FOR IMMEDIATE RELEASE
April 9, 2003— Squeaky Wheel Media

Squeaky Wheel Media Launches
New SoBe No Fear Web Site

NEW YORK, N.Y. — Combine two industry leaders of the action sports lifestyle, SoBe Beverage and No Fear, and give them a “brand”-spanking new online position: It’s the latest work launched by the interactive agency, Squeaky Wheel Media.

The new web site, www.sobenofear.com, packs in the punch and high-energy of brands, SoBe healthy refreshments and No Fear sports performance gear. The site features flash, audio, cutting-edge imagery and an overall intense look. This was accomplished with a healthy dose of attitude delivered by motocross’ most risk-taking team, “Metal Mulisha,” and its world-class athletes, Brian Deegan and Ronnie Faisst.

“The site represents the true voice of the two brands,” said Mike Joyce, SoBe Director of Marketing Initiatives. “It brings them together by complimenting who each one is and what they mean to each other in this collaboration. SoBe No Fear is a new brand of energy and aggressiveness, and Squeaky was at the forefront of helping us find that voice.”

Squeaky leveraged the wealth of content from both leading lifestyle brands to develop an
“anti-establishment” position for a very individualistic audience, according to Anthony Del Monte, Squeaky Wheel president.

“We were asked to provide a multi-sensory experience that portrayed the aggressiveness of the product and I feel we were successful in meeting our client’s wishes,” Del Monte said. “Utilizing sound, movement and hardcore imagery, the SoBe No Fear site represents all that’s bottled up in the product.”

Ed Mullen, Squeaky Wheel creative director, said Squeaky identified the similarities and differences of each brand in building a uniquely symbiotic hub on the web that celebrates the new partnership.

“SoBe No Fear and the people who are drinking it are folks that aren’t afraid to land on their face if it means landing a new trick,” Mullen said. “That was the attitude Squeaky took as we developed the web presence. It's rough, raw, loud and imposing. That's the brand. That's the product. It gets you hyped up.”

About SoBe - www.sobebev.com

Established in 1995, the Norwalk, CT-based South Beach Beverage Company produces and markets a line of ready-to-drink, non-carbonated juice blends and exotic teas under the brand name, "SoBe." All SoBe beverages combine great taste with herbs, minerals, vitamins and other nutrient enhancers.

Some of SoBe’s most recently launched products include: SoBe Adrenaline Rush, SoBe Love Bus Brew, SoBe Mr. Green, SoBe Lean sugar-free drinks, SoBe Powerline energy drinks, and the Lizard Line. Their latest release, SoBe No Fear, is a super energy supplement containing taurine, creatine and arginine.

About Squeaky Wheel Media - www.squeakywheelmedia.com

The digital communication agency is based in New York City and specializes in Web-based creative and development services. An executive team that shares more than 20 years of combined industry experience, their services include: Web design and programming, E-commerce, branding, information architecture, online marketing, database, multimedia, graphic design, consulting, copywriting, usability and QA testing.

Current clientele includes: Chelsea Premium Outlets, Equine Performance Supplements, Friendship dairies, Loral Space & Communications, SoBe healthy refreshments, Tishman Construction, and Financial Times.

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