising.
Project lead time: Charter to Launch Project lead time: Charter to Launch
5 8
0 48 0 48 months months months months
15 ©2018 NEWELL BRANDS
2017 INNOVATIONS
WRITING:
WRITING:
DYMO Label Writer Phase 1 Wireless EXPO Ink Indicator
1 141
OPPO S OPPORTUNITY SCORE
H H
RELEVANCE RELEVANCE
MH H
DIFFERENTIATION DIFFERENTIATION
Print labels without cables using Wi-Fi®! EXPO Dry Erase Mark The new DYMO LabelWriter Wireless label printer and updated DYMO and indicator gauge showing the marker’s ink levels, exclusive technology Connect mobile app allows consumers to
print labels directly from Macs, ensuring the barrel is always clear, and consistent ink flow creating PCs, smartphones and tablets using the built-in Wi-Fi®. a
smoother writing experience.
Project lead time: Charter to Launch Project lead time: Charter to Launch
35 34
0 48 0 48 months months months months
©2018 NEWELL BRANDS 16
2017 INNOVATIONS
WRITING:
Coloring Kits
NA
OPPORTUNITY SCORE
NA
RELEVANCE
NA
DIFFERENTIATION
A series of Adult Coloring kits for Prismacolor, Sharpie and PaperMate. Each
kit features our great coloring tools and a new, custom-created coloring book.
Project lead time: Charter to Launch
16
0 48 months months
17 ©2018 NEWELL BRANDS
20
18 INNOVATIONS
2018 INNOVATIONS
APPLIANCES & COOKWARE: APPLIANCES & COOKWARE:
Calphalon
Electrics Intelligent Blender Technology – Auto Sense
123
OPPO S
H
RELEVANCE RELEVANCE
H
DIFFERENTIATION DIFFERENTIATION
Launching Calphalon into small electric appliances blending The Oster® jar using Autosense patented Blender programs adapts that to changing use sensors conditions to adjust in
blade the with of a family of products, positioned around precision for improved performance and better results. ingredients speed and and direction desired as results well as. the Results length are of perfectly blending blended time based
smoothies, on the milkshakes and salsas in one step no matter the recipe.
Project lead time: Charter to Launch Project lead time: Charter to Launch
18 22
0 48 0 48 months months months months
19 ©2018 NEWELL BRANDS
2018 INNOVATIONS
APPLIANCES & COOKWARE: APPLIANCES & COOKWARE:
Build a
Burger Air Fryer with DuraCeramic
41
CORE UNITY
H
RELEVANCE RELEVANCE
H
DIFFERENTIATION DIFFERENTIATION
An appliance that simultaneously warms the bun cooks and melts the patty the cheese, to the desired doneness,
all in 7 minutes or less.
An Air Fryer with DuraCeramic that cooks perfectly crisp food using
only
a tablespoon of oil making it the ideal, healthy solution to enjoy the
great taste and texture of fried food, with less fat.
Project lead time:
Charter to Launch Project lead time: Charter to Launch
22 10
0 48 0 48 months
months months months
©2018 NEWELL BRANDS 20
2018 INNOVATIONS
APPLIANCES & COOKWARE: APPLIANCES & COOKWARE:
Heated
Patches Heated Back Wrap
1 128
OPPO S OPPORTUNITY SCORE
H H
RELEVANCE RELEVANCE
MH MH
DIFFERENTIATION DIFFERENTIATION
A portable, discreet, high-temperature pain relief option New Sunbeam® Heated Back Wrap with Shiatsu Massage applies heat in the form of flexible patches. to the affected area
and adds deep, kneading massage to relax the muscles. Wear it for completely hands-free use, and adjust it for a firm fit.
Project lead time: Charter to Launch
Project lead time: Charter to Launch
16 13
0 48 0 48 months months months
months
21 ©2018 NEWELL BRANDS
2018 INNOVATIONS
APPLIANCES & COOKWARE: BABY:
Sonic Hand Mixer with Heated Beaters
Aprica Smart Brake
118 120
OPPORTUNITY Squeeze handles OPPORTUNITY
SCORE together to begin SCORE strolling
H MH
Switch to turn
RELEVANCE on/off Smart RELEVANCE
Brake function
MH MH
DIFFERENTIATION DIFFERENTIATION
The Oster® Hand Mixer with softening technology speeds up
any baking Smart Brake system that requires user to engage to move stroller foreward project. No need to wait for butter to soften or have to warm and stir chocolate in a separate pan. The mixer uses warm air to heat the beaters and gets ingredients
to the right temperature while mixing, in one step.
Project lead time: Charter to Launch Project lead time: Charter to Launch
20 27
0 48 0 48 months months months months
©2018 NEWELL BRANDS 22
2018 INNOVATIONS
FOOD:
FOOD:
Global Expansion (UK and ANZ) Vented Lids
112 130
OPPO S OPPORTUNITY SCORE
H H
RELEVANCE RELEVANCE
H H
DIFFERENTIATION DIFFERENTIATION
Grow Food Storage globally in new geographies by launching
differentiated products under Sistema® brand
Splatter resistant and more
convenient reheating in the microwave
Project lead time: Charter to Launch Project lead time: Charter to Launch
23 19
0 48 0 48 months months months months
23 ©2018 NEWELL BRANDS
2018 INNOVATIONS
FOOD:
FOOD:
Amber Jars Insulated On-the-Go
6
CORE UNITY
H
RELEVANCE RELEVANCE
H
DIFFERENTIATION DIFFERENTIATION
Ball® deliver Amber a performance Jars effectively -driven benefit block 99 to .7% keep of damaging herbs and UV spices rays at . Designed the peak of to
freshness and efficacy
Insulated containers with the ability to transport both hot and cold
foods
together. The insulated thermal leak-proof containers keep multiple foods
hot up to 5 hours and cold up to 6 hours
Project lead time: Charter to Launch
Project lead time: Charter to Launch
11 30
0 48 0 48 months months months
months
©2018 NEWELL BRANDS 24
2018 INNOVATIONS
FOOD:
FOOD:
Hydroponics Kit TakeAlongs® Meal Prep
1 114
OPPO S OPPORTUNITY SCORE
H MH
RELEVANCE RELEVANCE
H H
DIFFERENTIATION DIFFERENTIATION
The Ball® DIY Herb Growing Kit is an at-home gardening system
featuring a hydro wick that keeps soil perfectly hydrated,
eliminating the need to water each day.
Expanding the TakeAlong® platform by better
targeting unmet needs for
high frequency occasions such as weekly meal preparation.
Project lead time: Charter to Launch Project lead time: Charter to Launch
10 13
0 48 0 48 months months months months
25 ©2018 NEWELL BRANDS
2018 INNOVATIONS
HOME
FRAGRANCE: OUTDOOR & RECREATION:
Square Vessels with Integrated Lid Coleman Dark Room Tent
1 113
OPPO S OPPORTUNITY SCORE
H H
RELEVANCE RELEVANCE
MH MH
DIFFERENTIATION DIFFERENTIATION
The new square candle is a form that is more relevant to her lifestyle
through a unique
silhouette and stylish aesthetic that is enhanced by
integrating the lid as a pedestal base while the candle is in use.
A tent that blocks 90% of sunlight and reduces heat within tent to allow
users to get restful
sleep regardless of the time of day.
Project lead time: Charter to Launch Project lead time: Charter to Launch
16 8
0 48 0 48 months months months months
©2018 NEWELL BRANDS 26
2018 INNOVATIONS
OUTDOOR & RECREATION: OUTDOOR & RECREATION:
Tech Pack Tent
Insulated Topper Airbed
1 111
OPPO S OPPORTUNITY SCORE
MH MH
RELEVANCE RELEVANCE
MH MH
DIFFERENTIATION DIFFERENTIATION
A tent with an attached charger pack that allows campers to recharge their
devices
An airbed with an insulated topper to make sure the bed stays warm
throughout the night when
camping outdoors
Project lead time: Charter to Launch Project lead time: Charter to Launch
16 14
0 48 0 48 months months months months
27 ©2018 NEWELL BRANDS
2018 INNOVATIONS
OUTDOOR & RECREATION: OUTDOOR & RECREATION:
Layer Sleeping
360 degree Light and Sound lantern
129
OPPORTUNITY SCORE
H
CE RELEVANCE
H
TION DIFFERENTIATION
A sleeping bag with a layering system that allows the user to add or take
away layers for
comfort in all weather conditions
The 360 Light & Sound lantern combines a lantern and Bluetooth speaker
into one so everyone can clearly see and hear during an evening get-
together
Project lead time: Charter to Launch Project lead time: Charter to Launch
10 10
0 48 0 48 months months months months
©2018 NEWELL BRANDS 28
2018 INNOVATIONS
OUTDOOR & RECREATION: OUTDOOR & RECREATION:
Coleman
Roadtrip Refresh Contigo Evoke Quick Release Lid
1 116
OPPO S OPPORTUNITY
SCORE
H H
RELEVANCE RELEVANCE
H MH
DIFFERENTIATION DIFFERENTIATION
A new grill platform that delivers portability and temperature adjustability,
allowing
consumers to cook a broader range of foods on the go.
A leak-proof water bottle line with no loose parts that has a sophisticated
and elegant industrial design and uses premium materials.
Project lead time: Charter to Launch
Project lead time: Charter to Launch
12 6
0 48 0 48 months months months
months
29 ©2018 NEWELL BRANDS
2018 INNOVATIONS
OUTDOOR & RECREATION: OUTDOOR & RECREATION:
Bubba 2-in-1 Cooler Coleman 2018 Camping Growth Accelerator
11
115-125
OPPORT OPPORTUNITY SCORE SCOR
H MH-H
RELEVANCE RELEVANCE
H MH
DIFFERENTIATION DIFFERENTIATION
A 40QT wheeled cooler that separates into two coolers for easy A complete assortment of camping innovation: tent with an attached transportation and organization of food and
drinks. charger pack for charging electronics, airbed with an insulated topper, multi-layered sleeping bag, and a lantern that combines light with a Bluetooth speaker.
Project lead time: Charter to Launch Project lead time: Charter to Launch
10 10
0 48 0 48 months months months months
©2018 NEWELL BRANDS 30
2018 INNOVATIONS
OUTDOOR & RECREATION: OUTDOOR & RECREATION:
Coleman Temp
Comfort Chair Coleman Connecting Pod Tent
1 111
OPPO S OPPORTUNITY SCORE
H H
RELEVANCE RELEVANCE
H MH
DIFFERENTIATION DIFFERENTIATION
A chair that uses temperature control fabric to help regulate the chair’s
surface
temperature and keep users comfortable in all seasons.
A tent that can connect to other like tents so that separate rooms
can be built based on the amount of campers in the group.
Project lead time: Charter to Launch
Project lead time: Charter to Launch
16 14
0 48 0 48 months months months
months
31 ©2018 NEWELL BRANDS
2018 INNOVATIONS
OUTDOOR & RECREATION: WRITING:
Puddle Jumper Vest Sharpie Metallic
Colors
1 145
OPPO S OPPORTUNITY SCORE
H M
RELEVANCE RELEVANCE
H H
DIFFERENTIATION DIFFERENTIATION
A life vest with built-in sunscreen so parents have one less task
throughout a day on the water.
Sharpie introduces three NEW Sharpie Metallic colors in vibrant
red, green
and blue, that provide bright and brilliant sheen on dark surfaces.
Project lead time: Charter to Launch Project lead time: Charter to Launch
10
63
0 48 0 72 months months months months
©2018 NEWELL BRANDS 32
2018 INNOVATIONS
WRITING:
WRITING:
Elmer’s Extra Strength School Glue Stick Sharpie Pro
1 115
OPPO S OPPORTUNITY SCORE
H H
RELEVANCE RELEVANCE
MH M
DIFFERENTIATION DIFFERENTIATION
FPO
This Elmer’s glue stick features a new glue formula that is 2X stronger than New Sharpie PRO permanent markers write on wet, oily, dusty, and abrasive Elmer’s
Disappearing Purple glue stick, thus working on more materials surfaces. Available in three tip sizes (Fine, Chisel, XL Chisel) and three than before, allowing kids to bring their ideas to life. This new innovative colors, these markers are perfect
for tough jobsite conditions. formula now bonds ceramic, wood, fabric, and more!
Project lead time: Charter to Launch Project lead time:
Charter to Launch
16 36
0 48 0 48 months months months months
33 ©2018 NEWELL BRANDS
2018 INNOVATIONS
WRITING:
WRITING:
Labeling Platform for Teens New InkJoy Gel Stick
1 119
OPPO S OPPORTUNITY SCORE
H H
RELEVANCE RELEVANCE
H H
DIFFERENTIATION DIFFERENTIATION
A new fashionable handheld printer from DYMO, the easy way to
add style The NEW capped version of Paper Mate InkJoy Gel with the same bold and flair to personal organization. Use the printer to create vibrant colors and fast drying ink technology. quick easy-to-use labels with text and 60+ different emojis and symbols on a wide selection of fun label designs.
Project lead
time: Charter to Launch Project lead time: Charter to Launch
19 26
0 48 0 48
months months months months
©2018 NEWELL BRANDS 34
2018 INNOVATIONS
WRITING:
Elmer’s Slime Phase III
expanded range 117 of top selling items
OPPORTUNITY
SCORE
glow in the dark H
RELEVANCE sheer solid colors
H
DIFFERENTIATION
New, premium extensions of Elmer’s liquid glues featuring new benefits,
including glow in the dark glue, to fuel and accelerate the slime-making trend in US, Canada, LATAM, ANZ & Philippines.
Project lead time: Charter to
Launch
12
0 48 months months
35 ©2018 NEWELL BRANDS
20
19 INNOVATIONS
2019 INNOVATIONS
APPLIANCES & COOKWARE: APPLIANCES & COOKWARE:
Quiet Blender
Technology Coffee for One Platform
125 120
OPPORTUNITY UNITY E SCORE
H H
RELEVANCE RELEVANCE
H MH
DIFFERENTIATION DIFFERENTIATION
The Oster® Quiet Blender reduces noise by 4x’s, without sacrificing A suite of “Coffee for One” products to produce great tasting fresh coffee in blending power.
consumers can use their blender anytime single serving sizes at home or away from home. It includes 4 coffee maker during the day without disruption. platforms that include 2 automatic units (grind & brew and brew only) as well as 2 manual
units (portable brewer with and without a grinder).
Project lead time: Charter to Launch Project lead time: Charter to Launch
22 25
0 48 0 48 months months months months
37 ©2018 NEWELL BRANDS
2019 INNOVATIONS
APPLIANCES & COOKWARE: APPLIANCES & COOKWARE:
Countertop
Oven with Air Fryer UV Cleaning Technology
141 116
OPPORTUNITY UNITY E SCORE
H MH
RELEVANCE THE UV CLOTHES REFRESHER RELEVANCE MH ULTRA VIOLET MH-H
LAUNDRY BASQUET
DIFFERENTIATION
DIFFERENTIATION
THE FRESHEN UP GYM BAG
A toaster oven with a unique air-fryer technology for a healthier and yet A suite of UV Light technology products that help to elongate crispy fried like consistency. Ovens can already be used for many cooking the life of a consumer’s
garments. The UV technology eliminates odors occasions so the additional air fryer feature can reduce the need to buy and germs from their clothes in between washes. an additional stand alone appliance.
Project lead time: Charter to Launch Project lead time: Charter to Launch
20 24
0 48 0 48 months months months months
©2018 NEWELL BRANDS 38
2019 INNOVATIONS
APPLIANCES & COOKWARE: APPLIANCES & COOKWARE:
Oil Infused
Ceramic Cookware Headache Relief System
123 9
OPPORTUNITY SCORE UNITY E
H H
RELEVANCE RELEVANCE
MH H
DIFFERENTIATION DIFFERENTIATION
Calphalon Classic and Select by Calphalon ceramic cookware The Sunbeam® Therapeutic Head Pain Relief System is specifically that provides the PFOA- and PTFE- free qualities of
ceramic, designed for drug-free, effective relief of pain from sinus and tension infused with oil for higher performance. headaches. It combines heat, cold, and massage therapy to relax the muscles and alleviate pain.
Project lead time: Charter to Launch Project lead time: Charter to Launch
26 36
0 48 0 48 months months months months
39 ©2018 NEWELL BRANDS
2019 INNOVATIONS
APPLIANCES & COOKWARE: APPLIANCES & COOKWARE:
Countertop
Oven with Slide-Away Door Air Fryer with DuraCeramic
133 1
OPPORTUNITY 2019
LAUNCH UNITY SCORE E
MH H
RELEVANCE RELEVANCE
MH 2018 LAUNCH H
FERENTIATION DIFFERENTIATION
Saves countertop space by sliding the door underneath the oven.
Easier access for inserting or
removing food to the oven.
An Air Fryer with DuraCeramic that cooks perfectly crisp food using only
a tablespoon of oil making it the ideal, healthy solution to enjoy
the great taste and texture
of fried food, with less fat.
Project lead time: Charter to Launch Project lead time: Charter to Launch
25 10
0 48 0 48 months months months months
©2018 NEWELL BRANDS 40
2019 INNOVATIONS
APPLIANCES & COOKWARE:
Centrepiece One Pot Multicooker
APPLIANCES & COOKWARE:
Versa Glide Corded-Cordless Iron
125 3
OPPORTUNITY SCORE UNITY E
H H
RELEVANCE RELEVANCE
H H
DIFFERENTIATION DIFFERENTIATION
A Multicooker with a removable cooking vessel that can be placed directly The Sunbeam Cordless iron makes ironing easier. It can be used up to on the table for serving. The cool
touch exterior and easy grip handles 60 seconds in cordless mode to maximize consumer flexibility, make it easy to serve from. Five cooking features include or in corded mode for batch ironing.
Slow Cooking, Sauteing, Steaming, Baking, and Roasting.
Project lead time: Charter to Launch
Project lead time: Charter to Launch
28 12
0 48 0 48 months months months
months
41 ©2018 NEWELL BRANDS
2019 INNOVATIONS
APPLIANCES & COOKWARE: APPLIANCES & COOKWARE:
Sneak Peek Toaster Tiana Clever Cookie and Cake Kit
132 3
OPPORTUNITY SCORE UNITY E
H H
RELEVANCE RELEVANCE
MH MH
DIFFERENTIATION DIFFERENTIATION
A toaster with a lever that can be raised and lowered without
The Oster® Tiana Clever Cookie Kit baking kit includes a hand mixer, beaters, cancelling the toasting process. Quickly check whether the toast whisk, spatula, mixing bowl, measuring cups, and silicone baking pans. needs more time or is ready to
serve. The mixing bowl and cake pan form the container for the tools, saving consumers space in their cabinets.
Project lead time: Charter to Launch Project lead
time: Charter to Launch
20 21
0 48 0 48 months months months months
©2018 NEWELL BRANDS 42
2019 INNOVATIONS
APPLIANCES & COOKWARE: APPLIANCES & COOKWARE:
All-in-One Coffeemaker Calphalon Vertical Waffle Maker
118 0
OPPORTUNITY SCORE UNITY E
MH H
RELEVANCE RELEVANCE
H H
DIFFERENTIATION DIFFERENTIATION
An all-in-one coffeemaker that brews drip coffee, espresso The Calphalon Vertical Waffle Maker provides a quick, easy way to cook and pod/capsule. It will provide high quality coffee beverages delicious waffles.
It features a proprietary ceramic coating to allow batter within a compact easy-to-use appliance. to flow through the waffle maker evenly and reach all sides of the
plates for a complete and crispy, yet fluffy waffle.
Project lead time: Charter to Launch Project lead time: Charter to Launch
25 25
0 48 0 48 months months months months
43 ©2018 NEWELL BRANDS
2019 INNOVATIONS
APPLIANCES & COOKWARE: APPLIANCES & COOKWARE:
Linus Blend
Active Performance Texture Select Blender
1 108
OPPO S ADDITIONAL TEXTURE
SETTINGS OPPORTUNITY SCORE
SMOOTH
H MH
RELEVANCE RELEVANCE
WHIPPED
MH MH
DIFFERENTIATION DIFFERENTIATION
CHUNKY
The unique blade easily blends tough, nutrient-boosting ingredients and Pre-programmed texture settings included on the control panel, effortlessly breaks down hard seed husks, ensuring a smooth tasting blend with options ranging from Smooth, Medium & Chunky. every time.
Preprogramed auto-blend settings are timed to break down This is an expansion of the current programmable user interface ingredients without losing any of their vital nutrients. within the Master and Pro series.
Project lead time: Charter to Launch Project lead time: Charter to Launch
20 26
0 48 0 48 months months months months
©2018 NEWELL BRANDS 44
2019 INNOVATIONS
APPLIANCES & COOKWARE: APPLIANCES & COOKWARE:
Heat Tape
Heated Body Pillow
1 105
OPPO S OPPORTUNITY SCORE
H H
RELEVANCE RELEVANCE
MH H
DIFFERENTIATION DIFFERENTIATION
The New Heated Kinesio Tape combines muscle support for recovery Body pillow with heating wire enhances the benefits of a body pillow with heat therapy for pain relief. The
stretchy tape holds muscles in place, including relieving discomforts, supporting alignment and uses a thin, flexible heated material to provide maximum heat and keeping you warm. directly to the pain source.
