SOURCE: Attitude Drinks Inc.

March 08, 2011 13:30 ET

Attitude Drinks Teams With National College Marketing Agency, Campus Entertainment, to Begin Sampling Phase III® at Five Boston-Area Colleges

PALM BEACH GARDENS, FL--(Marketwire - March 8, 2011) -  Attitude Drinks (OTCBB: ATTD) (OTCQB: ATTD), an innovative beverage brand development company, announced today that it has engaged the services of a leading national college marketing agency, Campus Entertainment, to assist in the introduction of Phase III® Recovery Drink to the Boston market. Campus Entertainment will sample Phase III Recovery Drink at five area colleges and universities. The program will include the sponsorship of campus intramural activities and recruitment of student promoters to sample Phase III and educate their peers about the benefits of this post exercise recovery drink in an authentic way.

"We are excited to begin working with Attitude Drinks to introduce Phase III to college students in Boston. College students are always looking for new and innovative products. Phase III is all of that with great taste and health benefits as well," said John Schermerhorn, managing partner of Campus Entertainment.

Roy Warren, CEO of Attitude, said, "Campus Entertainment delivers direct access to the brightest and most plugged in students on campus, including the trendsetters, leaders, connectors, and socializers. Their campaigns are run by students, for students. This peer networking adds a new and exciting marketing tool to educate consumers on the benefits of Phase III."

Niki Fuller, Vice President, Brand Manager of Attitude, commented, "We believe in an integrated approach to marketing, and our relationship with Campus Entertainment will not only build awareness and enthusiasm within the college community, but support existing and future efforts within the Boston market and beyond." 

About Campus Entertainment
Campus Entertainment is a privately-held, leading national college marketing agency. Campus Entertainment is the exclusive college marketing partner of The National Association for Campus Activities™ (NACA). Established in 1960 to help increase the buying power of campus programming dollars, NACA now has more than 1,000 college and university members and close to 650 associate members who represent artists, lecturers and performers. 

Campus Entertainment builds integrated marketing solutions for clients utilizing the latest social media, viral, word-of-mouth and experiential marketing strategies. For more information, visit

About Attitude Drinks Inc.
Attitude Drinks Inc. is an innovative, beverage brand development company with a focus on functional milk, ready-to-drink beverages. Phase III® is the Company's first, functional pure milk-based recovery drink that exploits recent scientific evidence confirming the benefits of milk and protein as an exercise recovery aid. Phase III is sold in select local, regional and national markets, including colleges, universities, convenience stores, fitness centers and gyms, as well as online. For more information, visit

This news release contains forward-looking statements within the meaning of the Securities Litigation Reform Act. The statements reflect the Company's current views with respect to future events that involve risks and uncertainties. Among others, these risks include the failure to meet schedule or performance requirements of the Company's contracts, the Company's liquidity position, the Company's ability to obtain new contracts, the emergence of competitors with greater financial resources, and the impact of competitive pricing. In the light of these uncertainties the forward-looking events referred to in this release might not occur.

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