FOR IMMEDIATE RELEASE
February 27, 2003— Squeaky Wheel Media

Squeaky Wheel Media Launches 1st Phase of
2003 SoBeBev Web Site

NEW YORK, N.Y. — Squeaky Wheel Media, an interactive agency specializing in Web-based creative services, recently launched phase I of the 2003 SoBeBev.com initiative for the Pepsi-owned beverage company, retaining their online position as the industry-leader in healthy refreshment.

The site, www.sobebev.com, re-launched this week after SoBe’s escalating product line and market promotions demanded further online development. Working closely with SoBe — as members of its team have for over five years — Squeaky Wheel Media created a more enhanced, accessible and cutting-edge position for the beverage company.

“As an independent agency owner, I’m delighted that SoBe has retained Squeaky as their interactive agency of record,” said Anthony Del Monte, president and founder of Squeaky Wheel Media. “It’s an honor to know we have the confidence of a major national brand in maintaining their online responsibilities. I believe the Web position will continue to grow and act as an anchor for all of SoBe’s marketing, promotion and communication efforts.”

Del Monte said the enhanced interactive features of the new site reward the online audience with rich content and promotional opportunities in order to become engaged in the SoBe lifestyle experience. With a redesigned interface and content navigation system, consumers can readily enjoy everything from message boards, polling, E-commerce, newsletters, downloads, photo/video galleries and much more.

Ed Mullen, Squeaky Wheel creative director, said featuring SoBe’s world-class athletes on the new site was a major priority in launching the first phase of the 2003 online initiative.

“The purpose of the new Team Lizard environment was to support the athletes’ fan base and SoBe’s offline efforts with an online repository of information and relevant content,” he said. “(Squeaky) reengineered the site in order to showcase the wealth of content that promotes athletes and the lifestyle of numerous SoBe consumers.”

Dave Spinato, SoBe Webmaster, said the beverage company’s extensive fan base was their main motivation behind developing a more detailed and interactive online position.

“The new SoBe online experience represents a very powerful lifestyle beverage site,” Spinato said. “We listened to our consumers both on the site’s message board and at SoBe events, and we gave them what they wanted according to their responses.”

The entire family of SoBe athletes, or Team Lizard (their motor-cross team, SoBe Suzuki, is featured this month), is directly accessible through www.teamlizard.com The site features event schedules and activities of the extreme athletes, highlights an Athlete-Of-The-Month, provides biographical profiles, as well as videos and photo galleries.

Mullen said the creative design of the site grew from a very organic process nurtured between SoBe, Squeaky and the online audience over the past year, and will continue to grow throughout upcoming months.

“The online position of SoBe will keep growing gradually with the homepage feature changing on a monthly basis in an effort to keep the audience engaged,” he said. “We’re constantly adding features and rolling with the punches — the 2003 initiatives are building on the past success of SoBe and Squeaky by launching enhancements to the site every month.”

About SoBe - www.sobebev.com

Established in 1995, the Norwalk, CT-based South Beach Beverage Company is a separate operating unit of Pepsi-Cola North America. The 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, which commemorates SoBe’s Team Lizard and the sports their consumers love.

About Squeaky Wheel Media - www.squeakywheelmedia.com

The digital communication agency is based in New York City and specializes in Web-based creative services. The base of their service offering includes creative, consultative and Web-development services, which translate to the delivery of world-class online marketing vehicles.

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: Equine Performance Supplements, Chelsea Premium Outlets, Loral Space & Communications, SoBe/Pepsico, Tishman Construction, and Financial Times.

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