Project lead time: Charter to Launch Project lead time: Charter to Launch
22 26
0 48 0 48 months months months months
45 ©2018 NEWELL BRANDS
2019 INNOVATIONS
APPLIANCES & COOKWARE: APPLIANCES & COOKWARE:
Auto Frappe
Maker Easy Clean Slow Cooker
110 4
OPPORTUNITY SCORE UNITY E
H M
RELEVANCE RELEVANCE
H MH
DIFFERENTIATION DIFFERENTIATION
The Mr. Coffee Auto Frappe & Coffee Maker automatically creates fresh Duraceramic infused stoneware coating that is coffeehouse style frappes as well as traditional
hot drip coffee at home PTFE and PFOA-free and makes clean up easy. in one simple appliance. It brews coffee over ice then automatically blends with flavoured ingredients for frappes at home.
Project lead time: Charter to Launch Project lead time: Charter to Launch
25 25
0 48 0 48 months months months months
©2018 NEWELL BRANDS 46
2019 INNOVATIONS
APPLIANCES & COOKWARE: APPLIANCES & COOKWARE:
Hot & Cold Joint Wrap Elite Nonstick
127 7
OPPORTUNITY SCORE UNITY E
H H
RELEVANCE RELEVANCE
H H
Ultra-Durable
DIFFERENTIATION Nonstick DIFFERENTIATION
The Sunbeam® Hot and Cold Wrap is a uniquely shaped product Elite Nonstick cookware that delivers improved durability, updated design, specifically designed to deliver
high-level therapeutic heat or anti- induction capability and a new technology that indicates when the pan is inflammatory cold therapy to the knee, elbow, and shoulder joints. properly preheated. Precise preheat technology notifies you when your
pan is preheated, improving overall cooking performance and nonstick release.
Project lead time: Charter to Launch Project lead time: Charter to Launch
25 43
0 48 0 48 months months months months
47 ©2018 NEWELL BRANDS
2019 INNOVATIONS
APPLIANCES & COOKWARE: APPLIANCES & COOKWARE:
Counter Top
Safe Bakeware Hands-free Heated Massager
1 120
OPPORT S OPPORTUNITY SCORE
H H
RELEVANCE RELEVANCE
H H
DIFFERENTIATION DIFFERENTIATION
A new line of bakeware with stay cool silicone feet. This project will be a variation to our Sunbeam® Heated Shoulder with Ideal for taking straight out of the oven and placing
directly Shiatsu Massage. Instead of strapping to the body, it will clamp onto a on the countertop without damaging surfaces. chair or headboard. It will be the second wave of massaging and heating products that Sunbeam® will introduce to the
market.
Project lead time: Charter to Launch Project lead time: Charter to Launch
41 24
0 48 0 48 months months months months
©2018 NEWELL BRANDS 48
2019 INNOVATIONS
APPLIANCES & COOKWARE: APPLIANCES & COOKWARE:
Dishwasher
Safe ADC Cordless Heated Back Wrap with Shiatsu
111 7
OPPORTUNITY SCORE UNITY
E
H H
RELEVANCE RELEVANCE
H H
DIFFERENTIATION DIFFERENTIATION
A coffeemaker with a detachable electrical system, allowing for it to be
easily dissembled and
placed in the dishwasher.
A cordless version of the Sunbeam® Heated Back Wrap with
Shiatsu Massage. This will allow consumers to move around the house
or use while on the go and
still get the heat and massage therapy.
Project lead time: Charter to Launch Project lead time: Charter to Launch
25 25
0 48 0 48 months months months months
49 ©2018 NEWELL BRANDS
2019 INNOVATIONS
APPLIANCES & COOKWARE: APPLIANCES & COOKWARE:
Wraparound
Heating Pad Rust Proof Bakeware
125 3
OPPORTUNITY SCORE UNITY E
H H
RELEVANCE RELEVANCE
H M
DIFFERENTIATION DIFFERENTIATION
The Sunbeam® Wraparound Heating Pad is designed to allow users to Rustproof bakeware resists rust and surface damage caused by washing customize the shape of their heat
treatment to their specific sources of so it stays looking and performing like new. A unique design prevents pain for more effective pain relief. The long and slim pad easily wraps water from getting trapped in corners and edges. A newly developed
around and attaches to itself with fastening tabs. nonstick surface provides long-lasting nonstick performance.
Project lead time: Charter to Launch Project lead
time: Charter to Launch
25 37
0 48 0 48 months months months months
©2018 NEWELL BRANDS 50
2019 INNOVATIONS
APPLIANCES & COOKWARE: APPLIANCES & COOKWARE:
Dishwasher
Safe Cutlery Bread Select Toaster
119 2
OPPORTUNITY SCORE UNITY E
H MH
RELEVANCE RELEVANCE
MH H
DIFFERENTIATION DIFFERENTIATION
A new line of premium cutlery that is now dishwasher safe.
They do not need to be hand washed
to maintain durability, they can go
straight to into the dishwasher, making clean-up easy.
With the abundant variety of bread types and thicknesses being introduced
in the marketplace,
it is often difficult to get consistent toasting results
with the standard toasting options offered today.
Project lead time: Charter to Launch Project lead time: Charter to Launch
40 24
0 48 0 48 months months months months
51 ©2018 NEWELL BRANDS
2019 INNOVATIONS
APPLIANCES & COOKWARE: APPLIANCES & COOKWARE:
Classic DWS +
No Boil Over Lids Hotter Heating Pad
128 3
OPPORTUNITY SCORE UNITY E
H MH
RELEVANCE RELEVANCE
H H
DIFFERENTIATION DIFFERENTIATION
[Graphic Appears Here]
Calphalon Classic cookware with no boil over lids
prevents messy boil over spills.
The Sunbeam® Hotter heating pad uses new and improved
fabric
that transfers more heat to the skin and muscles,
for maximum pain
relief.
Project lead time: Charter to Launch Project lead time: Charter to Launch
40 26
0 48 0 48 months months months months
©2018 NEWELL BRANDS 52
2019 INNOVATIONS
APPLIANCES & COOKWARE: APPLIANCES & COOKWARE:
Fast-Heating
Electric Skillet Galvatron – Airless Blender
119 1
OPPORTUNITY SCORE E
NITY
H H
RELEVANCE RELEVANCE
H H
DIFFERENTIATION DIFFERENTIATION
FPO
The dimpled surface of the skillet will provide consumers with The Oster® Airless
Blender uses a built-in vacuum pump to remove air faster heat up and cooking time, with superior non-stick performance from the jar prior to blending. Eliminating
contact to air keeps (12” and 16” skillet line for Mass and 16” for Department/Specialty). ingredients fresh and protects essential nutrients to create vitamin-packed meals and drinks.
Project lead time: Charter to Launch Project lead time: Charter to Launch
26 26
0 48 0 48 months months months months
53 ©2018 NEWELL BRANDS
2019 INNOVATIONS
FOOD:
FOOD:
BRILLIANCE® New Sizes FreshWorksTM Herb Saver
128 23
OPPORTUNITY SCORE CORE UNITY
H H
RELEVANCE RELEVANCE
H H
DIFFERENTIATION DIFFERENTIATION
This program seeks to launch additional sizes for the
Rubbermaid Rubbermaid FreshWorks™ Herb Saver is an easy-to-use container BRILLIANCE platform, under both General Use and Pantry lines, which will specifically
designed for herb storage and preservation, maintaining the extend the range of sizes offered to cover additional
common food optimal environment for a variety of
herbs, prolonging their shelf-life. container usage occasions, helping gain incremental market share. Multiple herbs can be stored and grabbed quickly while preparing meals.
Project lead time: Charter to Launch Project lead time: Charter to Launch
36 38
0 48 0 48 months months months months
©2018 NEWELL BRANDS 54
2019 INNOVATIONS
FOOD:
FOOD:
Freezer Burn Ultimate Food Preservation
1 119
OPPO S OPPORTUNITY SCORE
H MH
RELEVANCE RELEVANCE
H H
DIFFERENTIATION DIFFERENTIATION
Rubbermaid FreshWorks™ Freezer Saver reduces freezer burn
by 50% for FreshWorks™ Cheese Saver will launch a solution to keep cheeses fresh and less wasted frozen food. The container features a rigid base with a flexible flavorful. With a premium design consistent with the FreshWorks™ platform lid
that presses together to eliminate excess air. This surface contact the Cheese Saver will deliver superior organization in the refrigerator. protects food from exposure and locks in moisture. The containers should perfectly fit: deli, sliced and
blocked cheeses.
Project lead time: Charter to Launch Project lead time: Charter to Launch
67 68
0 72 0 72 months months months months
55 ©2018 NEWELL BRANDS
2019 INNOVATIONS
FOOD:
FOOD:
One Piece Leak Proof Storage Cap Handheld Vacuum
122 3
OPPORTUNITY SCORE UNITY E
H MH
RELEVANCE RELEVANCE
H MH
DIFFERENTIATION DIFFERENTIATION
The Ball® One Piece Storage Cap project introduces a leak
proof and air The New FoodSaver® Handheld Vacuum Sealer will introduce a compact, tight lid that offers a significant benefit over existing plastic storage caps in easy solution designed to keep food fresh up to 2X longer in the fridge or our
current portfolio. In existing mason jar closure sizes: regular mouth pantry. Quickly and quietly seals foods and convenient docking station (70mm) and wide mouth (86mm). Dishwasher-safe and BPA-free. keeps
the unit charged and takes up minimal counter space.
Project lead time: Charter to Launch Project lead time: Charter to Launch
18 24
0 48 0 48 months months months months
©2018 NEWELL BRANDS 56
2019 INNOVATIONS
HOME
FRAGRANCE: HOME FRAGRANCE:
Yankee Candle Ribbonwick Relaunch High Intensity Candles
1 NA
OPPORT S OPPORTUNITY SCORE
M NA
RELEVANCE RELEVANCE
MH NA
DIFFERENTIATION DIFFERENTIATION
Ambience is an important driver of candle purchase.
The flowing, elongated wick and low,
tapered vessel provides a
unique flame pattern and memorable lighting experience.
High Intensity Candles contain highly concentrated fragrance
specially formulated to fill an
entire room.
Project lead time: Charter to Launch Project lead time: Charter to Launch
20 12
0 48 0 48 months months months months
57 ©2018 NEWELL BRANDS
2019 INNOVATIONS
HOME
FRAGRANCE: HOME FRAGRANCE:
Elevation Collection Spring/Summer New Fragrances Scenterpiece Relaunch
1 123
OPPO S OPPORTUNITY SCORE
H H
RELEVANCE RELEVANCE
MH H
DIFFERENTIATION DIFFERENTIATION
The new elevation collection brings consumers a unique silhouette Wax melt warmers provide continuous fragrance but are messy to clean. and up-to-date look that is enhanced by integrating the lid The new Scenterpiece is the easy to clean wax melt system as a pedestal base while the candle is in use. with high quality Yankee Candle Fragrances in
all new modernized warmer designs.
Project lead time: Charter to Launch Project lead time: Charter to Launch
20 18
0 48 0 48 months months months months
©2018 NEWELL BRANDS 58
2019 INNOVATIONS
HOME
FRAGRANCE: HOME FRAGRANCE:
Pre-fragranced Reeds Story Telling Gift Set
1 NA
OPPO S OPPORTUNITY SCORE
H NA
RELEVANCE RELEVANCE
H NA
DIFFERENTIATION DIFFERENTIATION
Decorative reed diffusers with fragrance in the reeds themselves
rather than in oil to
eliminate concerns around mess and
surface damage caused by spilled fragrance oil.
The story telling gift set comes with a themed candle, story book and
link to play a Spotify
playlist with themed sounds to create the
perfect story telling experience during the holidays.
Project lead time: Charter to Launch Project lead time: Charter to Launch
27 16
0 48 0 48 months months months months
59 ©2018 NEWELL BRANDS
2019 INNOVATIONS
HOME FRAGRANCE: HOME FRAGRANCE:
Target Exclusive Special Collections WoodWick Spill-Proof Fragrance Diffuser
NA 0
OPPORTUNITY UNITY E SCORE
NA H
RELEVANCE RELEVANCE
NA MH
DIFFERENTIATION DIFFERENTIATION
Three specialty candle collections inspired by trends in
fragrance, food, Reed diffusers are a great way to fragrance a small space in a home, but gifting and home décor, providing a unique opportunity to gain incremental can be messy with fragrance oil spills. The WoodWick Spillproof Diffuser
sales by creating a fashion layer to complement the core range. These provides the fragrance experience without any worry of messy spills. collections are exclusive to Target stores in the US, also available in EMEA.
Project lead time: Charter to Launch Project lead time: Charter to Launch
13 19
0 48 0 48 months months months months
©2018 NEWELL BRANDS 60
2019 INNOVATIONS
HOME
FRAGRANCE: HOME FRAGRANCE:
Adjustable Fragrance Beads Fragrance Gel Tins
1
119
OPPO S OPPORTUNITY SCORE
H H
RELEVANCE RELEVANCE
H H
DIFFERENTIATION DIFFERENTIATION
Fragrance beads provide a constant source of fragrance for
small spaces Gel tins provide a spill proof, no mess solution in signature Yankee Candle in the home, but it’s not possible to control fragrance intensity. fragrances that offer five times the fragrance of a typical wax melt. They’re
Adjustable fragrance beads allow for control of the amount of fragrance room-filling fragrances, for the largest rooms in your home, that is released from the decorative vessel.
Project lead time: Charter to Launch Project lead time: Charter to Launch
31 18
0 48 0 48 months months months months
61 ©2018 NEWELL BRANDS
2019 INNOVATIONS
HOME
FRAGRANCE: HOME FRAGRANCE:
Pre-Fragranced Reed Diffuser Fragrance Burst
1
OPPORT S
H
RELEVANCE
H
DIFFERENTIATION DIFFERE
Millefiori is a leader in Reeds in Europe with the Naturals range.
This new range will
complement Naturals with a pre-fragranced option for
consumers who don’t want the risk of oil spills with their reeds.
Aerosol sprays are a quick, easy way to add fragrance to a room but
are not
attractive and need to be stores out of sight. Fragrance burst
provides a decorative and easily accessible solution for a room spray.
Project lead time: Charter to Launch Project lead time: Charter to Launch
17 28
0 48 0 48 months months months months
©2018 NEWELL BRANDS 62
2019 INNOVATIONS
HOME
FRAGRANCE: HOME FRAGRANCE:
Fall 2019 New Fragrances – Flameless Winter 2019 New Fragrances – Flameless
N NA
OPPO S OPPORTUNITY SCORE
NA NA
RELEVANCE RELEVANCE
NA NA
DIFFERENTIATION DIFFERENTIATION
Yankee Candle is famous for high quality, true-to-life season fragrances.
This program will introduce the latest fall fragrances to Yankee Candle
home décor
products.
Yankee Candle is famous for high quality, true-to-life season fragrances.
This program will introduce the latest holiday fragrances to Yankee Candle
home décor products.
Project lead time: Charter to Launch Project lead
time: Charter to Launch
19 22
0 48 0 48 months months months months
63 ©2018 NEWELL BRANDS
2019 INNOVATIONS
OUTDOOR & RECREATION: OUTDOOR & RECREATION:
Bubba All in
One Cooler Coleman Mosquit-No Lantern
123 8
OPPORTUNITY SCORE UNITY E
MH H
RELEVANCE RELEVANCE
H H
DIFFERENTIATION DIFFERENTIATION
The Bubba “All in One” Cooler is the perfect hard-sided cooler for spending A lantern that emits citronella while turned on the day outdoors. Equipped with a cooler
compartment to keep food and to keep mosquitos away. drinks cold, a separate dry storage compartment to keep items protected and secure and drop-down cup holders to keep beverages within reach.
Project lead time: Charter to Launch Project lead time: Charter to Launch
15 27
0 48 0 48 months months months months
©2018 NEWELL BRANDS 64
2019 INNOVATIONS
OUTDOOR & RECREATION: OUTDOOR & RECREATION:
Contigo
Autoseal Lux Contigo Adult Spill Proof Tumbler
1 115
OPPO S OPPORTUNITY SCORE
H H
RELEVANCE RELEVANCE
MH MH
DIFFERENTIATION DIFFERENTIATION
The new Contigo Luxe platform provides premium, sophisticated style A new Luxe platform that provides premium, sophisticated style and and maximum performance. This product
features patented Autoseal maximum performance. This product features a unique straw that is 100% technology with an elevated, metallic finish. spill-proof even when tipped or dropped. Similar to the Luxe Autoseal product line, it includes an
elevated, metallic finish.
Project lead time: Charter to Launch Project lead time: Charter to Launch
20 21
0 48 0 48 months months months months
65 ©2018 NEWELL BRANDS
2019 INNOVATIONS
OUTDOOR & RECREATION: OUTDOOR & RECREATION:
Coleman
Waterproof Backpack Coleman 3-in-1 Light
11 119
OPPORT S OPPORTUNITY SCORE
H MH
RELEVANCE RELEVANCE
M H
DIFFERENTIATION DIFFERENTIATION
The Coleman Waterproof Backpack will deliver a product that
allows A flashlight, lantern, and headlamp integrated into an all-in-one light source, consumers to protect technology and other goods from water. allowing for wider
usage in a variety of locations and situations.
By having an integrated waterproof compartment, consumers will never have to worry about damaging their gear.
Project lead time: Charter to Launch Project lead time: Charter to Launch
20
28
0 48 0 48 months months months months
©2018 NEWELL BRANDS 66
2019 INNOVATIONS
OUTDOOR & RECREATION: OUTDOOR & RECREATION:
Coleman USB
Cooler Coleman Rain Jacket Backpack
1 118
OPPO S OPPORTUNITY SCORE
H MH
RELEVANCE RELEVANCE
H H
DIFFERENTIATION DIFFERENTIATION
Staying connected while enjoying the outdoors just became a whole lot The Coleman Rain Wear Backpack allows consumers to protect themselves easier! The new Coleman USB Cooler
incorporates a USB charger for and their bag from varying weather while on the go. With the rain wear charging small electronic devices into a 60QT wheeled cooler. being integrated into the backpack, consumers will never have to worry about getting
stuck in the rain unprepared.
Project lead time: Charter to Launch Project lead time: Charter to Launch
18 20
0 48 0 48 months months months months
67 ©2018 NEWELL BRANDS
2019 INNOVATIONS
OUTDOOR & RECREATION: OUTDOOR & RECREATION:
Coleman
Anti-Corrosion Flashlights Coleman Can Dispensing Cooler
1 108
OPPORT S
OPPORTUNITY SCORE
H M
RELEVANCE RELEVANCE
H H
DIFFERENTIATION DIFFERENTIATION
A flashlight with a special coating in the battery compartment to prevent The Coleman Can Dispensing Cooler is a soft cooler backpack that battery corrosion, giving the flashlight
longer life. dispenses cans, making it easier than ever to grab a beverage on the go!
The Flashlight also includes a battery indicator allowing for replacement of
the battery prior to the battery dying.
Project lead time: Charter to Launch Project lead time: Charter to Launch
26 15
0 48 0 48 months months months months
©2018 NEWELL BRANDS 68
2019 INNOVATIONS
OUTDOOR & RECREATION: OUTDOOR & RECREATION:
Coleman 2-in-1 Sleeping Bag & Airbed Puddle Jumper Brand Refresh
1 120
OPPO S OPPORTUNITY SCORE
MH H
RELEVANCE RELEVANCE
H H
DIFFERENTIATION DIFFERENTIATION
The Coleman integrated 2-In-1 Sleeping Bag & Airbed and Sleeping Bag & This project gives the Puddle Jumper brand the opportunity to refresh all Camp Pad for an optimized outdoor sleep experience. The patented
designs and branding within the global market. By updating all regions at Coleman technology zips the sleeping bag onto the airbed and camp pad once, the brand will be able to launch with one unified look & feel with so campers will be able
to enjoy a secure and comfortable night’s sleep. new and improved designs, packaging, and branding.
Project lead time: Charter to Launch Project lead time:
Charter to Launch
18 14
0 48 0 48 months months months months
69 ©2018 NEWELL BRANDS
2019 INNOVATIONS
OUTDOOR & RECREATION: OUTDOOR & RECREATION:
Coleman Cooling
Topper Airbed Coleman Multi Drink Jugs
1 127
OPPO S OPPORTUNITY SCORE
MH H
RELEVANCE RELEVANCE
H H
DIFFERENTIATION DIFFERENTIATION
An airbed throughout with a cooling the night gel topper when camping to keep the outside sleeper . cool
A large jug that can dispense different drinks from different sections,
allowing for multiple
drink options in one container.
Project lead time: Charter to Launch Project lead time: Charter to Launch
26 24
0 48 0 48 months months months months
©2018 NEWELL BRANDS 70
2019 INNOVATIONS
OUTDOOR & RECREATION: OUTDOOR & RECREATION:
Puddle Jumper
Kickboard Life Vest Coleman Solar Collection
1 117-135
OPPO OPPORTUNITY SCORE S
H H
RELEVANCE RELEVANCE
H H
DIFFERENTIATION DIFFERENTIATION
A life vest that comes with an attachable kick-board to
encourage proper
swim development and technique with young children.
A tent,
shelter, and backpack with built-in, flexible solar panels to power an
integrated lighting system, personal electronics,
and more.
