8/16/22, 5:29 PM
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`Nielsen Holdings plc - Capitalizing on innovation trends today will drive business growth in the new normal
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`Capitalizing on innovation trends today will drive business
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`
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`growth in the new normal
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`October 1, 2020
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`The 2020 U.S. BASES Top 25 Breakthrough Innovations List is Released
`CHICAGO, Oct. 1, 2020 /PRNewswire/ -- BASES, a Nielsen Global Consumer Business, released its highly anticipated 2020 U.S. BASES Top 25
`Breakthrough Innovations List. While COVID-19 will have an enduring and profound impact on the consumer packaged goods industry, one thing that
`cannot be overlooked is the role that innovation plays today and in the new normal that emerges. Consumer needs and priorities are evolving, just as
`they did before COVID-19, clearing the way for new innovation to happen. And manufacturers are answering this demand. In fact, we see a strong
`number of innovation ideas being tested by BASES, signaling a bounce back following a dip in the early months of the pandemic. Learning from those
`who got it right, l ke this year's BASES Top 25 Breakthrough Innovations, will help more of these new product ideas succeed.
`
`11ielse11
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`• • • • • • • • •
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`As the competition for consumer attention in-store and online intensifies, this
`year's Breakthrough Innovations have won consumers' hearts and minds through
`ingenuity, marketing savvy, and expert-level decision-making. "This year's
`winners have attained the elusive recipe for product innovation success—good
`idea + good product + good activation. A fine line separates risk, resilience, and
`reward, and all of these winners have navigated each of these flawlessly," says
`Ben Macedo, leader of BASES, North America.
`
`So how did the winners identify the right idea and break the mold in marketing
`activation?
`
`Several of this year's winners extended their brand by expanding when and how it is consumed. Risks in extending an established brand exist and need
`to be managed carefully. Up to 25% of new product launches shrink an existing brand franchise. The key to success is balancing the core essence of
`their brand heritage with communication about the new product and consumption occasion it addresses. Still other winners broke the mold by enlisting
`out-of-the-box development and activation. They utilized marketing and promotional tactics in the places where their new consumers are, but their
`brands haven't typically gone.
`
`"To compete today, marketers are employing diverse strategies for innovation. A few of these strategies include disrupting the category, fending off
`competitive pressure, or targeting a highly-engaged core target of consumers. These varied approaches have yielded important changes to the market,
`and BASES Top 25 Breakthrough Innovations celebrates not just the big bets, but all of these impactful and highly successful innovations," says Macedo.
`
`As we look at trends today that are creating the breakthrough innovations of tomorrow, a few notable themes emerge. The first is addressing the
`disruption that COVID-19 has spawned. The Homebody Economy sees consumers bringing convenience in-home to replicate out-of-the home
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`https://ir.nielsen.com/news-events/press-releases/news-details/2020/Capitalizing-on-Innovation-Trends-Today-Will-Drive-Business-Growth-in-the-New-… 1/3
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`Eye Therapies Exhibit 2107, 1 of 3
`Slayback v. Eye Therapies - IPR2022-00142
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`8/16/22, 5:29 PM
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`Nielsen Holdings plc - Capitalizing on innovation trends today will drive business growth in the new normal
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`Somewhat related to the Homebody Economy is the hold that health & wellness has on consumers. When asked how enduring the changes in their
`purchase behavior for health products will be, nearly a third of U.S. consumers anticipate it lasting for the next six months or more.
`
`Lastly, the interest in cannabis is expanding, due in part to new legalities. U.S. sales of Hemp-CBD products are expected to grow more than 3.5x from
`2020-2025, exposing new opportunities for brand innovation and forcing category leaders to play smart offense. Although much remains to be seen
`about the post COVID-19 new normal, one thing we can be sure of is that innovation continues to be a key driver of business growth and viability.
`
`THE 2020 U.S. BASES TOP 25 BREAKTHROUGH INNOVATIONS:
`
`Air Wick Essential Mist
`Bang Energy Drinks
`®
`Beyond Meat
` Beyond Burger
`®
`Blue Bunny Load'd Sundaes
`BodyArmor Lyte
`Canada Dry Ginger Ale and Lemonade
`®
`®
`CHEEZ-IT Snap'd
`®
`Corona Premier
`Crest Gum Detoxify
`Enfamil NeuroPro
`"Game of Thrones" Oreo
`Gatorade Zero
`®
`göt2b Hair Color
`Ketel One Botanical
`Love Beauty and Planet
`®
`LUMIFY Redness Reliever Eye Drops
`Lysol Laundry Sanitizer
`Michelob ULTRA Pure Gold
`Monster Energy Mango Loco
`®
`MTN DEW L berty Brew
`®
`™
`Mucinex Fast-Max All in One
`Pampers Pure Collection
`®
`Pop-Tarts Bites
`Ripple Plant-Based Milk
`Two Good™
`
`® ®
`
`ABOUT BASES TOP 25 BREAKTHROUGH INNOVATIONS, POWERED BY NIELSEN
`
`The brands that made the 2020 list reflect a wide range of products and approaches that succeeded in making meaningful connections with consumers,
`an impressive feat within an increasingly crowded marketplace. Beyond BASES requirements for products that reflect strong, distinct qualities such as
`mass potential, longevity, brand incrementality, category distinction or appeal toward a specific consumer target, this year's list includes all six of Nielsen
`BASES' activation profiles.
`
`ABOUT NIELSEN
`
`Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of
`consumers and markets worldwide. Nielsen is divided into two business units. Nielsen Global Media provides media and advertising industries with
`unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. Nielsen Global Connect provides
`consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and
`changing marketplace that companies need to innovate and grow.
`
`Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what's happening now, what's
`happening next, and how to best act on this knowledge.
`
`An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world's population. For more information,
`visit www.nielsen.com.
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` View original content to download multimedia:http://www.prnewswire.com/news-releases/capitalizing-on-innovation-trends-today-will-drive-business-
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`growth-in-the-new-normal-301143652.html
`
`SOURCE Nielsen
`
`https://ir.nielsen.com/news-events/press-releases/news-details/2020/Capitalizing-on-Innovation-Trends-Today-Will-Drive-Business-Growth-in-the-New-… 2/3
`
`Eye Therapies Exhibit 2107, 2 of 3
`Slayback v. Eye Therapies - IPR2022-00142
`
`

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`8/16/22, 5:29 PM
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`Nielsen Holdings pie - Capitalizing on innovation trends today will drive business growth in the new normal
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`https://ir.nielsen. com/news-events/press-releases/news-details/2020/Capitalizing-on-lnnovation-Trends-Today-Will-Drive-Business-Growth-in-the-New-... 3/3
`
`Eye Therapies Exhibit 2107, 3 of 3
`Slayback v. Eye Therapies - IPR2022-00142
`
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