Swedish Match Lights USA (SMLUSA) is a unit of the Lights International Operating unit of Swedish Match AB, headquartered in Stockholm, Sweden

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2 Why Cricket? Swedish Match Lights USA (SMLUSA) is a unit of the Lights International Operating unit of Swedish Match AB, headquartered in Stockholm, Sweden The company is one of the world's largest manufacturers and distributors of matches, lighters, and fire-related products including Cricket brand products Every day approximately 200 million people in 140 countries use a Cricket lighter Swedish Match Lights USA now brings to American consumers the Cricket brand of quality utility lighters and related products 2

3 Cricket Brand Awareness in the U.S. 471 users of disposable cigarette lighters were asked in a 2010 Consumer Preference Study what was their familiarity with various brands of disposable cigarette lighters 78% of respondents indicated very familiar or somewhat familiar with the Cricket brand Significance of this result: Indicates a very high level of awareness still exists for Cricket despite a long period (since 1985) without any meaningful levels of brand support Key component in decision by Swedish Match to re-launch the Cricket brand in the U.S. 3

4 Swedish Match Lights USA Cricket Multi-lite Multi-purpose utility lighter Versatile, dependable, and easy to use Perfect for barbecues, grills, tailgating, campfires, lanterns, and much more Available in black and blue 4

5 Cricket Multi-lite Free Refill On-Pack A great value - one lighter with three times the fuel of other utility lighters! Adds to lighters perceived value Differentiates Cricket lighters from competitive lighters Perfect for today s eco-conscious consumers Refills the Multi-lite 2 times 5

6 Cricket Multi-lite Features Fixed flame prevents excessive flame height Slender nozzle to access hard-to-reach areas Child-resistant, integrated safety-lock mechanism Comfortable grip High quality, durable, and long-lasting Refillable, eco-friendly 6

7 Cricket Multi-lite Displays Easy-to-merchandise clamshell packaging available in 10 piece clip strip or shelf display Multi-lite with Refill Shelf Display SKU: UPC: Contains: 5 black, 5 blue Displays per Shipper: 1 Multi-lite with Refill Clip Strip SKU: UPC: Contains 5 black, 5 blue in 2 clip strips of 5 units each 7

8 Multi-lite with Refill Floor Display New free-standing floor display, the perfect merchandising vehicle to capture consumer attention. Display holds 40 Multi-lites, requires little floor space, and is easy to merchandise. SKU: UPC: Assembled Display: Weight: Shipper Cube: 59" h x 17" w x 18" d 22 lbs cu. ft. Shippers per Pallet: Pallet: Display Contains: 2 (ti) x 5 (hi) 20 Black, 20 Blue

9 Multi-lite Feature Comparison Feature Cricket Multi-lite Scripto Aim n Flame Bic Sure Start Fixed Flame¹ Yes No Yes Early Gas Escape² No Yes Yes Lighter Handle Material ABS ABS ABS Overall Length³ (excluding hanger) 11¾" 11" 11½" Fuel Level Window Yes Yes Yes Refill Valve Yes No No Retractable Hanger Yes No Yes Easy to Operate CR Mechanism⁴ Yes No No Bi-Lingual Website Yes No No ¹Swedish Match leadership in the lighter category is demonstrated by being first to introduce the fixed flame cigarette lighter (1977) and first to introduce a child resistant mechanism on cigarette lighters. ²"No" early gas escape lighters do not allow gas to flow when the activation lever is pressed and child resistant lock is in place. ³Based on lighters with solid, non-flexible nozzles. ⁴Based on consumer responses to a 2010 U.S. preference survey. 9

10 Swedish Match Lights USA Introduces Cricket 5-Minute Firestarter Perfect for those wanting an environmentally, friendly way to light fireplaces, grills, campfires etc. Easy-to-use, lights consistently, acts like kindling Each box contains 20 Firestarters that burn for 5 minutes 10

11 Cricket 5-Minute Firestarter Major product features A safety match that burns for 5 minutes Match stick made from fiberboard dipped in wax with one end coated with ignition compound Easy, safe ignition with striker on box Gives off no toxic or flammable gas Box dimensions: 2.6 x 4.7 x 1.2 Available in 10 & 20 piece displays 11

12 Introducing Cricket Safety Matches 3 Convenient sizes! Strike on box only for safety Made of FSC certified wood and other controlled sources Perfect for today s eco-conscious consumer 12 Packages shown are not to scale

13 Cricket Candle Lighter - Explore It Fixed flame prevents excessive flame height Slender nozzle to access hard-to-reach wicks Child-resistant, integrated safety-lock mechanism Comfortable grip High quality, durable, and long lasting Refillable, eco friendly Easy-to-merchandise clamshell packaging Available in 10 piece shelf display or clip strip 13

14 Cricket Candle Lighter with Stand Available in Holiday Themed or Every Day Packaging Lighter held upright when handle inserted into the lighter stand Available in 10 piece shelf display and 10 pc. clip strip carton (2 clip strips each with 5 lighters). 14

15 Swedish Match Lights USA Marketing support for the Cricket branded line of quality products Creative Merchandising Social Media Public Relations Campaigns Interactive Website Hispanic Marketing Program Professional Sales and Support Staff Experienced Marketing Staff 15