Project lead time: Charter to Launch Project lead time: Charter to Launch
26 27
0 48 0 48 months months months months
71 ©2018 NEWELL BRANDS
2019 INNOVATIONS
OUTDOOR & RECREATION: OUTDOOR & RECREATION:
Coleman
AutoPitch Tent Coleman Optimal Temp Cooler
1 118
OPPO S OPPORTUNITY SCORE
H H
RELEVANCE RELEVANCE
H H
DIFFERENTIATION DIFFERENTIATION
A poleless tent with an integrated pump and pressure indicator that
automatically inflates and
deflates the tent with a push of a button.
A cooler with an integrated temperature gauge to ensure food and
beverages stay at their optimal temperature.
Project lead time: Charter to Launch Project lead
time: Charter to Launch
26 29
0 48 0 48 months months months months
©2018 NEWELL BRANDS 72
2019 INNOVATIONS
OUTDOOR & RECREATION: OUTDOOR & RECREATION:
Insect
Repelling Tent Adaptable Shelter
1 121
OPPO S OPPORTUNITY SCORE
H MH
RELEVANCE RELEVANCE
MH H
DIFFERENTIATION DIFFERENTIATION
A tent that has flying a mosquito into the- repellant tent, even coating when the that door keeps is open mosquitoes from
A shelter with a pole and canopy system that can be adjusted into different
shapes, sizes, and
heights, allowing for shelter set up in locations with
limited or unique space constraints
Project lead time: Charter to Launch Project lead time: Charter to Launch
22 15
0 48 0 48 months months months months
73 ©2018 NEWELL BRANDS
2019 INNOVATIONS
OUTDOOR & RECREATION:
Rubbermaid 360 Travel Mug & Tumbler
1
OPPO S
H
RELEVANCE
H
DIFFERENTIATION
The Rubbermaid 360 Tumbler line will deliver premium design aesthetics and intuitive functionality. Featuring a lid that allows for 360 degree drinking to take the guesswork out of
sipping on-the-go, the bottles will be leak-proof and insulated for either hot or cold beverages.
Project lead time: Charter to Launch
23
0 48 months months
WRITING:
Prismacolor Premier Graphics Refresh
NA
OPPORTUNITY SCORE
NA
RELEVANCE
NA
DIFFERENTIATION
This project will refresh all graphics (except markers) and merchandising.
Prismacolor is a key player in the Fine Art category, known for its artist-quality products and wide color variety.
Project lead time: Charter to Launch
15
0 48 months months
©2018 NEWELL BRANDS 74
2019 INNOVATIONS
WRITING:
WRITING:
Automatic & Break Resistant Mechanical Pencil Woodcase Break Resistant Lead
1
OPPO S
H
RELEVANCE R
H
DIFFERENTIAT DIFFE N
The new Paper Mate Automatic and Break Resistant Mechanical Pencil is A break-resistant pencil designed with a reinforced graphite core equipped with an auto-feed tip and loaded
with a spring to absorb shock that resists lead breakage even with heavy handwriting pressure and prevent lead breakage. This new pencil will continuously feed lead while and over-sharpening. reducing lead breakage so writing never has to stop.
Project lead time: Charter to Launch Project lead time: Charter to Launch
29
28
0 48 0 48 months months months months
75 ©2018
NEWELL BRANDS
2019 INNOVATIONS
WRITING:
WRITING:
Sharpie Intense New and Improved EXPO Eraser
129 6
OPPORTUNITY SCORE UNITY E
H H
RELEVANCE RELEVANCE
H H
DIFFERENTIATION DIFFERENTIATION
Sharpie Intense Permanent Markers deliver rich, vibrant colors
that contrast New and improved EXPO foam eraser a new EXPO eraser cloth that will against any background, including dark, translucent, and non-traditional trade consumers up from disposable eraser alternates.
Using a new surfaces. The highly saturated ink leaves a silky, smooth finish on surfaces material that quickly and easily removes new and existing marks from dry such as black paper, plastic bags, glass, ceramic, wood and canvas. erase surfaces
significantly better than the current EXPO foam eraser.
Project lead time: Charter to Launch Project lead time: Charter to Launch
61 22
0 72 0 48 months months months months
©2018 NEWELL BRANDS 76
2019 INNOVATIONS
WRITING:
WRITING:
Elmer’s Launch in UK and France Woodcase Grip Pencil
N 125
OPPO S OPPORTUNITY SCORE
NA MH
RELEVANCE RELEVANCE
NA H
DIFFERENTIATION DIFFERENTIATION
This project continues to establish Elmer’s brand in UK /
France by offering
a full range of core school glue items. This will build upon the 2018 launch
that leverages the global slime trend.
Woodcase pencils that feature a special texture along
the full length
of the pencil for a secure grip when writing.
Project lead
time: Charter to Launch Project lead time: Charter to Launch
11 29
0 48 0 48
months months months months
77 ©2018 NEWELL BRANDS
2019 INNOVATIONS
WRITING:
WRITING:
Paper Mate Handwriting Note-Taking Pen Elmer’s Crafting Kits
1 116-119
OPPORT OPPORTUNITY SCORE S
H H
RELEVANCE RELEVANCE
H MH
DIFFERENTIATION DIFFERENTIATION
The Paper Mate Handwriting Note-Taking Pen features two ink
colors, Elmer’s crafting kits offer a great way for moms to bond and interact with allowing kids to write and underline important notes without having to their kids, move away from screen time, and develop physical and cognitive switch between
two writing instruments. skills through crafting. Each kit contains all the ingredients for a Diorama, Sensory Bottle, 3D customer colored scene, or water colored painting.
Project lead time: Charter to Launch Project lead time: Charter to Launch
26 14
0 48 0 48 months months months months
©2018 NEWELL BRANDS 78
2019 INNOVATIONS
WRITING:
WRITING:
New Paper Mate Economy Pen Label Extension for Teens
135 A
OPPORTUNITY UNITY E SCORE
H NA
RELEVANCE RELEVANCE
MH NA
DIFFERENTIATION DIFFERENTIATION
This economy pen will launch as the refresh of Paper
Mate’s Write Bros. An extension to phase 1 of the labeling platform for teens, this project will ballpoint to strengthen Paper Mate’s presence in the value pen market. launch an assortment of patterned decorative labels that will aid in
The additional benefit of an extra-long write life in retail will allow for continuing growth for the brand with teens. stronger claims, and in the contract space, it will beat competitors on price.
Project lead time: Charter to Launch Project lead time: Charter to Launch
22 16
0 48 0 48 months months months months
79 ©2018 NEWELL BRANDS
2019 INNOVATIONS
WRITING:
WRITING:
Krazy Glue Instant Wood Glue Prismacolor Hand Lettering and Sketching Sets
1 111
OPPO S OPPORTUNITY SCORE
H H
RELEVANCE RELEVANCE
MH MH
DIFFERENTIATION DIFFERENTIATION
Krazy Glue instant wood glue allows users to complete their wood working Capitalizing on the Hand Lettering & Sketching trends, Prismacolor projects and repairs
significantly faster than current wood glues. It sets in Beginner & Advanced Hand Lettering/Sketching Kits will provide the perfect a fraction of the time (less than one minute) and eliminates the need to use assortment of premium tools and
instructional tips to empower artists bulky wood clamps. Sandable, stainable & paintable. of all skill levels to achieve their best work.
Project lead
time: Charter to Launch Project lead time: Charter to Launch
16 12
0 48 0 48
months months months months
©2018 NEWELL BRANDS 80
2019 INNOVATIONS
WRITING:
WRITING:
Elmer’s Precision Glue for Adult Crafters Embossing Range for Crafters
1 NA
OPPO S OPPORTUNITY SCORE
H NA
RELEVANCE RELEVANCE
H NA
DIFFERENTIATION DIFFERENTIATION
NEW Elmer’s Precision Glue Applicator features a precise tip, This project will introduce an embossing range targeted specifically making it easier to apply glue to small,
detailed spaces, so users can towards crafters and DIYers. It will include our existing Organizer Xpress complete even the most elaborate projects. embosser and existing embossing label colors in new packaging, as well as introduce new label colors.
Project lead time: Charter to Launch Project lead time: Charter to Launch
27
14
0 48 0 48 months months months months
81 ©2018
NEWELL BRANDS
2019 INNOVATIONS
WRITING:
WRITING:
EXPO Activity Board DYMO LetraTag Refresh
1 NA
OPPO S OPPORTUNITY SCORE
H NA
RELEVANCE RELEVANCE
MH NA
DIFFERENTIATION DIFFERENTIATION
The EXPO Dry Erase Activity Board can transform any worksheet
into a dry Will introduce a new color variant of the existing LetraTag 100H, erase activity by slipping the paper into the transparent activity board. an assortment of labels in new colors and patterns, and a Now, teachers can reuse the same handout
from one class to the next dissolvable label SKU in addition to a packaging refresh without needing extra copies. to existing LetraTag printers and labels.
Project
lead time: Charter to Launch Project lead time: Charter to Launch
16 20
0 48
0 48 months months months months
©2018 NEWELL BRANDS 82
Additional Information
In
connection with Newell Brands’ 2018 Annual Meeting of Shareholders, Newell Brands will file with the U.S. Securities and Exchange Commission (the “SEC”) and mail to the shareholders of record entitled to vote at the 2018 Annual
Meeting a definitive proxy statement and other documents, including a WHITE proxy card. SHAREHOLDERS ARE ENCOURAGED TO READ THE PROXY STATEMENT AND ALL OTHER RELEVANT DOCUMENTS WHEN FILED WITH THE SEC AND WHEN THEY BECOME AVAILABLE BECAUSE THOSE
DOCUMENTS WILL CONTAIN IMPORTANT INFORMATION. When filed with the SEC, the definitive proxy statement and WHITE proxy card will also be mailed to shareholders of record. Investors and other interested parties will be able to obtain the documents
free of charge at the SEC’s website, www.sec.gov, or from Newell Brands at its website, www.newellbrands.com, or through a request in writing sent to Newell Brands at 221 River Street, Hoboken, New Jersey, 07030, Attention: General Counsel.
Participants in Solicitation
The Company and its directors and executive
officers may be deemed to be participants in the solicitation of proxies in connection with the 2018 Annual Meeting. The participants in the solicitation of proxies in connection with the 2018 Annual Meeting are currently anticipated to be the
Company, Patrick D. Campbell, James R. Craigie, Debra A. Crew, Brett Icahn, Andrew Langham, Courtney R. Mather, Michael B. Polk, Judith A. Sprieser, Steven J. Strobel, Michael A. Todman, Ralph Nicoletti, Mark S. Tarchetti, William A. Burke, Bradford
Turner, Nancy O’Donnell, Sofya Tsinis, High River Limited Partnership, Hopper Investments LLC, Barberry Corp., Icahn Partners Master Fund LP, Icahn Offshore LP, Icahn Partners LP, Icahn Onshore LP, Icahn Capital LP, IPH GP LLC, Icahn
Enterprises Holdings L.P., Icahn Enterprises G.P. Inc., Beckton Corp. and Carl C. Icahn. As of the date hereof, Ms. Crew beneficially owns 30 shares of common stock of the Company, par value $1.00 (the “Common Stock”).
Mr. Craigie beneficially owns 3,175 shares of Common Stock, which includes 1,594 shares held in trusts, 797 shares each, for the benefit of Mr. Craigie’s children. Mr. Polk beneficially owns 1,353,392 shares of Common Stock,
which includes 225,872 shares of Common Stock issuable pursuant to stock options and RSUs currently exercisable or exercisable or vesting within 60 days and includes 332,925 shares held in grantor retained annuity trusts for the benefit of
Mr. Polk’s children and 47,303 shares held in trust by Mr. Polk’s wife. Mr. Strobel beneficially owns 50,707 shares of Common Stock. Mr. Todman beneficially owns 54,949 shares of Common Stock. Mr. Nicoletti
beneficially owns 14,788 shares of Common Stock, which includes 25 shares held in a revocable trust by Mr. Nicoletti’s wife, 193 shares in an IRA and 14,570 held in a revocable trust. Mr. Tarchetti beneficially owns 260,949 shares of
Common Stock. Mr. Burke beneficially owns 175,046 shares of Common Stock. Mr. Turner beneficially owns 14,134 shares of Common Stock. Ms. O’Donnell beneficially owns 6,855 shares of Common Stock. As of the date hereof,
Ms. Sprieser and Ms. Tsinis do not beneficially own any shares of Common Stock.
As of the date hereof, High River Limited Partnership has sole voting
power and sole dispositive power with regard to 6,658,602 shares of Common Stock (including shares of Common Stock underlying forward contracts). Each of Hopper Investments LLC, Barberry Corp. and Mr. Carl C. Icahn has shared voting power
and shared dispositive
power with regard to such shares of Common Stock. Icahn Partners Master Fund LP has sole voting power and sole dispositive power with regard
to 10,836,710 shares of Common Stock (including shares of Common Stock underlying forward contracts). Each of Icahn Offshore LP, Icahn Capital LP, IPH GP LLC, Icahn Enterprises Holdings L.P., Icahn Enterprises G.P. Inc., Beckton Corp. and
Mr. Carl C. Icahn has shared voting power and shared dispositive power with regard to such shares of Common Stock. Icahn Partners LP has sole voting power and sole dispositive power with regard to 15,797,701 shares of Common Stock
(including shares of Common Stock underlying forward contracts). Each of Icahn Onshore LP, Icahn Capital LP, IPH GP LLC, Icahn Enterprises Holdings L.P., Icahn Enterprises GP, Beckton Corp. and Mr. Carl C. Icahn has shared voting power and
shared dispositive power with regard to such shares of Common Stock. Mr. Brett Icahn has sole voting power and sole dispositive power with regard to 500,000 shares of Common Stock, including 250,000 shares of Common Stock beneficially owned by
a charitable foundation controlled by Mr. Brett Icahn. As of the date hereof, Messrs. Campbell, Langham and Mather do not beneficially own any shares of Common Stock.
Certain information concerning these participants is also set forth in the Company’s definitive proxy statement, dated March 30, 2017, for its 2017 annual meeting of
shareholders as filed with the SEC on Schedule 14A and the Company’s Current Reports, dated August 24, 2017, January 21, 2018, February 16, 2018, February 22, 2018 and March 19, 2018, as filed with the SEC on Form 8-K. Additional information regarding the interests of these participants in the solicitation of proxies in respect of the 2018 Annual Meeting and other relevant materials will be filed with the SEC when they become
available.
Caution Concerning Forward-Looking Statements
Statements in these
materials, other than those of historical fact, particularly those anticipating future financial performance, business prospects, growth, operating strategies and similar matters, are forward-looking statements within the meaning of the U.S. Private
Securities Litigation Reform Act of 1995 and other federal securities laws. These statements generally can be identified by the use of words such as “intend,” “anticipate,” “believe,” “estimate,”
“project,” “target,” “plan,” “expect,” “will,” “should,” “would” or similar statements. The Company cautions that forward-looking statements are not guarantees because there are
inherent difficulties in predicting future results. In addition, there are no assurances that the Company will complete any or all of the potential transactions, and other initiatives referenced in this release. Actual results may differ materially
from those expressed or implied in the forward-looking statements. Important factors that could cause actual results to differ materially from those suggested by the forward-looking statements include, but are not limited to:
• uncertainties regarding future actions that may be taken by Starboard Value LP (together with its affiliates, “Starboard”) in furtherance of its stated intention
to nominate director candidates for election at Newell Brands’ 2018 Annual Meeting; • potential operational disruption caused by Starboard’s actions that may make it more difficult to maintain relationships with
customers, employees or suppliers; • the Company’s dependence on the strength of retail, commercial and industrial sectors of the economy in various parts of the world; • competition with other manufacturers and distributors of
consumer products; • major retailers’ strong bargaining power and consolidation of the Company’s customers; • the Company’s ability to improve productivity, reduce complexity and streamline operations; • the
Company’s ability to develop innovative new products, to develop, maintain and strengthen end-user brands and to realize the benefits of increased advertising and promotion spend;
• risks related to the Company’s substantial indebtedness, potential increases in interest rates or changes in the Company’s credit ratings; • the Company’s ability to effectively accelerate its transformation plan and
explore and execute its strategic options; • the Company’s ability to complete planned acquisitions and divestitures, to integrate Jarden and other acquisitions and unexpected costs or expenses associated with
acquisitions or dispositions; • changes in the prices of raw materials and sourced products and the Company’s ability to obtain raw materials and sourced products in a timely manner; • the risks inherent to the Company’s foreign
operations, including currency fluctuations, exchange controls and pricing restrictions; • a failure of one of the Company’s key information technology systems or related controls; • future events that could adversely affect the value
of the Company’s assets and require impairment charges; • the impact of United States or foreign regulations on the Company’s operations, including environmental remediation costs; • the potential inability to attract, retain and
motivate key employees; • the resolution of tax contingencies resulting in additional tax liabilities; • product liability, product recalls or related regulatory actions; • the Company’s ability to protect its intellectual
property rights; • significant increases in the funding obligations related to the Company’s pension plans; and • other factors listed from time to time in the Company’s filings with the SEC including, but not limited to, the
Company’s most recent Annual Report on Form 10-K.
The information contained in these materials is as of the date
indicated. The Company assumes no obligation to update any forward-looking statements as a result of new information, future events or developments.
83 ©2018 NEWELL BRANDS
Page No:138
newellbrands.com
Exhibit 3
Investing in our People Own Grown Career Progression Career Planning Leadership Development Training and Skills Competencies Recruitment Diversity SWAP Program Culture and Engagement the last 5 years with a view to being best-in-class. Not only We grow the people that own the future of our brands. Newell is is this well-aligned to the Newell Brands guiding principle of a place where personal and business potential gets unlocked. Own Grown but it also makes strong financial sense. We want people for the long term. We believe that’s good for them, and we know it’s good for Newell Brands. To be able to do this, we need a compelling proposition for our employees in the Development organization: OUR BELIEF: DEVELOP AND GROW FROM WITHIN promote train and from within, develop to high offer career standard progression switch funds reduce loss of recruitments to graduate expertise and experience avoid costly recruitment mid career promotion / advancement if you want it OUR COVENANT if you commit training / development medium to us your to long culture / environment term in return career we will strive leadership to give you … expatriation / secondments We lay out a clear career progression, for careers across the function. Time in role is closely aligned with companies that we compete with in the FMCG industries. Employee Turnover To help us understand the ‘health’ of our organization, we review employee turnover every month, and conduct regular, but less frequent, engagement surveys (see page 3). EMPLOYEE TURNOVER norm for our industry 10 5 15% Newell Brands Development 2014 9 2 11% 2015 8 2 10% 2016 8.1 2.3 10.4% 2017 8.3 1.8 10.1% regretted non-regretted losses losses MARKETING CAREER PROGRESSION Associate Brand Associate Manager Senior Director VP/ CMO Manager Manager Manager SVP time in role by level > 2-3 years > 8 years > 8 years > 8 years years of experience 2-3 years to Manager 10 years to Director 18-20 years to VP 26+ years to CMO Investing in our People R&D CAREER PROGRESSION Associate Engineer Engineer/ Sr. Leader/ Manager/ Sr. Director Vice PM I PM II PM III Manager President time in role by level 1.5 years 2 years 3 years 5 years 8 years years of experience 7 years to Leader 12 years to Director 20 years to VP
Career Planning Leadership Development Career planning at Newell Brands is designed to ensure We have a number of initiatives in place to develop and inspire that every employee has a career plan with a clear our leaders of the future: understanding of their career progression. 360 program: providing feedback to help us support leaders Plans are managed by the Functional Resource Committee through more objective and more focused individual (FRC) and developed through a series of formal career development plans. Piloted with Directors, this program has discussions to identify an employee’s next role, and their now been extended to Senior Managers across Development. subsequent role(s), laying out the steps that will help them prepare for and achieve their career aspirations including Mentoring program: pilot underway with 12 Directors the skills that they will develop along the way. (mentors) and Senior Managers (mentees) from different disciplines, geographies and backgrounds. A two-day MARKETING 4 FRCs career plans for 91 directors workshop provided them with the tools and resources R&D / QUALITY 2 FRCs career plans for 45 directors to help them establish a successful and fulfilling mentoring relationship. Plans to roll-out the program during the FRCs enable us to manage careers COLLECTIVELY course of 2018. and therefore OBJECTIVELY. Inspiring Leadership workstream: the remit of this workstream is to develop leadership competencies within Skills Assessment and Training Curriculum the context of the relevant function. Our aim in our skills program is to: Define the skills needed to be successful at Newell Brands 2018 MARKETING TRAINING AGENDA Set proficiency expectations based on level ASSOCIATE/MANAGER SR MANAGERS DIRECTORS career new 6P Thinking Brand Architecture new Leadership Create a consistent framework for assessing skills across the organization new Pricing Better Briefing & IBP/6P a cadence of assessing Fundamentals Creative Evaluation Develop skills and highlighting Better Briefing & Better Briefing & development opportunities Creative Evaluation Creative Evaluation Provide robust training curriculum / development Management opportunities to enhance individual skills and Essentials organizational capabilities SKILLS ASSESSMENT Brand Development skills LEARNING MANAGEMENT SYSTEM We have just held the 4th annual Skills Assessment exercise for Brand Development, with 558 participants. Each year every marketer and their manager rate themselves on each INNOVATION DIRECTOR LEGACY JARDEN of 23 skills areas that make up the 5 key capabilities TRAINING WEEK SKILLS WEEK (Insights, Brand Strategy, Innovation, Pricing and Activation) number of people to identify any potential gaps in development. trained in 2017 84 51 1,043 Directors participants R&D skills on GKM 1,043 IBP in 2017 Once the skills ‘gap’ has been identified, then a curriculum for the year is agreed on Networks FIRST TIME WORKSHOPS 66 MANAGER integrated upon and implemented. 1,221 TRAINING brand planning courses on Market Logic Most of the training is facilitated 46 pilot program 1,372 443 participants with Writing and internally. on Concept Writing people Home Fragrance trained Competencies In addition to technical and professional skills, Newell Brands identifies In Development, we have brought these to life by 5 competencies that we aspire to in our approach to our work. translating them into specific behaviors that we expect from people at every level. DRIVE FOR COLLABORATE FOR AND CONSUMER COURAGEOUS LEADERSHIP DEVELOP OUR TALENT We’ve introduced competency guides for each RESULTS GROWTH CUSTOMER FOCUS ORGANIZATION AND function, with detailed descriptions and example behaviors for each work level. Feedback is provided against these competencies to help … while demonstrating integrity and authenticity create a culture that raises performance.
