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OWATER Invites Inspirational Athletes to Share Their Stories on Sports Drink Labels
Date:5/7/2009

CONCORD, Mass., May 7 /PRNewswire/ -- owater, the maker of healthy fitness drinks, today introduced a new campaign featuring an eclectic array of inspirational athletes from around the U.S., whose stories and illustrated images will appear on owater labels, on owater.com and in the company's advertising. The grassroots campaign is being launched in conjunction with expanded distribution of the company's healthy sports drinks in several key U.S. markets, including at national retailers like Whole Foods and restaurant chain Au Bon Pain. The new bottles are available in stores this month, and the company will continue to release new labels with new athletes throughout the year.

(Photo: http://www.newscom.com/cgi-bin/prnh/20090507/NE08580 )

"Most athletes we meet care about what they put in their bodies, and they don't want to drink junk," said Tom First, founder and CEO of owater. "We're proving that it's possible to make great tasting, healthy sports drinks without all the sweeteners and phony ingredients. Celebrating the real athletes that have inspired our brand is a fun and honest way for us to tell that story."

Each of the new unique owater labels features illustrations of the athletes, including well-known personalities like professional baseball player Jacoby Ellsbury of Boston and legendary football players Steve Young and Brent Jones of San Francisco. But most of the labels are of less widely-known athletes, including: Grant Washburn, a big wave surfer from California; Chris Warner, an accomplished climber from Baltimore; Mark Jenkins, a fitness trainer who trains some of the music industry's biggest stars; Jarrod Shoemaker, an Olympic tri-athlete from Boston; Rachel Mickelson, a cyclist and physical education teacher from California; Devon Haskell, a cyclocross competitor from Chicago; Mindy Solkin, a running coach from New York City; The San Francisco Nighthawks, a semi-pro women's soccer team; and women from the Boston Triathlon Team, among others. The labels also feature many of owater's active employees.

The owater label project will be ongoing, and the company will introduce new labels throughout the year across all of its product lines, including infused owater, unsweetened owater and sport owater. Athletes also appear on the company's website (www.owater.com) and in other marketing materials, and many will be featured with founder Tom First in the company's radio ads. Athletes interested in sharing their stories are encouraged to email the company at www.owater.com.

infused owater, owater's line of healthy sports drinks, is made with all-natural ingredients (no artificial sweeteners or coloring) and contains only 70 calories per bottle, which is about half the number of calories of most other leading sports drinks. infused owater flavors -- all of which are made with pure water, electrolytes and antioxidants, natural fruit flavor and a touch of pure cane sugar -- include black raspberry, lime-lemon, blueberry, strawberry-pomegranate, peach-mango, pineapple-orange-banana and coconut.

owater is an independently-owned company based in Concord, Massachusetts that makes healthy drinks for active people, including unsweetened owater, infused owater and sport owater lines. Founded by Tom First, who also co-founded Nantucket Nectars, the company distributes its healthy drinks in grocery stores and markets around the country, including Whole Foods, Stop & Shop and Wawa. More information about the company can be found at www.owater.com.

    Contact:    Amy Mueller
                www.owater.com
                978-405-6312 (office)
                617-216-2900 (cell)


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SOURCE owater
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