(April 25, 2002 – Burbank, CA) – MAD Magazine and SoBe Beverages will team for a national promotion in support of the beverage company’s “Love Bus Brew” chocolate drink. The grand prize winner will have a shot at gracing the pages of MAD Magazine alongside legendary icon Alfred E. Neuman. As part of the 60-day promotion, the worry-free winner will be selected from a random drawing of entries, gathered from online and mail-in sweepstakes entries, to be drawn into MAD Magazine, America’s longest running humor publication. The sweepstakes will be supported at convenience and select grocery stores with co-branded, point-of-sale materials and in the media with a co-branded promotional ad. The promotion will appear in various media outlets including DC Comics, MAD Magazine, ESPN Magazine and local radio, with posters, stickers and fake tattoos. In addition, the MAD Magazine promotion will be incorporated on SoBe’s existing “Love Bus Tour” with 10 buses touring the country interacting with consumers and distributing promotional materials including posters, stickers and fake tattoos. “SoBe drinkers will jump at the chance to appear in MAD Magazine with the ‘What – me worry?’ icon Alfred E. Neuman,” said Joel Ehrlich, Senior Vice President, Advertising and Promotions for Warner Bros. Consumer Products and DC Comics. “MAD Magazine’s legendary satirical humor is a great match for the irreverence of SoBe’s Love Bus Brew campaign.” “MAD Magazine is a perfect fit for SoBe,” said Renee Kasbar Coughlin, SoBe Senior Vice President of Marketing. “They're innovative, always pushing the envelope in a fun, irreverent way. We immediately connected on the vision for this Love Bus Brew promotion – MAD totally understood what we were hoping to achieve: a unique promotional program that resonates with our consumers." Continuing the promotional partnership, SoBe’s advertising campaign will use custom designed MAD artwork as part of the print ads and point-of-sale materials promoting the sweepstakes. The SoBe web site www.sobebev.com, will provide online support where consumers will be able to download a co-branded screensaver, enter the sweepstakes and receive a discount subscription to MAD Magazine. The promotion will also integrate MAD’s famous catch phrases, including Alfred E. Neuman’s “What – me worry?,” into SoBe’s successful “Under-The-Cap” program by placing the phrases under Love Bus Brew caps. Upon collecting any three MAD/Love Bus Brew caps, consumers will have the opportunity to mail the caps to SoBe to receive a free MAD/SoBe co-branded T-shirt. SoBe Love Bus Brew is the first chocolate drink of its kind to hit the beverage market. Flavored with real milk and Dutch chocolate, Love Bus Brew is made with Ginseng, vitamins and minerals to make it a tasty, energizing brew. MAD Magazine is America’s longest-running humor publication. Founded by Bill Gaines in 1952, MAD has inspired generations of irreverent fans with its ridiculing of politicians, movies, television and modern life, and with popular characters such as Alfred E. Neuman and Spy Vs. Spy. Whether in print, on television, film or on the web at madmag.com, MAD remains one of the favorite American icons. MAD Magazine is owned by E.C. Publications, Inc. a division of Warner Bros. an AOL Time Warner company and can be found online at www.madmag.com. Norwalk, CT based South Beach Beverage Company is the maker of herbally enhanced refreshment beverages marketed under the SoBe brand name. SoBe “healthy refreshment” beverages are formulated for individuals with active lifestyles. In addition to SoBe teas and juice blends in the 20 oz. glass lizard bottle, SoBe markets SoBe Sports System, an advanced performance beverage system, SoBe Adrenaline Rush, an all-natural maximum energy supplement, Love Bus Brew, an energizing chocolate drink, and SoBe Ice, a fountain-dispensed frozen product with SoBe flavors. SoBe also comes in convenient, on-the-go 11 oz. aseptic boxes, called Lizard Packs. SoBe beverages can be purchased at convenience stores, grocery stores, mass merchandisers and warehouse clubs, delis, gas marts, and select restaurants/hotels. For more information, visit the SoBe web site at www.sobebev.com or call the Lizard Line at 1-800-588-0548. SoBe is a separate operating unit of Pepsi-Cola North America.
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