Investing in our People Graduate recruitment and internships Diversity in R&D—our partnership with SWE the Society of Women Engineers Our graduate recruitment and intern program is aimed at attracting entry level talent in order to In Brand Development, the ratio of females to males is 65:35. It was develop and promote from within at all other levels clear that an intervention was required for R&D. in the organization and reduce the need to recruit externally for talent at mid career. In October, the R&D graduate recruitment team attended the SWE Conference and Job Fair in Austin, Texas. This is the world’s largest New graduates start their training at Bootcamp: conference and career fair for women in engineering and technology an intensive five day program aimed at a deep in the world. More than 15,000 women attended this year. understanding of our company, our strategy, and to date our model. 20 interns in 2017 2017 Bootcamp 27 grads hired through 165 241 Our booth attracted a lot of interest. We conducted SWE new graduates attendees 51 onsite interviews for associate level positions, joined Development 54 as well as for interns. We received more than 500 resumes and our 128 colleges and VP R&D Baby and Food participated in the plenary panel for ‘Men as Brand Development universities Diversity Partners: Being a Champion of Women in Engineering.’ 37 11 SWE’s mission: R&D and Quality functions “Stimulate women to achieve full potential in careers as engineers and leaders, expand the image of the engineering profession as a positive force in improving the quality of life, 97 interns 205 interns and demonstrate the value of diversity” in 2017 in 2018 Our strengthening partnership with SWE offers: 63 BD 125 BD major presence at the annual SWE conference 34 R&D/QA 80 R&D/QA year round posting of all R&D positions on the SWE national job site on-campus information sessions hosted by SWE And last year, our internship participation in additional activities and SWE events on target campuses Newell Brands program ranked #4 in the leveraging their Executive Training program for on-going development #4 top 100, nominated by current interns, in a survey by career Culture and Engagement in top100 internship programs website WayUp … ahead of Google, Facebook, GE, Apple, The objective of the Culture and Engagement workstream is to P&G, Nike and Unilever. build a connection-based Development culture around 4 key pillars: Connecting Connecting With workstream champions on each SWAP program campus, the team is responsible for a to to our calendar of activities including brand Our SWAP program offers Assistant and Associate Each Other Brands showcases, monthly toasts, leadership level employees, generally 1-3 years in career, the lunches, forums to share best practices, opportunity of a short-term 4-5 month assignment Connecting Connecting to the to a quarterly newsletter, as well as our changing places with a colleague from another part participation in Newell Brands corporate of the world. Community Leadership events such as the Global Day of Service. 2015 in the Marketing function. At the end of 2017 we undertook an engagement survey using By end of 2017 we will have had external partners. The results, whilst pleasing, have provided the over 28 SWAP assignees in 8 impetus for an even greater focus in 2018. cities, 6 countries and all 4 regions. The program is now DEVELOPMENT ENGAGEMENT 2017 expanding to R&D and Quality. 58% 59% 57% Through SWAP, we aim to accelerate the development 49% of these high potential employees, increasing their global or regional business knowledge, giving them the opportunity to learn new work practices, enhance their language skills and cultural diversity, and help them Legacy Legacy develop a network across the globe. 2015 2017 Jarden Newell
Additional Information Caution Concerning Forward-Looking Statements Shareholders, In connection with Newell Newell Brands Brands’ will file 2018 with Annual the U. S. Meeting Securities of and Statements particularly those in these anticipating materials, future other financial than those performance, of historical business fact, record Exchange entitled Commission to vote at (the the “SEC”) 2018 Annual and mail Meeting to the shareholders a definitive proxy of forward-looking prospects, growth, statements operating within strategies the meaning and similar of the matters, U.S. Private are SHAREHOLDERS statement and other ARE documents, ENCOURAGED including TO READ a WHITE THE proxy PROXY card. Securities laws. These Litigation statements Reform generally Act of can 1995 be and identified other federal by the use securities of words STATEMENT WITH THE SEC AND AND ALL WHEN OTHER THEY RELEVANT BECOME DOCUMENTS AVAILABLE BECAUSE WHEN FILED “plan,” such as “expect,” “intend,” “will,” “anticipate,” “should,” “believe,” “would” or “estimate,” similar statements. “project,” “target,” The When THOSE filed DOCUMENTS with the SEC, WILL the CONTAIN definitive IMPORTANT proxy statement INFORMATION. and WHITE Company because there cautions are inherent that forward-looking difficulties in statements predicting future are not results. guarantees In other proxy interested card will also parties be mailed will be to able shareholders to obtain the of record. documents Investors free of and addition, all of the there potential are transactions, no assurances and that other the Company initiatives will referenced complete in this any or charge website, at www. the SEC’s newellbrands. website, com, www. or sec. through gov, or a from request Newell in writing Brands sent at its to release. implied in Actual the forward-looking results may differ statements. materially Important from those factors expressed that could or Attention: Newell Brands General at 221 Counsel. River Street, Hoboken, New Jersey, 07030, forward-looking cause actual results statements to differ include, materially but from are not those limited suggested to: by the Participants in Solicitation Value uncertainties LP (together regarding withfuture its affiliates, actions“Starboard”) that may bein taken furtherance by Starboard of its The be participants Company and in the its solicitation directors and of executive proxies in officers connection may with be deemed the 2018 to stated intention to nominate director candidates for election at Newell Brands’ 2018 Annual Meeting; Annual connection Meeting. with the The 2018 participants Annual Meeting in the solicitation are of proxies in to be the Company, Patrick D. Campbell, James R. Craigie, currently Debra anticipated A. Crew, potential may make operational it more difficult disruption to maintain causedrelationships by Starboard’s withactions customers, that Judith Brett Icahn, A. Sprieser, Andrew Steven Langham, J. Strobel, Courtney Michael R. Mather, A. Todman, Michael Ralph B. Polk, Nicoletti, employees or suppliers; Mark S. Tarchetti, William A. Burke, Bradford Turner, Nancy O’Donnell, the industrial Company’s sectors dependence of the economy on the instrength various parts of retail, of the commercial world; and Barberry Sofya Tsinis, Corp. High , Icahn River Partners Limited Master Partnership, Fund LP, Hopper Icahn Investments Offshore LP, LLC, Icahn Partners LP, Icahn Onshore LP, Icahn Capital LP, IPH GP LLC, Icahn competition products; with other manufacturers and distributors of consumer Enterprises Carl C. Icahn. Holdings L.P., Icahn Enterprises G.P. Inc., Beckton Corp. and Company’s major retailers’ customers; strong bargaining power and consolidation of the As stock of the of the date Company, hereof, Ms. par Crew value beneficially $1.00 (the “Common owns 30 shares Stock”) of . Mr. common Craigie the Company’s ability to improve productivity, reduce complexity and shares beneficially held owns in trusts, 3,175 797 shares shares of each, Common for the Stock, benefit which of Mr. includes Craigie’s 1,594 streamline operations; which children. includes Mr. Polk 225,872 beneficially shares owns of Common 1,353,392 Stock shares issuable of Common pursuant Stock, to the Company’s ability to develop innovative new products, to develop, maintain and strengthen end-user brands and to realize the benefits stock within options 60 days and and RSUs includes currently 332,925 exercisable shares held or exercisable in grantor retained or vesting annuity of increased advertising and promotion spend; trusts for the benefit of Mr. Polk’s children and 47,303 shares held in trust risks increases related in interest to the rates Company’s or changes substantial in the Company’s indebtedness, creditpotential ratings; by Stock. Mr. Polk’s Mr. Todman wife. Mr. beneficially Strobel beneficially owns 54,949 owns shares 50,707 of Common shares of Stock. Common Mr. Nicoletti beneficially owns 14,788 shares of Common Stock, which includes the andCompany’s explore andability execute to its effectively strategic accelerate options; its transformation plan 25 IRA shares and 14,570 held in held a revocable in a revocable trust by trust. Mr. Mr. Nicoletti’s Tarchetti wife, beneficially 193 shares owns in an 260,949 shares of Common Stock. Mr. Burke beneficially owns 175,046 divestitures, the Company’s to integrate ability to Jarden complete andplanned other acquisitions acquisitions and and shares of Common Stock. Mr. Turner beneficially owns 14,134 shares of Common Stock. Ms. O’Donnell beneficially owns 6,855 shares of Common dispositions; unexpected costs or expenses associated with acquisitions or beneficially Stock. As of own the date any shares hereof, of Ms. Common Sprieser Stock. and Ms. Tsinis do not changes Company’s in the ability prices to obtain of rawraw materials materials andand sourced sourced products products andin the a As of the date hereof, High River Limited Partnership has sole voting power and sole dispositive power with regard to 6,658,602 shares of Common timely manner; Stock Each of (including Hopper Investments shares of Common LLC, Barberry Stock underlying Corp. and Mr. forward Carl C. contracts) Icahn has . the risks inherent to the Company’s foreign operations, including currency fluctuations, exchange controls and pricing restrictions; shared shares of voting Common power Stock. and shared Icahn dispositive Partners Master power Fund with LP regard has sole to such voting a failure of one of the Company’s key information technology systems Common power and Stock sole dispositive (including shares power with of Common regard to Stock 10,836,710 underlying shares forward of or related controls; contracts). Each of Icahn Offshore LP, Icahn Capital LP, IPH GP LLC, Icahn future assetsevents and require that could impairment adversely charges; affect the value of the Company’s Enterprises Mr. Carl C. Icahn Holdings has shared L.P., Icahn voting Enterprises power and G. P. shared Inc., Beckton dispositive Corp. power and with regard to such shares of Common Stock. Icahn Partners LP has sole operations, the impact including of Unitedenvironmental States or foreign remediation regulations costs; on the Company’s voting of Common power Stock and sole (including dispositive shares power of Common with regard Stock to 15,797,701 underlying forward shares contracts). Each of Icahn Onshore LP, Icahn Capital LP, IPH GP LLC, Icahn the potential inability to attract, retain and motivate key employees; C. Enterprises Icahn has Holdings shared voting L.P., Icahn power Enterprises and shared GP, dispositive Beckton power Corp. and with Mr. regard Carl the resolution of tax contingencies resulting in additional tax liabilities; and to such sole shares dispositive of Common power with Stock. regard Mr. Brett to 500,000 Icahn has shares sole of voting Common power product liability, product recalls or related regulatory actions; Stock, including 250,000 shares of Common Stock beneficially owned by a the Company’s ability to protect its intellectual property rights; charitable foundation controlled by Mr. Brett Icahn. As of the date hereof, Messrs. Campbell, Langham and Mather do not beneficially own any Company’s significant pension increases plans; in and the funding obligations related to the shares of Common Stock. Certain information concerning these participants is also set forth in the other SEC including, factors listed but not from limited time to to, time thein Company’s the Company’s mostfilings recentwith Annual the Company’s definitive proxy statement, dated March 30, 2017, for its 2017 annual meeting of shareholders as filed with the SEC on Schedule 14A and Report on Form 10-K. February the Company’s 16, 2018, Current February Reports, 22, 2018 dated and August March 24, 19, 2017, 2018, January as filed 21, with 2018, the The information contained in these materials is as of the date indicated. The Company assumes no obligation to update any forward-looking participants SEC on Form in 8-K. the Additional solicitation information of proxies in regarding respect the of the interests 2018 Annual of these statements as a result of new information, future events or developments. Meeting become available. and other relevant materials will be filed with the SEC when they
Exhibit 4
Advertising and Communication Effective Advertising—Our Approach Pre Test Results 15 Second TVCs Websites and Apps Agency Parnters How We Use PR and Social In 2013, and again in 2016, we were confronted with brands As a consequence we centralized creative development to and categories using multiple (hundreds of) agencies across one agency and media to one agency, ensuring that we the advertising media and promotional spectrum. The end were an important client. This allows us access to much result of this was poor quality and expensive advertising. improved creative resource and at reasonable rates. Our approach to effective advertising DYMO ‘Three Little Labels’ ad Creating advertising that will resonate with our consumers The ad idea brought to life in an animatic: is a fine balance of creativity and insights. The key is to root the creative in meaningful insights. Getting this right, means a collaboration between Brand, our global creative agency of record J. Walter Thompson (JWT), and CMI. Our starting point is a clear advertising brief created by the brand team, building on insights from CMI using concept results, innovation work and strategic consumer learnings. We invest heavily in training our Brand teams on judging and evaluating advertising. We also believe that the best The LINK ad test results: advertising is a result of a partnership with our agency, ACTION STANDARDS RAINBOW BOX PERFORMANCE that is formed through a clear and compelling brief. THREE LITTLE LABELS THREE LITTLE LABELS Testing our advertising Branded Breakthrough (AI) 6  – based on DYMO Testing with consumers is essential in the advertising Top 30% for AI = 6 TARGET process. Depending on needs, there are different Branded Linkage 4.07  – based on DYMO approaches: at least meets or exceeds PERCENTILE the norm for Parent Branding 1. Qualitative work. = 4.09 In an ideal world, all advertising ideas would be Key Benefit 67%  Top 30% for Total Spontaneous explored with consumers before moving to Communication of Key Benefit PERSUASION executions, because early input generally leads to a = 45% LT Adj Persuasion Score 3.22  stronger execution. To-date, this work has typically – based on DYMO AWARENESS INDEX been done when we are trying to land a major Mobile Labeler PERCENTILE Top 30% LT Adjusted campaign and/or it becomes clear that there are Persuasion = 2.88 gaps in our understanding (eg how consumers will react to a particular idea, style, use of language, or just different ways we could bring it to life). There is much evidence that advertising executions don’t always travel well. To this end, we test ads in 2. Quantitative work. different countries to ensure that they are effective Once the ad idea is brought to life as an execution in changing behaviour. (through animatic or print depending on objectives), the team aligns on what will be submitted for a LINK ADS TESTED IN MULTIPLE COUNTRIES, 2013-2018 test. This is a quantitative test among our target InkJoy Joy/Spirograph US, Thailand consumers that helps us predict how our ad will Sharpie Roommates/Flatmates US, Mexico, France, UK, China, Thailand perform in-market. InkJoy 50 Fingers US, China, France, Thailand Action standards are put in place, based on GKM InkJoy Cat Rub US, China, Thailand guidelines and the research brief (main message). Yankee Candle Valentine’s Day, These action standards guide us as we determine Holiday/Christmas, Fall/Autumn, US, UK if it’s an ad we want to pursue further. In addition to Mom’s Day, Anniversary, Birthday action standards, Link captures a robust set of Rubbermaid Airlock US, UK, ANZ measures and insights that will help optimize Rubbermaid Freshworks US, UK, ANZ the ad further (if needed). Car Seat Dance US, UK
Advertising and Communication How effective is our advertising? We’ve made significant improvements to the quality of our advertising since 2013. ADS AIRED 2013-2017 tv and print . ADS AIRED 2013-2017 30% 50% 76% 83% 91% PERCENTILE 40% 100% 50% 30% 24% 9% 17% PERSUASION norm 2013 2014 2015 2016 2017 AWARENESS INDEX PERCENTILE The 15 second TV ad Get outdoors with the Coleman app Most companies use on average 30 second tv spots. However, Just released, the Coleman we believe, based on empirical data, that this is wasteful, and that Get Outdoors app makes it easy a 15 second ad can be just as effective in changing behaviour but, for you to go camping with obviously, twice as efficient. your friends and loved ones. Find stunning campsites, Refreshing our websites delicious recipes, expert gear recommendations and get advice from camping pros. A project is underway to redesign key Newell Brands websites We want to make your next outdoor adventure an to better reflect our branding, allow access to our sites on mobile amazing one. devices, give consumers the opportunity to purchase products quickly and effectively from us or our customers, re-platform Developed in 6 months, this is our second app. the sites so we can efficiently maintain them and, overall, exceed With the Coleman app, we aim to: the expectations of our customers and consumers. deliver product information relevant to a consumer’s chosen outdoor activity increase trial of Coleman products redesigned websites for drive brand engagement through the app Graco and Baby Jogger to owned and earned platforms create a Coleman community that is inspired launched in April 2017 and confident to spend more time outdoors refreshes for Paper Mate, Sharpie, Elmer’s, Expo create loyalty and build trust in the Coleman and Prismacolor followed brand and products as the ones that enable lasting memories
Advertising and Communication The value of PR & Social Media in the marketing mix Current PR & Social partners Cohn & Wolfe – Our PR Agency of Record P “Amplify your brandstory” responsible for developing annual PR plans, PAID EARNED Ex: Advertising and paid social media executing those plans, and providing regular monitoring reports. BRAND CORE E “Enable others to tell your brand story” IDEA Ex: Earned media coverage and influencer relations JWT – Consulted with top-tier or celebrity 360-campaign influencers, particularly when OWNED SHARED S “Co-create your brand story” video content is generated. Ex: Social media communities Splash – Responsible for nearly advertising video production. O “Tell your brandstory” Ex: Brand website and digitalchannels PHD – Responsible for paid media. Edelman – Responsible for issues Supporting the business management. PR & Social Media teams sit within Marketing Operations, Social Native – Tool used by the social which supports brands centrally. media and PR teams to run influencer programs. Social Digital PR CRM Strategy Media Activation What we measure: PR & Social KPIs Impressions = The number of times the coverage or content was seen. Placements = The number of media hits COOKWARE RECREATION secured. Placements include blog posts, APPLIANCES & BABY FOOD HOME FRAGRANCE OUTDOOR& WRITING influencer social channel posts, online articles, print articles, and TV broadcast placements. PR & Social Media offer consumer driven support across the Newell Message Penetration = How often our Brands portfolio. In 2017, our brands enjoyed unprecedented publicity designated messaging appeared in the as a result of best in class campaigns media coverage. in 2017 … Share of Voice = How much our brands are mentioned in the media vs. our competitors. 17 billion 20,000 35 Sentiment = Whether coverage and content global PR media brands was positive, negative, or neutral. impressions placements with PR support Engagements = The number of consumers who took action on a post (Likes + comments + shares + retweets +@replies + clicks) Paid CPM = Cost per thousand impressions of paid social media Demand Generation= Driving conversion to brand.com
Advertising and Communication Best in class PR & Social programs Baby Jogger lands a placement on Good Morning America The PR and Social Media teams have conducted award- The PR team worked with The Wirecutter, winning communications programs for Paper Mate, a New York Times-owned review site, Sharpie, Newell fishing brands, Yankee Candle, and more. to provide information needed to rank the City Mini as the best full-size stroller. Sharpie named the most “amazingly creative” 37.2 m Instagramming brand The coverage was impressions so credible that it was picked up by several other news outlets – including Good Morning America. Elmer’s launches Glow-in-the-Dark Glue results from March 1-7 launch: 80.5 million impressions from earned media 203,139 organic social media impressions 40,205 organic social media engagements 5,000 Yankee Candle opens its first SoHo Pop-Up Shop new followers in less than a week nearly 6.7k earned media coverage views on our profile (average is1-1.5k) influencer custom in 72 outlets to drive engagement snapchat 301 million impressions filter “Immerse yourself in Sharpie finds an authentic spokesperson in Jason Wu scented candle bliss at this Yankee influencer partnership: +50m Candlepop-up” sponsored dinner at NYFW impressions media event with target editors and influencers custom social media content posted on 19 million social media Jason Wu’s channels impressions brand video with Jason and 952K engagements Wu professing his 1.9 million video views social media sweepstakes love for Sharpie broadcast coverage brand coverage in … EXTERNAL RECOGNITIION Our PR and Social Media teams were Stop Smears, Spread Joy with Paper Mate InkJoy recognized recently by the Public Sabre Award for as the best Marketing to Youth campaign Relations Society of America (PRSA) PRSA Georgie Award of Excellence Events & Observances and the SABRE Awards for their work. – More than Seven Days Sharpie Extreme: Launching a Brand From 20,000 Feet PRSA Georgia recognition for Marketing Consumer Products – Packaged Goods PRSA Georgia Phoenix Award, top scoring entry for category Yankee Candle Gets Personal with Fans PRSA Georgia Award of Excellence from PRSA Georgia for Marketing Consumer Products – Non-packaged Goods
Additional Information Caution Concerning Forward-Looking Statements Shareholders, In connection with Newell Newell Brands Brands’ will file 2018 with Annual the U. S. Meeting Securities of and Statements particularly those in these anticipating materials, future other financial than those performance, of historical business fact, record Exchange entitled Commission to vote at (the the “SEC”) 2018 Annual and mail Meeting to the shareholders a definitive proxy of forward-looking prospects, growth, statements operating within strategies the meaning and similar of the matters, U.S. Private are SHAREHOLDERS statement and other ARE documents, ENCOURAGED including TO READ a WHITE THE proxy PROXY card. Securities laws. These Litigation statements Reform generally Act of can 1995 be and identified other federal by the use securities of words STATEMENT WITH THE SEC AND AND ALL WHEN OTHER THEY RELEVANT BECOME DOCUMENTS AVAILABLE BECAUSE WHEN FILED “plan,” such as “expect,” “intend,” “will,” “anticipate,” “should,” “believe,” “would” or “estimate,” similar statements. “project,” “target,” The When THOSE filed DOCUMENTS with the SEC, WILL the CONTAIN definitive IMPORTANT proxy statement INFORMATION. and WHITE Company because there cautions are inherent that forward-looking difficulties in statements predicting future are not results. guarantees In other proxy interested card will also parties be mailed will be to able shareholders to obtain the of record. documents Investors free of and addition, all of the there potential are transactions, no assurances and that other the Company initiatives will referenced complete in this any or charge website, at www. the SEC’s newellbrands. website, com, www. or sec. through gov, or a from request Newell in writing Brands sent at its to release. implied in Actual the forward-looking results may differ statements. materially Important from those factors expressed that could or Attention: Newell Brands General at 221 Counsel. River Street, Hoboken, New Jersey, 07030, forward-looking cause actual results statements to differ include, materially but from are not those limited suggested to: by the Participants in Solicitation Value uncertainties LP (together regarding withfuture its affiliates, actions“Starboard”) that may bein taken furtherance by Starboard of its The be participants Company and in the its solicitation directors and of executive proxies in officers connection may with be deemed the 2018 to stated intention to nominate director candidates for election at Newell Brands’ 2018 Annual Meeting; Annual connection Meeting. with the The 2018 participants Annual Meeting in the solicitation are of proxies in to be the Company, Patrick D. Campbell, James R. Craigie, currently Debra anticipated A. Crew, potential may make operational it more difficult disruption to maintain causedrelationships by Starboard’s withactions customers, that Judith Brett Icahn, A. Sprieser, Andrew Steven Langham, J. Strobel, Courtney Michael R. Mather, A. Todman, Michael Ralph B. Polk, Nicoletti, employees or suppliers; Mark S. Tarchetti, William A. Burke, Bradford Turner, Nancy O’Donnell, the industrial Company’s sectors dependence of the economy on the instrength various parts of retail, of the commercial world; and Barberry Sofya Tsinis, Corp. High , Icahn River Partners Limited Master Partnership, Fund LP, Hopper Icahn Investments Offshore LP, LLC, Icahn Partners LP, Icahn Onshore LP, Icahn Capital LP, IPH GP LLC, Icahn competition products; with other manufacturers and distributors of consumer Enterprises Carl C. Icahn. Holdings L.P., Icahn Enterprises G.P. Inc., Beckton Corp. and Company’s major retailers’ customers; strong bargaining power and consolidation of the As stock of the of the date Company, hereof, Ms. par Crew value beneficially $1.00 (the “Common owns 30 shares Stock”) of . Mr. common Craigie the Company’s ability to improve productivity, reduce complexity and shares beneficially held owns in trusts, 3,175 797 shares shares of each, Common for the Stock, benefit which of Mr. includes Craigie’s 1,594 streamline