SOURCE: Bebida Beverage Company

October 20, 2010 10:00 ET

BeBevCo Announces Plans to Launch KOMA Unwind Direct Response Television Campaign

Develops Marketing Strategy With Direct Response Agency Proxi Market Solutions

STATESVILLE, NC--(Marketwire - October 20, 2010) -  BeBevCo (PINKSHEETS: BBDA), makers of the KOMA Unwind "Chillaxation Drink," has teamed up with Proxi Market Solutions to launch a new brand building direct response campaign. The marketing plan involves using Proxi's direct response tracking and analytics to create a highly optimized television advertising strategy.

KOMA Unwind has already seen good brand traction partnering with the Daisy Ramierez Motorsports racing team competing in the NASCAR Camping World Truck Series. As the team prepares for Larry Foyt, son of racing star A.J. Foyt, to take the wheel on October 30th in the Mt. Dew 250 at Talladega, BeBevCo wants to keep the momentum going and take the KOMA Unwind brand to the next level.

"We here at BeBevCo are extremely excited to be working with such an experienced and successful team at Proxi for the launch of our first round of direct response television commercials," said BeBevCo CEO Brian Weber.

The direct response team at Proxi is also thrilled to start working on the KOMA Unwind campaign.

"It's such a great and unique product," said Farrah Bragg of Proxi. "The direct response model has been hugely successful for a number of energy shots and beverages. KOMA Unwind, as a drink that helps you relax and sleep better, should be able to carve out its own niche in an new expanding market. They've done so well building their brand with event marketing, we feel now is an excellent time for KOMA Unwind to move into other marketing vehicles -- like mass market direct response. This format in particular will give us the data we need to ensure BeBevCo gets the best possible return for their advertising dollars," said Bragg. 

Direct response marketing centers around a call to action in the commercial, encouraging viewers to call or visit a specific website. Proxi tracks those responses and analyzes them to create an optimized media plan.

"It's not just about a good television creative," said Bragg, "it's about placing that creative in the right place at the right time, and most importantly, for the right price. The key to a good ROI (return on investment) in direct response is having state of the art real-time data collection platforms, and that's the area where Proxi excels."

About BeBevCo -- BeBevCo (Bebida Beverages Company) develops, manufactures and markets beverages including Koma Unwind "Chillaxation Drink™," Koma Unwind Sugar-free "Chillaxation Drink™," and Koma Unwind "Chillaxation Shot™" as well as Potencia Energy Drink, Potencia "BLAST" energy shot and Piranha Water.

About Proxi Market Solutions -- As an agency of specialists and solution providers, Proxi integrates business development, marketing strategies and IT solutions, to help companies "do more with less." With clients ranging from P&G, Starbucks and other Fortune 500 companies to smaller start-ups, they operate as a "proxy" to help companies expand their business.

Under The Private Securities Litigation Reform Act of 1995: The statements in the press release that relate to the Company's expectations with regard to the future impact on the Company's results from new products in development are forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. The results anticipated by any or all of these forward-looking statements may not occur. The Company undertakes no obligation to publicly release the result of any revisions to these forward-looking statements that may be made to reflect events or circumstances after the date hereof, or to reflect the occurrence of unanticipated events or changes in the Company's plans or expectations.

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