September 13, 1999 13:36
Aqua Vie Names Brand Strategist Gary Niles to Strategic Council
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KETCHUM, Idaho--(BUSINESS WIRE)--Sept. 13, 1999--Thomas Gillespie, president and chief
executive officer of Aqua Vie Beverage Corporation (OTC BB:AVBC), announced today that the
company has named brand strategist Gary J. Niles to its corporate strategic council.
Niles was previously executive vice president of marketing for Galoob, Inc. (San Francisco), a toy
company recently sold to Hasbro Toys for $200 million. He now heads an international organization
providing specialized consulting to executives and creative talent in the entertainment industry.
Niles, known internationally throughout his industry as an extraordinarily innovative marketing and
product development executive, has a track record of success built upon an innate knowledge of the
target audience and the ability to instill this knowledge throughout the organization.
At Galoob, Inc., Niles was instrumental in changing the corporation's individual product "hit" psychology
to a brand strategy. As president of MatchBox Direct (a subsidiary of Matchbox Toys), Niles pioneered
the production of company brands (e.g., Matchbox Cars) and manufacturers' distribution directly to
retailers, creating greater distribution efficiencies, higher margins for retailers, and a high/low product
line pricing mix. His 30-plus years of experience in the toy industry also include three years with SEGA
(Los Angeles), and nearly 16 years -- with six years as marketing manager/director -- at Mattel Toys,
which grew from $90 million to $900 million during his tenure.
"Gary's experience and professional reputation in the toy industry, and his substantial working
relationships within the film and entertainment industries, will be of tremendous value to Aqua Vie as
we begin to capture those essential, yet often elusive marketing synergies that frequently mean the
difference between a good opportunity and a great one," said Gillespie.
Said Niles, "Aqua Vie captured my interest some time ago, as a product line that was clearly,
technically ahead of its time. Having come back to life, Aqua Vie appears to be on the starting line of a
great adventure. I look forward to working with Aqua Vie's entire development and marketing team in
fueling a type of growth never before seen in the beverage industry."
Aqua Vie Beverage Corporation develops and markets all-natural, lightly flavored, still (non-carbonated)
bottled spring water. The company's low-calorie alternative beverages are bacteria-free and contain no
preservatives. Aqua Vie produces and markets the Hydrator(TM) line of beverages in the United States
and Europe. This beverage line, comprised of seven low-calorie, all-natural beverages that are lightly
flavored and packaged in 1/2-liter bottles, is designed to increase one's personal consumption of water
naturally. The underlying technology also serves as the new delivery system for Aqua Vie's nutritionally
fortified E Line(TM); Elixir(TM), Empower(TM), and Ecstasy(TM), its nutritionally specific line of
Aquaceuticals(TM), and Aqua Vie's non-alcoholic wine and champagne beverages made from spring
water. For further information about Aqua Vie Beverage Corporation, visit the company's web site at
www.aquavie.com.
NOTE: Statements contained in this release that are not strictly historical are forward-looking within the
meaning of the safe harbor clause of the Private Securities Litigation Reform Act of 1995. Editors and
investors are cautioned that such forward-looking statements invoke risk and uncertainties that may
cause the company's actual results to differ materially from such forward-looking statements. These
risks and uncertainties include, but are not limited to, demand for the company's product both
domestically and abroad, the company's ability to continue to develop its market, general economic
conditions, and other factors that may be more fully described in the company's literature and any
periodic filings with the Securities and Exchange Commission.
CONTACT: Aqua Vie Beverage Corporation
Thomas Gillespie, 208/622-7792
www.aquavie.com
or
Jordan Richard Assoc.
Madeleine Franco, 801/268-8610
ir@jordanrichard.com
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