operations; which children. includes Mr. Polk 225,872 beneficially shares owns of Common 1,353,392 Stock shares issuable of Common pursuant Stock, to the Company’s ability to develop innovative new products, to develop, maintain and strengthen end-user brands and to realize the benefits stock within options 60 days and and RSUs includes currently 332,925 exercisable shares held or exercisable in grantor retained or vesting annuity of increased advertising and promotion spend; trusts for the benefit of Mr. Polk’s children and 47,303 shares held in trust risks increases related in interest to the rates Company’s or changes substantial in the Company’s indebtedness, creditpotential ratings; by Stock. Mr. Polk’s Mr. Todman wife. Mr. beneficially Strobel beneficially owns 54,949 owns shares 50,707 of Common shares of Stock. Common Mr. Nicoletti beneficially owns 14,788 shares of Common Stock, which includes the andCompany’s explore andability execute to its effectively strategic accelerate options; its transformation plan 25 IRA shares and 14,570 held in held a revocable in a revocable trust by trust. Mr. Mr. Nicoletti’s Tarchetti wife, beneficially 193 shares owns in an 260,949 shares of Common Stock. Mr. Burke beneficially owns 175,046 divestitures, the Company’s to integrate ability to Jarden complete andplanned other acquisitions acquisitions and and shares of Common Stock. Mr. Turner beneficially owns 14,134 shares of Common Stock. Ms. O’Donnell beneficially owns 6,855 shares of Common dispositions; unexpected costs or expenses associated with acquisitions or beneficially Stock. As of own the date any shares hereof, of Ms. Common Sprieser Stock. and Ms. Tsinis do not changes Company’s in the ability prices to obtain of rawraw materials materials andand sourced sourced products products andin the a As of the date hereof, High River Limited Partnership has sole voting power and sole dispositive power with regard to 6,658,602 shares of Common timely manner; Stock Each of (including Hopper Investments shares of Common LLC, Barberry Stock underlying Corp. and Mr. forward Carl C. contracts) Icahn has . the risks inherent to the Company’s foreign operations, including currency fluctuations, exchange controls and pricing restrictions; shared shares of voting Common power Stock. and shared Icahn dispositive Partners Master power Fund with LP regard has sole to such voting a failure of one of the Company’s key information technology systems Common power and Stock sole dispositive (including shares power with of Common regard to Stock 10,836,710 underlying shares forward of or related controls; contracts). Each of Icahn Offshore LP, Icahn Capital LP, IPH GP LLC, Icahn future assetsevents and require that could impairment adversely charges; affect the value of the Company’s Enterprises Mr. Carl C. Icahn Holdings has shared L.P., Icahn voting Enterprises power and G. P. shared Inc., Beckton dispositive Corp. power and with regard to such shares of Common Stock. Icahn Partners LP has sole operations, the impact including of Unitedenvironmental States or foreign remediation regulations costs; on the Company’s voting of Common power Stock and sole (including dispositive shares power of Common with regard Stock to 15,797,701 underlying forward shares contracts). Each of Icahn Onshore LP, Icahn Capital LP, IPH GP LLC, Icahn the potential inability to attract, retain and motivate key employees; C. Enterprises Icahn has Holdings shared voting L.P., Icahn power Enterprises and shared GP, dispositive Beckton power Corp. and with Mr. regard Carl the resolution of tax contingencies resulting in additional tax liabilities; and to such sole shares dispositive of Common power with Stock. regard Mr. Brett to 500,000 Icahn has shares sole of voting Common power product liability, product recalls or related regulatory actions; Stock, including 250,000 shares of Common Stock beneficially owned by a the Company’s ability to protect its intellectual property rights; charitable foundation controlled by Mr. Brett Icahn. As of the date hereof, Messrs. Campbell, Langham and Mather do not beneficially own any Company’s significant pension increases plans; in and the funding obligations related to the shares of Common Stock. Certain information concerning these participants is also set forth in the other SEC including, factors listed but not from limited time to to, time thein Company’s the Company’s mostfilings recentwith Annual the Company’s definitive proxy statement, dated March 30, 2017, for its 2017 annual meeting of shareholders as filed with the SEC on Schedule 14A and Report on Form 10-K. February the Company’s 16, 2018, Current February Reports, 22, 2018 dated and August March 24, 19, 2017, 2018, January as filed 21, with 2018, the The information contained in these materials is as of the date indicated. The Company assumes no obligation to update any forward-looking participants SEC on Form in 8-K. the Additional solicitation information of proxies in regarding respect the of the interests 2018 Annual of these statements as a result of new information, future events or developments. Meeting become available. and other relevant materials will be filed with the SEC when they
Exhibit 5
Accelerating Innovation How we Manage the Innovation Funnel Shape and Quality of the Funnel Concept Testing Revenue from Innovation Accelerating the Funnel Action Standards Newell Brands uses a conventional three-stage and gate been set at 30% of revenue over a three year period. Funnel funnel approach for managing innovation. Over the past five values are discounted to take into consideration risk in the years this has been refined as the volume of ideas has funnel and success once launched. These rates are reviewed increased dramatically. The amount of innovation required has every 6 months. Different substitution factors are applied. The Newell Brands innovation funnel Almost all the ideas that enter the funnel charter are quantitatively tested prior to passing contract the cart stage of the funnel. launch Action standards (hurdle rates) are raised as projects progress through the funnel. Time to market and delays to launch are MIX IDEAS CONCEPTS CHARTER LAUNCH monitored frequently. DEVELOPMENT Success rates (that impact funnel value) are updated frequently. How we manage our innovation funnel MONTHLY BRAND GATE NETWORK DEVELOPMENT KEEPING At the center of our funnel management MEETING MEETING MEETING process is the Gatekeeping Meeting, MNM BDM GKM GKM – a single, corporate gate keeping MNM provides detailed BDM serves three main The role of the GKM is to: meeting where leaders from Development (Marketing, CMI, R&D), Delivery (Sales, project updates, highlighting purposes – reviewing the ensure that the value and any network concerns, risk quality of innovation funnel, balance of the innovation Supply Chain) and Finance agree on the mitigation plans, and sharing mid-long term funnel meets Newell’s flow of projects through the funnel. resource issues. opportunities/ideas, and growth requirements providing key updates on Additionally, the MNM and BDM meetings Teams should highlight any GKM projects. approve the passage of are monthly stakeholder meetings that projects planned for the next projects through the funnel GKM. Teams should highlight any provide visibility and ensure alignment on only CDI and some CDO areas of concern, align on projects go through GKM key decisions as projects progress Delivery functions should be key decisions, and escalate through GKM. in attendance for visibility to any issues that put a project any issues affecting launch. at risk. monthly monthly monthly co-chaired by chaired by chaired by S/VP Brand Development, Chief Development Officer Chief Development Officer VP R&D, and PMO lead Types of innovation We classify our innovations into Build Expand Disrupt the Core the Core the Market three types: Build the Core win with access create current categories a new category new categories Expand the Core or significantly change eg brand maintenance a current category eg major change and Disrupt the Market line extensions in usage behaviour news to drive core eg significant category product/pack upgrade benefit, brand extension
Accelerating Innovation Shape of the innovation funnel SHAPE OF THE FUNNEL Over the past five years, we have shifted our number of projects NRG NRG Q4’16 Q4’17 funnel innovation funnel to focus on fewer, bigger, 2013 2017+ 2017+ more impactful innovations and away from the many small, short shelf-life innovations very large 8 68 107 that were diverting scarce resources. Our funnel management process is large 8 118 219 designed to get us to Big Hit innovations, a better balanced funnel, still incorporating some near term renovation, and the best medium 64 140 452 possible allocation of limited resources. We are now applying the same rigour to 207 27 328 small the Legacy Jarden businesses – a way to go yet, but we’re making good progress. Quality of the funnel MORE PROJECTS AND FURTHER OUT We strive for more, better quality projects, and further out – our innovation funnel is already filling up for 2022 and beyond. The projects typically would require a greater contribution from R&D. We are achieving a better balance of A BETTER BALANCE OF THE FUNNEL funnel in terms of consumer benefits and technological advance, with more Disrupt the Market projects than ever before. In looking at this balance, it is important that revenue aligns with both the contribution from technology and the impact on the consumer.
Accelerating Innovation Revenue from innovation Our external benchmarks for innovation have been set at 30% of revenue over a three year period, and this shown below, is adjusted for risk in the funnel and at launch.
REVENUE FROM INNOVATION risk adjusted revenue, $m % risk adjusted revenue external target is+30% Idea projects with CMI 2020 Opportunity 2019 Scores 44.7%- 42.6%- Charter 2018 2019 2021 0.5%-38.4%- Contract 2018 2.9%- Launch 2020 32.8%- 2017 2017 29.9%- 4.6%-23.3%- 2018 2019 18.1%-15.8%- 44.2%- 2016 2021 38.4%- 39.8%- 2017 5.2%-29.9%- 28.1%- 2016 2016 2020 23.3%- 2015 2015 2015 2018 15.8%- 12.9%-2014 2016 2017 2014 2019 2013 2014 2015 2015 2016 2017 2018 2019 2020 2021 2022 2015 2016 2017 2018 2019 2020 2021 2022 funnel funnel funnel funnel funnel funnel funnel funnel funnel funnel funnel funnel funnel funnel funnel funnel 2017 onwards includes Legacy Jarden businesses: Appliances & Cookware, Home Fragrance, Outdoor & Recreation At the start of 2017, legacy ACCELERATING FUNNEL REVENUE Jarden funnels were focussed on short-term projects, with HOME FRAGRANCE APPLIANCES & COOKWARE OUTDOOR & RECREATION nothing in the funnel for 2019. 2018 funnel 2019 funnel 2018 funnel 2019 funnel 2018 funnel 2019 funnel Significant progress has 383 been made since then. 296 For example, in just 12 months, 237 200 our Appliances & Cookware 188 145 team conducted 8 ideation sessions, generated 4,000 idea 80 72 fragments, and tested 500 5 0 0 0 concepts (165 of them global) with a 60% pass rate. Jan17 Feb18 Jan17 Feb18 Jan17 Feb18 Jan17 Feb18 Jan17 Feb18 Jan17 Feb18 Action standards – we’re raising the bar ACTION STANDARDS: OPPORTUNITY SCORE Concept testing of our innovations is a cornerstone of our approach to brand and product development. We have established a track record of setting increasingly pre 2018 2018 progressive stretch targets, or action standards, for the concepts we test. CHARTER In 2014, and again at the end of 2017, we raised the bar on the standards we Build the Core 90 105 set ourselves, and more importantly, on the quality of the solutions we bring to Expand the Core 95 110 our consumers. Disrupt the Market 105 120 By making this change, we stretch ourselves to deliver even stronger ideas CONTRACT leading to bigger, better, more successful and impactful innovations. Build the Core 105 110 In doing so, not only will we surpass the expectations of our consumers and Expand the Core 110 120 contribute even further to the success of Newell Brands, we will also build Disrupt the Market 115 130 towards our vision of becoming the best Development organization in the world.
Additional Information Caution Concerning Forward-Looking Statements Shareholders, In connection with Newell Newell Brands Brands’ will file 2018 with Annual the U. S. Meeting Securities of and particularly Statements those in these anticipating materials, future other financial than those performance, of historical business fact, Exchange record entitled Commission to vote at (the the “SEC”) 2018 Annual and mail Meeting to the shareholders a definitive proxy of forward-looking prospects, growth, statements operating within strategies the meaning and similar of the matters, U.S. Private are SHAREHOLDERS statement and other ARE documents, ENCOURAGED including TO READ a WHITE THE proxy PROXY card. laws. Securities These Litigation statements Reform generally Act of can 1995 be and identified other federal by the use securities of words WITH STATEMENT THE SEC AND AND ALL WHEN OTHER THEY RELEVANT BECOME DOCUMENTS AVAILABLE BECAUSE WHEN FILED such “plan,” as “expect,” “intend,” “will,” “anticipate,” “should,” “believe,” “would” or “estimate,” similar statements. “project,” “target,” The When THOSE filed DOCUMENTS with the SEC, WILL the CONTAIN definitive IMPORTANT proxy statement INFORMATION. and WHITE because Company there cautions are inherent that forward-looking difficulties in statements predicting future are not results. guarantees In proxy other interested card will also parties be mailed will be to able shareholders to obtain the of record. documents Investors free of and addition, all of the there potential are transactions, no assurances and that other the Company initiatives will referenced complete in this any or charge website, at www. the SEC’s newellbrands. website, com, www. or sec. through gov, or a from request Newell in writing Brands sent at its to implied release. in Actual the forward-looking results may differ statements. materially Important from those factors expressed that could or Newell Attention: Brands General at 221 Counsel. River Street, Hoboken, New Jersey, 07030, forward-looking cause actual results statements to differ include, materially but from are not those limited suggested to: by the Participants in Solicitation Value uncertainties LP (together regarding withfuture its affiliates, actions“Starboard”) that may bein taken furtherance by Starboard of its The be participants Company and in the its solicitation directors and of executive proxies in officers connection may with be deemed the 2018 to stated intention to nominate director candidates for election at Newell Brands’ 2018 Annual Meeting; Annual Meeting. The participants in the solicitation of proxies in connection the Company, with Patrick the 2018 D. Campbell, Annual Meeting James are R. Craigie, currently Debra anticipated A. Crew, to be may potential make operational it more difficult disruption to maintain causedrelationships by Starboard’s withactions customers, that Brett Judith Icahn, A. Sprieser, Andrew Steven Langham, J. Strobel, Courtney Michael R. Mather, A. Todman, Michael Ralph B. Polk, Nicoletti, employees or suppliers; Mark S. Tarchetti, William A. Burke, Bradford Turner, Nancy O’Donnell, industrial the Company’s sectors dependence of the economy on the instrength various parts of retail, of the commercial world; and Barberry Sofya Tsinis, Corp. High , Icahn River Partners Limited Master Partnership, Fund LP, Hopper Icahn Investments Offshore LP, LLC, Icahn Partners LP, Icahn Onshore LP, Icahn Capital LP, IPH GP LLC, Icahn competition products; with other manufacturers and distributors of consumer Enterprises Carl C. Icahn. Holdings L.P., Icahn Enterprises G.P. Inc., Beckton Corp. and Company’s major retailers’ customers; strong bargaining power and consolidation of the As stock of the of the date Company, hereof, Ms. par Crew value beneficially $1.00 (the “Common owns 30 shares Stock”) of . Mr. common Craigie the Company’s ability to improve productivity, reduce complexity and shares beneficially held owns in trusts, 3,175 797 shares shares of each, Common for the Stock, benefit which of Mr. includes Craigie’s 1,594 streamline operations; children. which includes Mr. Polk 225,872 beneficially shares owns of Common 1,353,392 Stock shares issuable of Common pursuant Stock, to the Company’s ability to develop innovative new products, to develop, maintain and strengthen end-user brands and to realize the benefits within stock options 60 days and and RSUs includes currently 332,925 exercisable shares held or exercisable in grantor retained or vesting annuity of increased advertising and promotion spend; trusts for the benefit of Mr. Polk’s children and 47,303 shares held in trust increases risks related in interest to the rates Company’s or changes substantial in the Company’s indebtedness, creditpotential ratings; Stock. by Mr. Polk’s Mr. Todman wife. Mr. beneficially Strobel beneficially owns 54,949 owns shares 50,707 of Common shares of Stock. Common Mr. Nicoletti beneficially owns 14,788 shares of Common Stock, which includes and the Company’s explore andability execute to its effectively strategic accelerate options; its transformation plan IRA 25 shares and 14,570 held in held a revocable in a revocable trust by trust. Mr. Mr. Nicoletti’s Tarchetti wife, beneficially 193 shares owns in an 260,949 shares of Common Stock. Mr. Burke beneficially owns 175,046 the divestitures, Company’s to integrate ability to Jarden complete andplanned other acquisitions acquisitions and and shares of Common Stock. Mr. Turner beneficially owns 14,134 shares of Common Stock. Ms. O’Donnell beneficially owns 6,855 shares of Common unexpected dispositions; costs or expenses associated with acquisitions or beneficially Stock. As of own the date any shares hereof, of Ms. Common Sprieser Stock. and Ms. Tsinis do not Company’s changes in the ability prices to obtain of rawraw materials materials andand sourced sourced products products andin the a As of the date hereof, High River Limited Partnership has sole voting power and sole dispositive power with regard to 6,658,602 shares of Common timely manner; Stock Each of (including Hopper Investments shares of Common LLC, Barberry Stock underlying Corp. and Mr. forward Carl C. contracts) Icahn has . the risks inherent to the Company’s foreign operations, including currency fluctuations, exchange controls and pricing restrictions; shared shares of voting Common power Stock. and shared Icahn dispositive Partners Master power Fund with LP regard has sole to such voting a failure of one of the Company’s key information technology systems Common power and Stock sole dispositive (including shares power with of Common regard to Stock 10,836,710 underlying shares forward of or related controls; contracts). Each of Icahn Offshore LP, Icahn Capital LP, IPH GP LLC, Icahn future assetsevents and require that could impairment adversely charges; affect the value of the Company’s Enterprises Mr. Carl C. Icahn Holdings has shared L.P., Icahn voting Enterprises power and G. P. shared Inc., Beckton dispositive Corp. power and with regard to such shares of Common Stock. Icahn Partners LP has sole the operations, impact including of Unitedenvironmental States or foreign remediation regulations costs; on the Company’s voting of Common power Stock and sole (including dispositive shares power of Common with regard Stock to 15,797,701 underlying forward shares contracts). Each of Icahn Onshore LP, Icahn Capital LP, IPH GP LLC, Icahn the potential inability to attract, retain and motivate key employees; Enterprises C. Icahn has Holdings shared voting L.P., Icahn power Enterprises and shared GP, dispositive Beckton power Corp. and with Mr. regard Carl the resolution of tax contingencies resulting in additional tax liabilities; to and such sole shares dispositive of Common power with Stock. regard Mr. Brett to 500,000 Icahn has shares sole of voting Common power product liability, product recalls or related regulatory actions; Stock, including 250,000 shares of Common Stock beneficially owned by a the Company’s ability to protect its intellectual property rights; charitable foundation controlled by Mr. Brett Icahn. As of the date hereof, Messrs. Campbell, Langham and Mather do not beneficially own any Company’s significant pension increases plans; in and the funding obligations related to the shares of Common Stock. Certain information concerning these participants is also set forth in the other SEC including, factors listed but not from limited time to to, time thein Company’s the Company’s mostfilings recentwith Annual the Company’s definitive proxy statement, dated March 30, 2017, for its 2017 annual meeting of shareholders as filed with the SEC on Schedule 14A and Report on Form 10-K. February the Company’s 16, 2018, Current February Reports, 22, 2018 dated and August March 24, 19, 2017, 2018, January as filed 21, with 2018, the The information contained in these materials is as of the date indicated. The Company assumes no obligation to update any forward-looking SEC participants on Form in 8-K. the Additional solicitation information of proxies in regarding respect the of the interests 2018 Annual of these statements as a result of new information, future events or developments. Meeting become available. and other relevant materials will be filed with the SEC when they
Exhibit 6
Creating a Consumer Centric Organization Investment in Consumer Understanding CMI Consumer Connects Strategic Studies Agency Partners Global Studies Knowledge Cube Market Logic Shopper Research Market Mix Modelling Trends One of the most fundamental changes in our company, in To achieve this, we have made significant investment 2013 with legacy Newell, and again in 2016 with Jarden, in research and capabilities, in order to provide the has been the move to a consumer-focussed organization. insights necessary for success. Investing in consumer understanding CMI—our Consumer & Market Insights function Understanding the consumer is at the heart of everything Key to a consumer centric organization is an independent we do in Newell Brands. Over the last five years we have Consumer Insights function that partners our Divisions and invested heavily to improve our knowledge of consumers acts as the voice of the consumer in all our innovation and shoppers across all categories. projects. We have built a world class CMI team, from 19 people in 2013, to 61 today providing effective partnering for INVESTMENT IN CONSUMER RESEARCH the marketing organizations. $m BUSINESS PARTNERING RATIOS 3 12 26 Legacy CMI : Marketing Jarden target = 1:5 2018 2013 25 30 Legacy 19 61 19 Newell ratio1:20 ratio1:6 2015 2016 2017 Connecting with our consumers since 2013 we’ve talked to in 2017 We travel around the globe to hear 1 million >400 directly from consumers and to observe consumers consumer studies how they live, learn, work, and play. across all Divisions A few examples from 2017 include: collected data from Exploring suburban London consumers’ existing associations 360,000 with the Rubbermaid and Sistema brand names, to guide consumers Newell’s food storage strategy in the UK market qualitative Qualitative concept co-creation for InkJoy Reynolds in India interviews with Focus groups and in-home ethnographies to explore technical >1,000 and outdoor apparel features in NYC, Minneapolis, and Denver consumers Camping ethnographies in Japan, Australia and the USA to understand unmet needs, pain points and current workarounds Getting our Legacy Jarden businesses up to speed Agency Partners When Jarden joined us in 2016, we invested early in Market Perceptor Ipsos We adopt the best understanding the Appliances and Home Fragrance Brand Perceptor Ipsos techniques available, categories. This was a key factor in helping us to fill the with the right degree innovation funnel rapidly. Habits & Usage Ipsos or TNS of validation, always making Needscope TNS sure the techniques STRATEGIC STUDIES Legacy Newell Newell + Jarden number of studies Idea/Concept Testing Ipsos span categories and countries Product Testing Ipsos allowing comparisons Package Testing Ipsos or PRS to be made. 177 193 Ad Testing Millward Brown Consolidating 133 budgets among 96 72 Shopper Understanding Ipsos fewer suppliers allows 2013 2014 2015 2016 2017 Omnichannel Shopper Ipsos/Kantar further efficiencies. Market Sizing EMI
Creating a Consumer Centric Organization A global approach to consumer understanding in 2017 104 studies We’ve built up our knowledge base not only in the US but in all the regions in which we operate. It’s not a in 14 countries given that consumers behave the same way across outside the US regions, countries or even cities within a country. Understanding the differences in our markets and in our consumers creates further opportunities for us to build our brands and categories. How are we doing?—the Knowledge Cube We regularly assess our understanding of the consumer against 9 criteria, shown in our Knowledge Cube. We do this for each category and sub-category, and use the results of the analysis to guide us in where we need to improve and invest further. At an aggregate, company level, our knowledge of the consumer has improved over the last five years, but we still have a way to go as we bring the legacy Jarden consumer consumer consumer lifestyle as shopper and media businesses up to speed. 2013 2015 2017 market market market definition habits drivers brand brand brand communi image delivery cation information available for information available for information doesn’t more than 70% of the business less than 70% of the business exist or is dated Market Logic—a repository for our consumer insights Market Logic is a workflow and central repository tool which has been adopted by Newell Brands in order to move efficiently and collaboratively as an organization as it pertains to innovation, advertising, and consumer insights. Market Logic has a robust and customizable approval system capability to allow Newell Brands strong governance over all of it’s consumer facing assets and brand planning activities. Having these approval governances ingrained into our processes enables us to ensure that the appropriate cross functional feedback is being considered, that we are being transparent in our dialogue, and most insight output efficiency importantly that decisions are being funneled to the appropriate level of responsibility. 60 hours 25,000 3,000 111,000 saved per In addition to being a workflow and governance tool, findings unique users interactions Market Logic serves as a repository for research manager materials and historical approved work. 3,100 27,000 7,500 create Same day The research and documents stored in the system innovations approvals mix projects approvals are used by the Development team as a way to better understand their consumers and shoppers, and serves as a resource to inform future innovations and decisions. 14,000 Consolidated 1,500 GKM Answers documents agency roster projects in minutes All Research studies are routed, approved and housed in Market Logic to create a consumer insights repository for all of our brands.
Creating a Consumer Centric Organization Omninchannel shopper understanding OMNICHANNEL RESEARCH Inspired by the current macro trends of consumer focus on health and wellness, as well as the growing role of technology/social media in the arduous journey healthy home cooking, the CMI Brand Building team interviewed sometimes leaves purchaser the shopper 39% delayed shoppers to understand their omnichannel approach to purchasing uninspired, (or not purchasing) cookware. purchase and they actually 55% We interviewed eCommerce shoppers/intenders in Atlanta and Denver spend fewer $ than they’d planned in a quant + qual longitudinal study spanning three months, and learned or abandon their that shoppers are often inundated with information, particularly when abandoned cart altogether purchase searching online where selections are seemingly endless. 5% The Omnichannel Shopper Framework THE SHOPPER JOURNEY is a phased, modular research approach that identifies shoppers that are “in the market” and are on a path to purchase. Outcomes allow Newell Brands to optimize efforts across brick and mortar and digital channels by providing an integrated behavioral and attitudinal understanding of the shopper journey. Market Mix Modelling, MMM Trends Understanding the drivers of POS Our ability to predict the future is critical to our success. All the more so given growth is critical and we continue to that we can be working on projects 3-4 years out. It’s important that we try to invest in MMM. get a clear sense of where consumers and shoppers will be in 2022. Over the last few years we’ve carried We partner with several agencies to ensure we have the best picture possible out studies for a number of different of what the future may hold for us. categories and brands: We established a Trends Team to work with business partners in identifying FORMAL MMM relevant trends and embedding yearly US and global consumer survey results WITH THIRD PARTIES: across the Divisions. 2014 Food Storage TRENDS ACTIVITIES 2015 Paper Mate InkJoy Monthly Webinars Monthly Trends Newsletters 2016 Sharpie each on a new month trends focusing topic distributed & Delivery teams to Development 2018 FoodSaver Consumer Culture Share Bi-annual in-person events that give employees presentations INFORMAL MMM on a hot trends topic the opportunity to learn WITH INTERNAL MODELERS: about a different culture live presentation and webex 2017 Home Fragrance Built custom Kantar Futures Custom Questions Baby Amazon Gateway just for Newell site designed Brands built Surveys into US & Global Kantar Futures >600 accounts for different categories
Additional Information Caution Concerning Forward-Looking Statements Shareholders, In connection with Newell Newell Brands Brands’ will file 2018 with Annual the U. S. Meeting Securities of and particularly Statements those in these anticipating materials, future other financial than those performance, of historical business fact, Exchange record entitled Commission to vote at (the the “SEC”) 2018 Annual and mail Meeting to the shareholders a definitive proxy of forward-looking prospects, growth, statements operating within strategies the meaning and similar of the matters, U.S. Private are SHAREHOLDERS statement and other ARE documents, ENCOURAGED including TO READ a WHITE THE proxy PROXY card. laws. Securities These Litigation statements Reform generally Act of can 1995 be and identified other federal by the use securities of words WITH STATEMENT THE SEC AND AND ALL WHEN OTHER THEY RELEVANT BECOME DOCUMENTS AVAILABLE BECAUSE WHEN FILED such “plan,” as “expect,” “intend,” “will,” “anticipate,” “should,” “believe,” “would” or “estimate,” similar statements. “project,” “target,” The When THOSE filed DOCUMENTS with the SEC, WILL the CONTAIN definitive IMPORTANT proxy statement INFORMATION. and WHITE because Company there cautions are inherent that forward-looking difficulties in statements predicting future are not results. guarantees In proxy other interested card will also parties be mailed will be to able shareholders to obtain the of record. documents Investors free of and addition, all of the there potential are transactions, no assurances and that other the Company initiatives will referenced complete in this any or charge website, at www. the SEC’s newellbrands. website, com, www. or sec. through gov, or a from request Newell in writing Brands sent at its to implied release. in Actual the forward-looking results may differ statements. materially Important from those factors expressed that could or Newell Attention: Brands General at 221 Counsel. River Street, Hoboken, New Jersey, 07030, forward-looking cause actual results statements to differ include, materially but from are not those limited suggested to: by the Participants in Solicitation Value uncertainties LP (together regarding withfuture its affiliates, actions“Starboard”) that may bein taken furtherance by Starboard of its The be participants Company and in the its solicitation directors and of executive proxies in officers connection may with be deemed the 2018 to stated intention to nominate director candidates for election at Newell Brands’ 2018 Annual Meeting; Annual Meeting. The participants in the solicitation of proxies in connection the Company, with Patrick the 2018 D. Campbell, Annual Meeting James are R. Craigie, currently Debra anticipated A. Crew, to be may potential make operational it more difficult disruption to maintain causedrelationships by Starboard’s withactions customers, that Brett Judith Icahn, A. Sprieser, Andrew Steven Langham, J. Strobel, Courtney Michael R. Mather, A. Todman, Michael Ralph B. Polk, Nicoletti, employees or suppliers; Mark S. Tarchetti, William A. Burke, Bradford Turner, Nancy O’Donnell, industrial the Company’s sectors dependence of the economy on the instrength various parts of retail, of the commercial world; and Barberry Sofya Tsinis, Corp. High , Icahn River Partners Limited Master Partnership, Fund LP, Hopper Icahn Investments Offshore LP, LLC, Icahn Partners LP, Icahn Onshore LP, Icahn Capital LP, IPH GP LLC, Icahn competition products; with other manufacturers and distributors of consumer Enterprises Carl C. Icahn. Holdings L.P., Icahn Enterprises G.P. Inc., Beckton Corp. and Company’s major retailers’ customers; strong bargaining power and consolidation of the As stock of the of the date Company, hereof, Ms. par Crew value beneficially $1.00 (the “Common owns 30 shares Stock”) of . Mr. common Craigie the Company’s ability to improve productivity, reduce complexity and shares beneficially held owns in trusts, 3,175 797 shares shares of each, Common for the Stock, benefit which of Mr. includes Craigie’s 1,594 streamline operations; children. which includes Mr. Polk 225,872 beneficially shares owns of Common 1,353,392 Stock shares issuable of Common pursuant Stock, to the Company’s ability to develop innovative new products, to develop, maintain and strengthen end-user brands and to realize the benefits within stock options 60 days and and RSUs includes currently 332,925 exercisable shares held or exercisable in grantor retained or vesting annuity of increased advertising and promotion spend; trusts for the benefit of Mr. Polk’s children and 47,303 shares held in trust increases risks related in interest to the rates Company’s or changes substantial in the Company’s indebtedness, creditpotential ratings; Stock. by Mr. Polk’s Mr. Todman wife. Mr. beneficially Strobel beneficially owns 54,949 owns shares 50,707 of Common shares of Stock. Common Mr. Nicoletti beneficially owns 14,788 shares of Common Stock, which includes and the Company’s explore andability execute to its effectively strategic accelerate options; its transformation plan IRA 25 shares and 14,570 held in held a revocable in a revocable trust by trust. Mr. Mr. Nicoletti’s Tarchetti wife, beneficially 193 shares owns in an 260,949 shares of Common Stock. Mr. Burke beneficially owns 175,046 the divestitures, Company’s to integrate ability to Jarden complete andplanned other acquisitions acquisitions and and shares of Common Stock. Mr. Turner beneficially owns 14,134 shares of Common Stock. Ms. O’Donnell beneficially owns 6,855 shares of Common unexpected dispositions; costs or expenses associated with acquisitions or beneficially Stock. As of own the date any shares hereof, of Ms. Common Sprieser Stock. and Ms. Tsinis do not Company’s changes in the ability prices to obtain of rawraw materials materials andand sourced sourced products products andin the a As of the date hereof, High River Limited Partnership has sole voting power and sole dispositive power with regard to 6,658,602 shares of Common timely manner; Stock Each of (including Hopper Investments shares of Common LLC, Barberry Stock underlying Corp. and Mr. forward Carl C. contracts) Icahn has . the risks inherent to the Company’s foreign operations, including currency fluctuations, exchange controls and pricing restrictions; shared shares of voting Common power Stock. and shared Icahn dispositive Partners Master power Fund with LP regard has sole to such voting a failure of one of the Company’s key information technology systems Common power and Stock sole dispositive (including shares power with of Common regard to Stock 10,836,710 underlying shares forward of or related controls; contracts). Each of Icahn Offshore LP, Icahn Capital LP, IPH GP LLC, Icahn future assetsevents and require that could impairment adversely charges; affect the value of the Company’s Enterprises Mr. Carl C. Icahn Holdings has shared L.P., Icahn voting Enterprises power and G. P. shared Inc., Beckton dispositive Corp. power and with regard to such shares of Common Stock. Icahn Partners LP has sole the operations, impact including of Unitedenvironmental States or foreign remediation regulations costs; on the Company’s voting of Common power Stock and sole (including dispositive shares power of Common with regard Stock to 15,797,701 underlying forward shares contracts). Each of Icahn Onshore LP, Icahn Capital LP, IPH GP LLC, Icahn the potential inability to attract, retain and motivate key employees; Enterprises C. Icahn has Holdings shared voting L.P., Icahn power Enterprises and shared GP, dispositive Beckton power Corp. and with Mr. regard Carl the resolution of tax contingencies resulting in additional tax liabilities; to and such sole shares dispositive of Common power with Stock. regard Mr. Brett to 500,000 Icahn has shares sole of voting Common power product liability, product recalls or related regulatory actions; Stock, including 250,000 shares of Common Stock beneficially owned by a the Company’s ability to protect its intellectual property rights; charitable foundation controlled by Mr. Brett Icahn. As of the date hereof, Messrs. Campbell, Langham and Mather do not beneficially own any Company’s significant pension increases plans; in and the funding obligations related to the shares of Common Stock. Certain information concerning these participants is also set forth in the other SEC including, factors listed but not from limited time to to, time thein Company’s the Company’s mostfilings recentwith Annual the Company’s definitive proxy statement, dated March 30, 2017, for its 2017 annual meeting of shareholders as filed with the SEC on Schedule 14A and Report on Form 10-K. February the Company’s 16, 2018, Current February Reports, 22, 2018 dated and August March 24, 19, 2017, 2018, January as filed 21, with 2018, the The information contained in these materials is as of the date indicated. The Company assumes no obligation to update any forward-looking SEC participants on Form in 8-K. the Additional solicitation information of proxies in regarding respect the of the interests 2018 Annual of these statements as a result of new information, future events or developments. Meeting become available. and other relevant materials will be filed with the SEC when they
Exhibit 7
Building Research & Development Intellectual Property Tech Talk Technical Ideas Database Product Lifecycle Management Testing Capabilities Laboratory Buildouts Over the course of the last five years, we’ve made enormous in core areas of technical development. The right strides in building our R&D function. We have invested in people with the right development tools and world-up-skilling our workforce with more PhDs, specialists, and class laboratory facilities makes R&D a core strategic scientists than ever before, strengthening our depth of expertise area for delivering on all of our growth initiatives. Intellectual Property We have benefited over the last five years PATENTS from increased rigor, tools, and knowledge DESIGN & UTILITY 4,813 1,523 in the area of intellectual property (IP). total 1,155 patents Improved operating rhythms, tools, templates, training curriculum, analytics, and strategic 863 887 alignment are all required to elevate our use of IP for opportunity scouting, landscaping, 302 infringement avoidance, and bolstering 83 protection of our innovation investments. This year we also held our first IP Awards APPLIANCES BABY FOOD HOME OUTDOOR & WRITING ceremony where we celebrated and honored & COOKWARE FRAGRANCE RECREATION the creativity of all inventors who received a patent grant in 2017. some Tech Talk examples … Tech Talk TECH TALK since launch 8 months Keego water bottle Tech Talk is an idea database uses squeezable designed, developed and 292 titanium in place implemented by Newell engineers in 2017. It is used to store of plastic submissions new innovative ideas, technologies and trends related to the Newell Brands businesses discovered through our research. 80 Carbon harnessing This resource ensures we keep up-to-speed on outside world people submitted light and oxygen technology advances and gives us the opportunity to cross- to produce objects 12,282 from a pool of resin fertilize ideas across product categories. Each day ends with an visits email blast “Tech Talk Daily Summary”. to the website Since the inception of the program, there have been over 12,000 RFID technology visits to the site, with many innovation sources and leads for MULTIPLE to quantify and track innovation leads liquids and bulk goods new product development technology. for npd PLM (Product Lifecycle Management) through Windchill Implementation A robust product and packaging specification and change Phase 2 Objectives: management system frees trapped capacity, reduces risk, eliminates STANDARDIZE redundancies, speeds up quoting and implementation, facilitates create test requests, and manage and engineering harmonized change specs, approval data storage, processes employee movement, and improves product quality. This has been a across a widely disparate set of Jarden businesses key priority for Newell Brands R&D over the last five years. within the Development & Delivery organization. transition Jarden to Creo 3D CAD software. PHASE 1 At the start of 2017, Windchill was implemented and standardized ELEVATE across all Legacy Newell R&D, with a resulting estimated saving of implement new best practices for BOM creation, document $11.2M/year through: storage and control, GKM process adherence. improved sourcing productivity gains lower legal discovery costs OPTIMIZE lower spec-related quality costs speed to market / speed to savings continue refining the Windchill environment both in legacy obsoleting duplicate IT systems increased vendor non-conformance Newell and during onboarding of legacy Jarden divisions. PHASE 2 payback UPGRADE We are now in Phase 2 of this transformational project to embed vendor specification portal develop into Jarden the harmonized specification system and change update to newest Windchill version management processes deployed in legacy NWL.
Building Research & Development Testing capabilities: our Materials Testing Lab, Huntersville, NC Accelerated investment in our testing and prototyping capabilities has unlocked great opportunity as our new product development funnel increases year over year with innovation that is “high and to the left” of our Consumer Technology Matrix. These programs are the most technically complex, the most radical, to develop, and drive the highest sustainable competitive advantage through proprietary technology. Featured here are three sets of key materials characterization testing capabilities: Polymers and Plastics, Coatings and Surfaces, Metals and Textiles, as well as 3D Prototyping capability and the 2017 Rapid Prototyping pilot program. POLYMER & PLASTICS COATINGS & SURFACES Our capabilities include: Our capabilities include: FT-IR, Nicolet 380 with Continuum Microscope Profilometer: Keyence VK-S1100 Laser Confocal Microscope identification of plastic samples eg competitive benchmarking, images topological surface profiles in 3D, measures surface quality concerns, analysis of failure and contamination. roughness, linear roughness and other geometrical surface features such as the angle of a knife blade edge. Thermogravimetric Analyzer TGA moisture content, filler percentages, degradation studies and Ramehart Model 290 Goniometer chemical bond analysis. measures liquid droplet contact angle on solid surfaces, can determine liquid surface tension and/or substrate surface Differential Scanning Calorimeter DSC energy. contamination percentages, copolymer identification, melting and crystallinity points. Scanning Electron Microscope charges the surface of a sample, back scattered electrons are Thermomechanical Analysis TMA captured to take images up to 300,000x magnification; supplements DSC in determining glass transition temperatures uses include images of metal, textile or plastic surfaces. that might be hard to analyze with the DSC. EDS (Energy Dispersive Spectroscopy) Capillary Rheometer and Melt Flow Indexer performs elemental analysis on a selected area within a SEM predicts the viscosity of a material which corresponds to the image; uses include most materials and composites—metal, extrusion and injection molding process, evaluates shear effects. sandpaper, velcro, marker nibs etc. Keyence 3D Digital Microscope magnification up to 5000X, observe any object entirely in focus with 3D full color image capabilities. METALS & TEXTILES 3D PROTOTYPING Our capabilities include: Our 3D Prototyping Council Microhardness ensures that in this rapidly changing environment, determines hardness of a metal, used as a surrogate for strength, Newell Brands is leveraging relevant, new technologies ductility and wear resistance; uses include measurements on in the support of its new product development. cutlery after heat treatment to determine supplier quality, A pilot program in 2017 placed 10 Rapid Prototyping printers evaluating case hardness, change in hardness due to welding. (Stereolithography and Fused Deposition Modeling) in six of Spectro MaxX Spectrometer our R&D hubs. In five months, over 2,500 parts were printed determines the exact grade of metal; uses include evaluating new and tested for form, fit and ergonomics. supplier grades, competitive benchmarking and quality control. Having a common technology across brands allows for Scanning Electron Microscope with EDS Attachment easy sharing of files, development of best practices, and uses include images of metal, textiles, and other substrates. repeatable part quality regardless of location. Optical Microscope: Zeiss Stereoscope magnification up to 50x; uses include taking images of large The printers are valuable tools for engineers to allow for fractures, defects on a material surface, textile samples, general faster prototyping and more iterations. purpose sample identification. our 3D-prototyping capabilities: bending bench painting material prep manual milling manual turning shear/punch forming welding grinding EDM CNC machining CNC turning left to right: drilling molding sawing quench crack, carbide surface, and a metallic nib sample
Building Research & Development World-Class Laboratory Facilities Significant investment in laboratory facilities for product, HOME FRAGRANCE TEST LAB materials, and packaging testing and analysis has been on- SOUTH DEERFIELD, MA going for 5+ years. In 2017, we started the build-out plans for Appliances & Cookware, Home Fragrance, Writing, Materials and Packaging in support of new product development, Quality Assurance, and VAVE productivity initiatives. CENTRALIZED PACKAGING TEST LAB, HUNTERSVILLE, NC A $10.5M 30K sq ft R&D testing facility that will increase our capability and capacity to develop, prototype and test new innovations for the Home Fragrance market. This facility will align with our growth agenda, particularly in flameless categories, and enable a 20% increase in innovation rate, $200m in additional revenue annually, and $20m/year of iRev. This world-class facility will have capability to: A $3.5M 6K sq ft centralized packaging testing and prototyping maintain existing candle development and testing capability, lab is being built out with new capability to drive world-class, yet expand to include non-candle testing and prototyping consumer delighting, packaging innovation. needs This Huntersville, NC based lab will support all six Development evolve existing analytical testing capabilities & Delivery divisions plus our e-Commerce division for Newell create new CMI testing capabilities via our own fragrance Brands, and is located where our of the 70+ person packaging evaluation booths (vs fragrance supplier booths) and our team resides. ability to replicate a consumer environment (eg living room, The lab will enable rapid package prototyping for early automobile.) innovative concept evaluation and throughout the development process, quality and compliance testing for structural development and all channel/customer specific packaging APPLIANCES & COOKWARE TEST LAB requirements. BOCA RATON, FL Capabilities cover the full array of packaging material, prototype, and transit performance testing for any distribution mode using International Safe Transit Authority (ISTA) compliant test methods. We are also on track to be the first consumer products company to self-certify with Amazon. A $10M 25,000 sq ft lab that consolidates our Appliances & WRITING LAB Cookware test lab capabilities, provides efficiency of a lab CHENNAI, INDIA location near the engineers and enables rapid development and testing for our innovation pipeline. New and updated capabilities include: food science testing, blade sharpness testing, sensory testing, laser particle size analysis, product performance and life testing, prototyping, and claims testing. WRITING LAB A $2M, 10K sq ft facility in Chennai, India is now up and running ATLANTA, GA to support our growing market in pens as we revitalize the Reynolds brand. The hub will have 62 R&D employees, a mechanical lab, chemistry lab, and test facility. India provides access to highly educated and qualified engineers across most engineering disciplines, giving us the opportunity to recruit top product engineers, chemists, testing engineers, data management admins (PLM), and predictive modelers. Mechanical, Writing Performance and Chemistry labs An initial team is already in place supporting the Writing A $1.4M 13K sq ft upgrade to the Writing Lab is underway. business, and our R&D Council (all VPs R&D for Development The core lab, new wet lab, X-ACTO lab, and write test lab have and Delivery) is looking at future opportunities to off-shore increased capability in performance testing and ink based on the success of Chennai for Writing. development. Lab throughput has increased by 140%.
Additional Information Caution Concerning Forward-Looking Statements Shareholders, In connection with Newell Newell Brands Brands’ will file 2018 with Annual the U. S. Meeting Securities of and particularly Statements those in these anticipating materials, future other financial than those performance, of historical business fact, Exchange record entitled Commission to vote at (the the “SEC”) 2018 Annual and mail Meeting to the shareholders a definitive proxy of forward-looking prospects, growth, statements operating within strategies the meaning and similar of the matters, U.S. Private are SHAREHOLDERS statement and other ARE documents, ENCOURAGED including TO READ a WHITE THE proxy PROXY card. laws. Securities These Litigation statements Reform generally Act of can 1995 be and identified other federal by the use securities of words WITH STATEMENT THE SEC AND AND ALL WHEN OTHER THEY RELEVANT BECOME DOCUMENTS AVAILABLE BECAUSE WHEN FILED such “plan,” as “expect,” “intend,” “will,” “anticipate,” “should,” “believe,” “would” or “estimate,” similar statements. “project,” “target,” The When THOSE filed DOCUMENTS with the SEC, WILL the CONTAIN definitive IMPORTANT proxy statement INFORMATION. and WHITE because Company there cautions are inherent that forward-looking difficulties in statements predicting future are not results. guarantees In proxy other interested card will also parties be mailed will be to able shareholders to obtain the of record. documents Investors free of and addition, all of the there potential are transactions, no assurances and that other the Company initiatives will referenced complete in this any or charge website, at www. the SEC’s newellbrands. website, com, www. or sec. through gov, or a from request Newell in writing Brands sent at its to implied release. in Actual the forward-looking results may differ statements. materially Important from those factors expressed that could or Newell Attention: Brands General at 221 Counsel. River Street, Hoboken, New Jersey, 07030, forward-looking cause actual results statements to differ include, materially but from are not those limited suggested to: by the Participants in Solicitation Value uncertainties LP (together regarding withfuture its affiliates, actions“Starboard”) that may bein taken furtherance by Starboard of its The be participants Company and in the its solicitation directors and of executive proxies in officers connection may with be deemed the 2018 to stated intention to nominate director candidates for election at Newell Brands’ 2018 Annual Meeting; Annual Meeting. The participants in the solicitation of proxies in connection the Company, with Patrick the 2018 D. Campbell, Annual Meeting James are R. Craigie, currently Debra anticipated A. Crew, to be may potential make operational it more difficult disruption to maintain causedrelationships by Starboard’s withactions customers, that Brett Judith Icahn, A. Sprieser, Andrew Steven Langham, J. Strobel, Courtney Michael R. Mather, A. Todman, Michael Ralph B. Polk, Nicoletti, employees or suppliers; Mark S. Tarchetti, William A. Burke, Bradford Turner, Nancy O’Donnell, industrial the Company’s sectors dependence of the economy on the instrength various parts of retail, of the commercial world; and Barberry Sofya Tsinis, Corp. High , Icahn River Partners Limited Master Partnership, Fund LP, Hopper Icahn Investments Offshore LP, LLC, Icahn Partners LP, Icahn Onshore LP, Icahn Capital LP, IPH GP LLC, Icahn competition products; with other manufacturers and distributors of consumer Enterprises Carl C. Icahn. Holdings L.P., Icahn Enterprises G.P. Inc., Beckton Corp. and Company’s major retailers’ customers; strong bargaining power and consolidation of the As stock of the of the date Company, hereof, Ms. par Crew value beneficially $1.00 (the “Common owns 30 shares Stock”) of . Mr. common Craigie the Company’s ability to improve productivity, reduce complexity and shares beneficially held owns in trusts, 3,175 797 shares shares of each, Common for the Stock, benefit which of Mr. includes Craigie’s 1,594 streamline operations; children. which includes Mr. Polk 225,872 beneficially shares owns of Common 1,353,392 Stock shares issuable of Common pursuant Stock, to the Company’s ability to develop innovative new products, to develop, maintain and strengthen end-user brands and to realize the benefits within stock options 60 days and and RSUs includes currently 332,925 exercisable shares held or exercisable in grantor retained or vesting annuity of increased advertising and promotion spend; trusts for the benefit of Mr. Polk’s children and 47,303 shares held in trust increases risks related in interest to the rates Company’s or changes substantial in the Company’s indebtedness, creditpotential ratings; Stock. by Mr. Polk’s Mr. Todman wife. Mr. beneficially Strobel beneficially owns 54,949 owns shares 50,707 of Common shares of Stock. Common Mr. Nicoletti beneficially owns 14,788 shares of Common Stock, which includes and the Company’s explore andability execute to its effectively strategic accelerate options; its transformation plan IRA 25 shares and 14,570 held in held a revocable in a revocable trust by trust. Mr. Mr. Nicoletti’s Tarchetti wife, beneficially 193 shares owns in an 260,949 shares of Common Stock. Mr. Burke beneficially owns 175,046 the divestitures, Company’s to integrate ability to Jarden complete andplanned other acquisitions acquisitions and and shares of Common Stock. Mr. Turner beneficially owns 14,134 shares of Common Stock. Ms. O’Donnell beneficially owns 6,855 shares of Common unexpected dispositions; costs or expenses associated with acquisitions or beneficially Stock. As of own the date any shares hereof, of Ms. Common Sprieser Stock. and Ms. Tsinis do not Company’s changes in the ability prices to obtain of rawraw materials materials andand sourced sourced products products andin the a As of the date hereof, High River Limited Partnership has sole voting power and sole dispositive power with regard to 6,658,602 shares of Common timely manner; Stock Each of (including Hopper Investments shares of Common LLC, Barberry Stock underlying Corp. and Mr. forward Carl C. contracts) Icahn has . the risks inherent to the Company’s foreign operations, including currency fluctuations, exchange controls and pricing restrictions; shared shares of voting Common power Stock. and shared Icahn dispositive Partners Master power Fund with LP regard has sole to such voting a failure of one of the Company’s key information technology systems Common power and Stock sole dispositive (including shares power with of Common regard to Stock 10,836,710 underlying shares forward of or related controls; contracts). Each of Icahn Offshore LP, Icahn Capital LP, IPH GP LLC, Icahn future assetsevents and require that could impairment adversely charges; affect the value of the Company’s Enterprises Mr. Carl C. Icahn Holdings has shared L.P., Icahn voting Enterprises power and G. P. shared Inc., Beckton dispositive Corp. power and with regard to such shares of Common Stock. Icahn Partners LP has sole the operations, impact including of Unitedenvironmental States or foreign remediation regulations costs; on the Company’s voting of Common power Stock and sole (including dispositive shares power of Common with regard Stock to 15,797,701 underlying forward shares contracts). Each of Icahn Onshore LP, Icahn Capital LP, IPH GP LLC, Icahn the potential inability to attract, retain and motivate key employees; Enterprises C. Icahn has Holdings shared voting L.P., Icahn power Enterprises and shared GP, dispositive Beckton power Corp. and with Mr. regard Carl the resolution of tax contingencies resulting in additional tax liabilities; to and such sole shares dispositive of Common power with Stock. regard Mr. Brett to 500,000 Icahn has shares sole of voting Common power product liability, product recalls or related regulatory actions; Stock, including 250,000 shares of Common Stock beneficially owned by a the Company’s ability to protect its intellectual property rights; charitable foundation controlled by Mr. Brett Icahn. As of the date hereof, Messrs. Campbell, Langham and Mather do not beneficially own any Company’s significant pension increases plans; in and the funding obligations related to the shares of Common Stock. Certain information concerning these participants is also set forth in the other SEC including, factors listed but not from limited time to to, time thein Company’s the Company’s mostfilings recentwith Annual the Company’s definitive proxy statement, dated March 30, 2017, for its 2017 annual meeting of shareholders as filed with the SEC on Schedule 14A and Report on Form 10-K. February the Company’s 16, 2018, Current February Reports, 22, 2018 dated and August March 24, 19, 2017, 2018, January as filed 21, with 2018, the The information contained in these materials is as of the date indicated. The Company assumes no obligation to update any forward-looking SEC participants on Form in 8-K. the Additional solicitation information of proxies in regarding respect the of the interests 2018 Annual of these statements as a result of new information, future events or developments. Meeting become available. and other relevant materials will be filed with the SEC when they
Exhibit 8
Building our Brands Mapping our Brands NeedScope Maps Perceptor Maps PQ Scores Brand Positioning Brand Extensions Brand Guidelines After our people, our brands are our most valuable assets. Theyto be tomorrow. Once identified and validated, brand need to be nurtured and protected. We employ several industry-positions are articulated using the Brand Pyramid. leading techniques to help us understand where are our brandsThe way in which we bring our brands to life around are today in the mind of the consumer and where we want themthe world is encapsulated in the Brand Guidelines. How we map our brands NeedScope maps NeedScope (Kantar) is a psychological model that illustrates how emotion operates in any category and the relationship consumers have with a brand. In any market there are six archetypal spaces that brands can occupy. This approach is particularly helpful in determining the right portfolio of brands, minimizing substitution and maximizing coverage in any market. It also enables us to see how well constituent parts of a mix are helping to build the totality of the brand. NEEDSCOPE MAP EXTROVERTED & ACTIVE DARING ENJOYMENT INDIVIDUALISTIC AFFILIATIVE & NEED TO RECOGNITION / CONNECTION / & NEED TO STAND OUT ACHIEVEMENT BALANCE FIT IN CONTROL REFLECTION INTROVERTED & DISCREET Many of our brands are seen as ‘family brands’, sitting on the far right of the map. Depending on the size of the space, there are clear opportunities for Newell Brands to fit into other spaces on the map as well. NEWELL BRANDS NEEDSTATES EXTROVERTED & ACTIVE INDIVIDUALISTIC & NEED TO AFFILIATIVE & NEED TO STAND OUT FIT IN INTROVERTED & DISCREET
Building our Brands How we map our brands continued Perceptor maps and PQ scores The Perceptor (IPSOS) map allows us to look at how consumers measure brands on the attributes they consider the most important. It is a true measure of Brand Equity, in that it isolates the impact of awareness. PERCEPTOR MAP for COLEMAN TENTS, JAPAN Trusted. Outdoor Stylish. Easy.to. Casual Versatile Practical.&Additional.Provides. Outdoor Weather. AdvancedInnovative Made.in Brand Experience Designs Use Camping Occasions Fun FeaturesConfidence Brand ResistanceDurability Features Brand Japan (32%) (11%) (9%) (8%) (7%) (7%) (5%) (5%) (4%) (4%) (3%) (2%) (2%) (1%) (0%) 100 TOTAL.CATEGORY 80 60 → 40 COLEMAN 20 market .. average 0 vs -20 market -40 = . 0. MARMOT Positioning. -60 ↠-80 -100 Alpine.Design.PQ:69.(32*) Ogawa.Tents.(Campal.Japan).PQ:117.(40*) Captain.Stag.PQ:76.(82) Coleman.PQ:126 (304) Logos PQ:92 (195) Marmot PQ:81.(32*) Mont Bell.PQ:104.(180) Nordisk PQ:86 (33*) North.Eagle.PQ:82.(30*) Snow Peak.PQ:109.(109) South.Field.PQ:75.(35*) Perceived Quality (PQ) measures a brand’s positioning strength relative to the market. It takes into account both how well a brand is positioned on a driver as well as how important that driver is in explaining preference. A score of 100 is regarded as average. PERCEIVED QUALITY SCORES industry averages competitor brands significantly Strong positioning above market market Above average market About average average Below Average market = 100
Building our Brands BRAND PYRAMID Articulating the position of our brands example The brand positioning pyramid The Brand Positioning Pyramid articulates in a succinct and vivid form the unique core essence of a brand’s identity. Sometimes that identity is already strongly established and the Brand Positioning Pyramid encapsulates it. But more often, a Brand Positioning expresses the ideal ‘best state’ towards which Marketing is helping to build and navigate. Articulating the optimum positioning for a brand is a critical foundational step for any marketing plan. It is not easy to do well. It requires you to take account of many different forms of consumer research findings and other information, and it takes both rigor and flair to do well. It’s worth the effort though – because with a strong Brand Positioning articulated and in place, other elements of marketing strategy and activity become significantly easier to both judge and develop. Brand extensions THE BUILD v BORROW LIST It is important for any line extension that it helps build the In what way does the sub brand borrow from the core equity of the master brand. parent brand? What strengths does the sub brand confer to the parent brand? Too often extensions simply “borrow” from the master brand and this is not a recipe for brand longevity. Is the Build list longer and more meaningful than the Borrow list? BRAND EXTENSIONS example
Building our Brands Brand guidelines For each of our brands, the Brand Guidelines document provides a single reference point on the positioning and communication of the brand. 12 Brand Guidelines documents were developed in 2017, and there are 12 more on the way. Each document includes: brand voice – tone and examples fundamentals – pyramids, architecture and pricing photography – product, lifestyle and packaging specific For any brand, the Brand Guidelines document ensures the seamless handover from Development to Delivery for quality, consistency and integrity of the appearance and messaging of our brands. Brand Guidelines are used to guide advertising, strategic pricing, photography and website content, in-store activation, DTC email design, consumer events and trade shows. Brand Target History Consumer Brand Brand Positioning Voice Logo Photography
Additional Information Caution Concerning Forward-Looking Statements Shareholders, In connection with Newell Newell Brands Brands’ will file 2018 with Annual the U. S. Meeting Securities of and particularly Statements those in these anticipating materials, future other financial than those performance, of historical business fact, Exchange record entitled Commission to vote at (the the “SEC”) 2018 Annual and mail Meeting to the shareholders a definitive proxy of forward-looking prospects, growth, statements operating within strategies the meaning and similar of the matters, U.S. Private are SHAREHOLDERS statement and other ARE documents, ENCOURAGED including TO READ a WHITE THE proxy PROXY card. laws. Securities These Litigation statements Reform generally Act of can 1995 be and identified other federal by the use securities of words WITH STATEMENT THE SEC AND AND ALL WHEN OTHER THEY RELEVANT BECOME DOCUMENTS AVAILABLE BECAUSE WHEN FILED such “plan,” as “expect,” “intend,” “will,” “anticipate,” “should,” “believe,” “would” or “estimate,” similar statements. “project,” “target,” The When THOSE filed DOCUMENTS with the SEC, WILL the CONTAIN definitive IMPORTANT proxy statement INFORMATION. and WHITE because Company there cautions are inherent that forward-looking difficulties in statements predicting future are not results. guarantees In proxy other interested card will also parties be mailed will be to able shareholders to obtain the of record. documents Investors free of and addition, all of the there potential are transactions, no assurances and that other the Company initiatives will referenced complete in this any or charge website, at www. the SEC’s newellbrands. website, com, www. or sec. through gov, or a from request Newell in writing Brands sent at its to implied release. in Actual the forward-looking results may differ statements. materially Important from those factors expressed that could or Newell Attention: Brands General at 221 Counsel. River Street, Hoboken, New Jersey, 07030, forward-looking cause actual results statements to differ include, materially but from are not those limited suggested to: by the Participants in Solicitation Value uncertainties LP (together regarding withfuture its affiliates, actions“Starboard”) that may bein taken furtherance by Starboard of its The be participants Company and in the its solicitation directors and of executive proxies in officers connection may with be deemed the 2018 to stated intention to nominate director candidates for election at Newell Brands’ 2018 Annual Meeting; Annual Meeting. The participants in the solicitation of proxies in connection the Company, with Patrick the 2018 D. Campbell, Annual Meeting James are R. Craigie, currently Debra anticipated A. Crew, to be may potential make operational it more difficult disruption to maintain causedrelationships by Starboard’s withactions customers, that Brett Judith Icahn, A. Sprieser, Andrew Steven Langham, J. Strobel, Courtney Michael R. Mather, A. Todman, Michael Ralph B. Polk, Nicoletti, employees or suppliers; Mark S. Tarchetti, William A. Burke, Bradford Turner, Nancy O’Donnell, industrial the Company’s sectors dependence of the economy on the instrength various parts of retail, of the commercial world; and Barberry Sofya Tsinis, Corp. High , Icahn River Partners Limited Master Partnership, Fund LP, Hopper Icahn Investments Offshore LP, LLC, Icahn Partners LP, Icahn Onshore LP, Icahn Capital LP, IPH GP LLC, Icahn competition products; with other manufacturers and distributors of consumer Enterprises Carl C. Icahn. Holdings L.P., Icahn Enterprises G.P. Inc., Beckton Corp. and Company’s major retailers’ customers; strong bargaining power and consolidation of the As stock of the of the date Company, hereof, Ms. par Crew value beneficially $1.00 (the “Common owns 30 shares Stock”) of . Mr. common Craigie the Company’s ability to improve productivity, reduce complexity and shares beneficially held owns in trusts, 3,175 797 shares shares of each, Common for the Stock, benefit which of Mr. includes Craigie’s 1,594 streamline operations; children. which includes Mr. Polk 225,872 beneficially shares owns of Common 1,353,392 Stock shares issuable of Common pursuant Stock, to the Company’s ability to develop innovative new products, to develop, maintain and strengthen end-user brands and to realize the benefits within stock options 60 days and and RSUs includes currently 332,925 exercisable shares held or exercisable in grantor retained or vesting annuity of increased advertising and promotion spend; trusts for the benefit of Mr. Polk’s children and 47,303 shares held in trust increases risks related in interest to the rates Company’s or changes substantial in the Company’s indebtedness, creditpotential ratings; Stock. by Mr. Polk’s Mr. Todman wife. Mr. beneficially Strobel beneficially owns 54,949 owns shares 50,707 of Common shares of Stock. Common Mr. Nicoletti beneficially owns 14,788 shares of Common Stock, which includes and the Company’s explore andability execute to its effectively strategic accelerate options; its transformation plan IRA 25 shares and 14,570 held in held a revocable in a revocable trust by trust. Mr. Mr. Nicoletti’s Tarchetti wife, beneficially 193 shares owns in an 260,949 shares of Common Stock. Mr. Burke beneficially owns 175,046 the divestitures, Company’s to integrate ability to Jarden complete andplanned other acquisitions acquisitions and and shares of Common Stock. Mr. Turner beneficially owns 14,134 shares of Common Stock. Ms. O’Donnell beneficially owns 6,855 shares of Common unexpected dispositions; costs or expenses associated with acquisitions or beneficially Stock. As of own the date any shares hereof, of Ms. Common Sprieser Stock. and Ms. Tsinis do not Company’s changes in the ability prices to obtain of rawraw materials materials andand sourced sourced products products andin the a As of the date hereof, High River Limited Partnership has sole voting power and sole dispositive power with regard to 6,658,602 shares of Common timely manner; Stock Each of (including Hopper Investments shares of Common LLC, Barberry Stock underlying Corp. and Mr. forward Carl C. contracts) Icahn has . the risks inherent to the Company’s foreign operations, including currency fluctuations, exchange controls and pricing restrictions; shared shares of voting Common power Stock. and shared Icahn dispositive Partners Master power Fund with LP regard has sole to such voting a failure of one of the Company’s key information technology systems Common power and Stock sole dispositive (including shares power with of Common regard to Stock 10,836,710 underlying shares forward of or related controls; contracts). Each of Icahn Offshore LP, Icahn Capital LP, IPH GP LLC, Icahn future assetsevents and require that could impairment adversely charges; affect the value of the Company’s Enterprises Mr. Carl C. Icahn Holdings has shared L.P., Icahn voting Enterprises power and G. P. shared Inc., Beckton dispositive Corp. power and with regard to such shares of Common Stock. Icahn Partners LP has sole the operations, impact including of Unitedenvironmental States or foreign remediation regulations costs; on the Company’s voting of Common power Stock and sole (including dispositive shares power of Common with regard Stock to 15,797,701 underlying forward shares contracts). Each of Icahn Onshore LP, Icahn Capital LP, IPH GP LLC, Icahn the potential inability to attract, retain and motivate key employees; Enterprises C. Icahn has Holdings shared voting L.P., Icahn power Enterprises and shared GP, dispositive Beckton power Corp. and with Mr. regard Carl the resolution of tax contingencies resulting in additional tax liabilities; to and such sole shares dispositive of Common power with Stock. regard Mr. Brett to 500,000 Icahn has shares sole of voting Common power product liability, product recalls or related regulatory actions; Stock, including 250,000 shares of Common Stock beneficially owned by a the Company’s ability to protect its intellectual property rights; charitable foundation controlled by Mr. Brett Icahn. As of the date hereof, Messrs. Campbell, Langham and Mather do not beneficially own any Company’s significant pension increases plans; in and the funding obligations related to the shares of Common Stock. Certain information concerning these participants is also set forth in the other SEC including, factors listed but not from limited time to to, time thein Company’s the Company’s mostfilings recentwith Annual the Company’s definitive proxy statement, dated March 30, 2017, for its 2017 annual meeting of shareholders as filed with the SEC on Schedule 14A and Report on Form 10-K. February the Company’s 16, 2018, Current February Reports, 22, 2018 dated and August March 24, 19, 2017, 2018, January as filed 21, with 2018, the The information contained in these materials is as of the date indicated. The Company assumes no obligation to update any forward-looking SEC participants on Form in 8-K. the Additional solicitation information of proxies in regarding respect the of the interests 2018 Annual of these statements as a result of new information, future events or developments. Meeting become available. and other relevant materials will be filed with the SEC when they
Exhibit 9
An overview of innovation
Additional Information with In connection the U.S. Securities with Newell and Brands’ Exchange 2018 Commission Annual Meeting (the “SEC”) of Shareholders, and mail to Newell the shareholders Brands will file of record documents, entitled including to vote a at WHITE the 2018 proxy Annual card. Meeting SHAREHOLDERS a definitive ARE proxy ENCOURAGED statement and TO other READ THE PROXY AND WHEN STATEMENT THEY BECOME AND ALL AVAILABLE OTHER RELEVANT BECAUSE THOSE DOCUMENTS DOCUMENTS WHEN FILED WILL CONTAIN WITH THE SEC proxy IMPORTANT card will INFORMATION. also be mailed When to shareholders filed with the of record. SEC, the Investors definitive and proxy other statement interested and parties WHITE will Newell be able Brands to obtain at its website, the documents www.newellbrands. free of charge com, at the or through SEC’s website, a request www. in writing sec.gov, sent or from to Newell Brands at 221 River Street, Hoboken, New Jersey, 07030, Attention: General Counsel. Participants in Solicitation The solicitation Company of proxies and its directors in connection and executive with the 2018 officers Annual may Meeting. be deemed The to participants be participants in the in the solicitation the Company, of proxies Patrick in D. connection Campbell, James with the R. 2018 Craigie, Annual Debra Meeting A. Crew, are Brett currently Icahn, anticipated Andrew to be Todman, Langham, Ralph Courtney Nicoletti, R. Mather, Mark S. Michael Tarchetti, B. Polk, William Judith A. Burke, A. Sprieser, Bradford Steven Turner, J. Strobel, Nancy Michael O’Donnell, A. Partners Sofya Tsinis, Master High Fund River LP, Limited Icahn Offshore Partnership, LP, Hopper Icahn Partners Investments LP, Icahn LLC, Onshore Barberry LP, Corp. Icahn , Icahn Capital Carl LP, IPH C. Icahn. GP LLC, Icahn Enterprises Holdings L.P., Icahn Enterprises G.P. Inc., Beckton Corp. and As value of the $1.00 date (the hereof, “Common Ms. Crew Stock”) beneficially . Mr. Craigie owns beneficially 30 shares owns of common 3,175 shares stock of of Common the Company, Stock, par which Mr. Polk includes beneficially 1,594 owns shares 1,353,392 held in trusts, shares 797 of Common shares each, Stock, for which the benefit includes of Mr. 225,872 Craigie’s shares children. of or Common vesting Stock within issuable 60 days pursuant and includes to stock 332,925 options shares and held RSUs in grantor currently retained exercisable annuity or exercisable trusts for the benefit beneficially of Mr. owns Polk’s 50,707 children shares and of 47,303 Common shares Stock. held Mr. in trust Todman by Mr. beneficially Polk’s wife. owns Mr. 54,949 Strobel shares of Common shares held Stock. in a revocable Mr. Nicoletti trust beneficially by Mr. Nicoletti’s owns 14,788 wife, 193 shares shares of Common in an IRA Stock, and 14,570 which held includes in a 25 beneficially revocable trust. owns Mr. 175,046 Tarchetti shares beneficially of Common owns Stock. 260,949 Mr. shares Turner of beneficially Common Stock. owns 14,134 Mr. Burke shares of Common hereof, Ms. Stock. Sprieser Ms. O’Donnell and Ms. Tsinis beneficially do not owns beneficially 6,855 shares own any of shares Common of Common Stock. As Stock. of the date As power of the with date regard hereof, to 6,658,602 High River shares Limited of Partnership Common Stock has sole (including voting shares power of and Common sole dispositive Stock underlying Icahn has shared forward voting contracts) power . Each and shared of Hopper dispositive Investments power LLC, with Barberry regard to Corp. such and shares Mr. Carl of C. Common with regard Stock. to 10,836,710 Icahn Partners shares Master of Common Fund LP Stock has (including sole voting shares power of and Common sole dispositive Stock underlying power Holdings forward contracts) L.P., Icahn . Each Enterprises of Icahn G. Offshore P. Inc., Beckton LP, Icahn Corp. Capital and Mr. LP, IPH Carl GP C. Icahn LLC, Icahn has shared Enterprises voting LP power has and sole shared voting dispositive power and power sole dispositive with regard power to such with shares regard of to Common 15,797,701 Stock. shares Icahn of Common Partners LP, Stock Icahn (including Capital shares LP, IPH of GP Common LLC, Icahn Stock Enterprises underlying Holdings forward L. contracts) P., Icahn Enterprises . Each of Icahn GP, Onshore Beckton Corp. such shares and Mr. of Carl Common C. Icahn Stock. has shared Mr. Brett voting Icahn power has sole and voting shared power dispositive and sole power dispositive with regard power to beneficially with regard owned to 500,000 by a shares charitable of Common foundation Stock, controlled including by Mr. 250,000 Brett Icahn. shares As of of Common the date Stock hereof, Messrs. Campbell, Langham and Mather do not beneficially own any shares of Common Stock. statement, Certain information dated March concerning 30, 2017, these for participants its 2017 annual is also meeting set forth of shareholders in the Company’s as filed definitive with the proxy SEC 2018, on February Schedule 16, 14A 2018, and February the Company’s 22, 2018 Current and March Reports, 19, 2018, dated as August filed with 24, 2017, the SEC January on Form 21, 8-K. respect Additional of information the 2018 Annual regarding Meeting the and interests other of relevant these participants materials will in be the filed solicitation with the of SEC proxies when in they become available. Caution Concerning Forward-Looking Statements Statements performance, in business these materials, prospects, other growth, than those operating of historical strategies fact, and particularly similar matters, those anticipating are forward-looking future financial statements securities laws. within These the meaning statements of the generally U.S. Private can be Securities identified Litigation by the use Reform of words Act such of 1995 as “intend,” and other “anticipate,” federal “believe,” Company “estimate,” cautions that “project,” forward-looking “target,” “plan,” statements “expect,” are “will,” not “should,” guarantees “would” because or similar there are statements. inherent difficulties The in the predicting potential future transactions, results. and In addition, other initiatives there are referenced no assurances in this that release. the Company Actual results will complete may differ any materially or all of results from those to differ expressed materially or implied from those in the suggested forward-looking by the statements. forward-looking Important statements factors include, that could but are cause not actual limited to: • uncertainties “Starboard”) in regarding furtherance future of actions its stated that intention may be taken to nominate by Starboard director Value candidates LP (together for election with it sat affiliates, Newell Brands’ 2018 Annual Meeting; • potential relationships operational with customers, disruption employees caused by or Starboard’s suppliers; actions that may make it more difficult to maintain • the various Company’s parts of dependence the world; on the strength of retail, commercial and industrial sectors of the economy in • competition with other manufacturers and distributors of consumer products; • major retailers’ strong bargaining power and consolidation of the Company’s customers; • the Company’s ability to improve productivity, reduce complexity and streamline operations; • the brands Company’s and to realize ability the to benefits develop of innovative in creased new advertising products, and to promotion develop, spend; maintain and strengthen end-user • risks the Company’s related to credit the Company’s ratings; substantial indebtedness, potential increases in interest rates or changes in • the options; Company’s ability to effectively accelerate its transformation plan and explore and execute its strategic • the acquisitions Company’s and ability unexpected to complete costs or planned expenses acquisitions associated and with acquisitions divestitures, or to dispositions; integrate Jarden and other • changes materials in and the sourced prices products of raw materials in a timely and manner; sourced products and the Company’s ability to obtain raw • the and risks pricing inherent restrictions; to the Company’s foreign operations, including currency fluctuations, exchange controls • a failure of one of the Company’s key information technology systems or related controls; • future events that could adversely affect the value of the Company’s assets and require impairment charges; • the remediation impact of costs; United States or foreign regulations on the Company’s operations, including environmental • the potential inability to attract, retain and motivate key employees; • the resolution of tax contingencies resulting in additional tax liabilities; • product liability, product recalls or related regulatory actions; • the Company’s ability to protect its intellectual property rights; • significant increases in the funding obligations related to the Company’s pension plans; and • other Company’s factors most listed recent from Annual time to Report time in on the Form Company’s 10-K. filings with the SEC including, but not limited to, the The to update information any forward-looking contained in these statements materials as is a result as of the of new date information, indicated. The future Company events assumes or developments. no obligation 2
Our approach a deep understanding of the consumer that allows us to ideate high hurdle rates to move ideas and concepts through the funnel insourced design best in class advertising validating with consumers at every step 3
Consumer understanding at the heart of what we do best in class global suppliers IPSOS/Kantar for both strategic and mix development work testing at much higher levels than most FMCG companies outperforming other FMCG companies in testing 4
Consumer understanding INVESTMENT IN CONSUMER RESEARCH $m 12 26 Legacy 3 Jarden 30 25 Legacy 19 Newell 2015 2016 2017 KNOWLEDGE CUBE end 2013 end 2015 end 2017* Consumer Lifestyle Consumer as Shopper Consumer and Media Consumer Market Definition Market Habits Market Drivers Brand Image Brand Delivery Brand Communication Information available for more than 70% of the business *2017 incorporates Jarden businesses Information available for less than 70% of the business ï¬Information doesn’t exist or is dated STRATEGIC STUDIES Legacy Newell Newell + Jarden 177 193 133 96 72 2013 2014 2015 2016 2017 STUDIES OUTSIDE THE US in 2017 104 studies CANADA in 14 countries UK CHINA outside the US GERMANY FRANCE ITALY JAPAN MEXICO COLOMBIA INDIA PERU AUSTRALIA BRAZIL NEW ZEALAND 5
Revenue from innovation risk adjusted revenue, $m 2019 2020 2018 2019 2021 2018 2020 2017 2017 2018 2019 2016 2021 2017 2016 2016 2020 2015 2015 2015 2018 2016 2017 2014 2019 2013 2014 2014 2015 2015 2016 2017 2018 2019 2020 2021 2022 funnel funnel funnel funnel funnel funnel funnel funnel % risk adjusted revenue external target is 30% 44.7% 0.5% 42.6% 38.4% 2.9% 32.8% Idea projects 29.9% with CMI 4.6% Opportunity 23.3% Scores 44.2% 18.1% 15.8% 38.4% 39.8% 29.9% 28.1% 5.2% Charter 23.3% Contract 15.8% 12.9% Launch funnel 2015 funnel 2016 funnel 2017 funnel2018 funnel2019 funnel2020 funnel2021 funnel2022 2017 onwards includes Legacy Jarden businesses: Appliances & Cookware, Home Fragrance, Outdoor & Recreation Excludes divestures | D&D businesses only (excl. Fishing, CCS) | 2015-2016 includes NRG Only 6
Shape of the funnel number of projects NRG NRG Q4’16 Q1’17 funnel Q4’17 funnel 2013 2017+ 2017+ 2017+ very large 8 57 64 95 large 8 98 89 190 medium 64 126 206 382 small 207 27 263 228 Only charter+ projects included Excludes divestures | D&D businesses only (excl. Fishing, CCS) RCP included in 2013 7
Accelerating funnel revenue funnel value, revenue $m HOME FRAGRANCE 2018 funnel 2019 funnel 383 296 5 0 Jan Feb Jan Feb 2017 2018 2017 2018 APPLIANCES & COOKWARE 2018 funnel 2019 funnel 237 188 80 0 Jan Feb Jan Feb 2017 2018 2017 2018 OUTDOOR & RECREATION 2018 funnel 2019 funnel 200 145 72 0 Jan Feb Jan Feb 2017 2018 2017 2018 8
The quality of our funnel more charters and further out 2017 2018 2019 2020 2021+ CHARTER CONTRACT LAUNCH a better balance of the funnel New category New benefit Improvement Variant No change Radical gen Next Incremental Base Excludes divestures | D&D businesses only Bubble size = GRaC Left hand graph: Pre-2017 projects not shown Right hand graph: Excludes launched projects $20m Build the Core $ $10m 5m Expand the Core $1m Disrupt the Market 9
Concepts tested per year ideas and concepts tested per year ideas and concepts tested per year 1,317 target = 540 390 357 target = 240 280 174 38 2013 2014 2015 2016 2017 2018 ytd *All data in this deck only includes the current 6 D&D businesses and brands *Base size of n=2,556 total 10
Global benchmarks and Concept scores 2013– Q4 2017 Total* Differentiation Relevance 23% 43% 40% 40% 55% High/ 64% 68% 60% 77% Medium High 77% 57% 60% 60% 45% 36% 32% 40% Medium Low 23% /Low Newell Newell Ipsos Newell Newell Ipsos Newell Newell Ipsos US non-US Benchmark US non-US Benchmark US non-US Benchmark * Achieves High/Medium High on both Differentiation and Relevance *All data in this deck only includes the current 6 D&D businesses and brands *Base size of n=2,556 total; Q4 2017 n=464 11
Testing performance summary 2013– Q4 2017 OPPORTUNITY Number RELEVANCE DIFFERENTIATION SCORE Tested TOTAL NEWELL 110 MH MH 2556 Appliances 112 MH MH 590 & Cookware Food 116 MH MH 299 Baby 106 MH MH 516 Outdoor 108 MH MH 296 & Recreation Writing 110 MH MH 734 Home 111 MH MH 121 Fragrance % cases base: 3398 ideas or concepts tested “Terrible” “Very weak” “Weak” “Average” “Good” “Very good” “Outstanding” 15% 14% 13% 13% 9% 8% 6% 5% 4% 4% 3% 2% 1% 0% 0% 1% 0% 0% 0% 0% 51- 56- 61- 66- 71- 76- 81- 86- 91- 96- 101- 106- 111- 116- 121- 126- 131- 136- 141- 146- 55 60 65 70 75 80 85 90 95 100 105 110 115 120 125 130 135 140 145 150 Newell 3rd gen AS ^Caution Low Base Size *All data in this deck only includes the current 6 D&D businesses and brands *Base size of n=2,556 total; Q4 2017 n=464 Data included within 2013 – present timeframe will include legacy Newell Rubbermaid businesses 12
Branding and communication we continue to refine the positioning and the articulation of our brands our focus has been to prioritize news to consumer but in a way that reinforces equity we quant test all our ads to ensure we achieve this ADS AIRED 2013-2017 30% 50% 78% 76% 83% 91% 40% 100% 50% 16% 30% 24% 17% 6% 9% large 2013 2014 2015 2016 2017 FMCG company 13
Some great advertising 14
Some great advertising RUN AD REEL VT 15
Maximizing media ROI budgets are zero based -media flows to innovation, and where we have distribution and where the margins are good we have a rigorous approach to developing advertising using 15 second tvcs all communication is quant tested before launch we set minimum and maximum weekly strike rates on TRPS and the agency is bonused accordingly we are raising the action standards on our funnel gates changing perception is good but we also need to change behavior- purchase intent 16
Media buying MEDIA SPEND $m 137 135 120 90 45 2013 est 2014 2015 2016 2017 WORKING : NON-WORKING RATIO 28% 18% 14% 16% 15% NON-WORKING 35% WORKING 2012 2013 2014 2015 2016 2017 HARD CPRP SAVING v PY % 2014/13 2015/14 2016/15 2017/16 2018/17 -0.50% -4% -4% -8% -10.1% CASH CPRP SAVING v PY $m 12 9.09 6 1 2014/13 2015/14 2016/15 2017/16 CPRP TREND 100% 90% 86% 79% 78% 2013 2014 2015 2016 2017 BUYING PERFORMANCE Media pricing is an actual 22% below the 2012 levels. Recent RFP slightly improves this year’s rates. Media Market inflation is not included in this equation. DIGITAL ALLOCATION Increasing above 20% in 2018 with greater focus on OLV and paid social with ‘brand safety systems in place. WORKING : NON-WORKING SPEND 15% for 2017. PRIME TIME ALLOCATION % of overall advertising in prime time viewing maintained at 55%. MINIMISING WASTAGE BY MANAGING WEEKLY WEIGHTS Slight drop in % of weekly weights achieving target range to 83% as viewing to TV in the USA becomes more volatile. 17
Capability development develop and grow from within graduate recruitment functional skill development leadership capabilities driving employee engagement DEVELOP AND GROW FROM WITHIN train and promote develop to from within, high marketing offer career standard progression switch funds reduce loss of to graduate expertise and recruitments experience avoid costly mid career recruitment UPSKILLING JARDEN INNOVATION DIRECTOR LEGACY JARDEN TRAINING WEEK SKILLS WEEK number of people trained in 2017 84 51 1,043 Directors participants on GKM 1,043 IBP on Networks FIRST TIME WORKSHOPS MANAGER integrated 1,221 TRAINING brand planning on Market Logic 46 pilot program 443 participants with Writing and on Concept Writing Home Fragrance 18
Capability development DEVELOPMENT ENGAGEMENT 58% 59% 57% 49% 2015 2017 Legacy Legacy Jarden Newell 2017 EMPLOYEE TURNOVER norm for our industry Newell Brands Development 15% non-regretted losses 5% 11% 10% 10.4% 10.1% 2% 2% 2.3% 1.8% regretted losses 10% 9% 8% 8.1% 8.3% benchmark 2014 2015 2016 2017 19