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BRITEVISION AND THE DEVIL WEARS PRADA TEAM TO LAUNCH NATIONAL COFFEE BREAK DAY ON JUNE 27

BRITEVISION AND THE DEVIL WEARS PRADA TEAM TO LAUNCH NATIONAL COFFEE BREAK DAY ON JUNE 27

San Francisco, CA (June 27, 2006) – BriteVision , the leading cup sleeve marketing company, has teamed with the new motion picture The Devil Wears Prada to launch a targeted promotional campaign starting June 19 that will distribute 500,000 AdSleeves promoting the movie’s release on June 30 through BriteVision’s exclusive Café Network.

In addition to the month-long campaign, BriteVision and The Devil Wears Prada recognized overworked office employees across the country on one special day by declaring Tuesday, June 27 National Coffee Break Day. From 2:00-4:00pm, 40 exclusive BriteVision cafés across eight major U.S. cities handed out free coffee beverages featuring The Devil Wears Prada AdSleeve.

The free-beverage promotion generated tremendous buzz, with lines at BriteVision’s exclusive cafes stretching out of stores and around the block. With this terrific success kicking off the campaign, the rollout of an additional 500,000 The Devil Wears Prada AdSleeves is likely to significantly boost the already growing hype for the film.

Based on the best-selling novel of the same name, The Devil Wears Prada showcases the sort of hellish employee-employer relationship that leaves office workers craving a caffeine boost. The Twentieth Century Fox film stars Academy-Award Ò winner Meryl Streep as Miranda Priestly, the witchy editor of the fashion industry’s hottest magazine, and Anne Hathaway as Andy Sachs, a small-town girl who becomes her unwitting assistant.

Twentieth Century Fox chose to integrate AdSleeves into its marketing mix because of the one-to-one experience that is created through the seamless integration with America’s daily coffee habit. The lifestyle nature of cup sleeve marketing and vibrant printing provide lengthy impressions; the average consumer spends between 40 and 50 minutes with their coffee.

Underlying the success of all BriteVision AdSleeve campaigns is the exclusive BriteVision Café Network that integrates over 5,000 locations, 80 American markets, and the nation’s top 30 DMAs into a comprehensive marketing infrastructure. The Devil Wears Prada benefits from BriteVision’s scalable targeting that allows their month-long AdSleeve campaign to reach a national audience, while also honing in on select demographics, right down to specific streets and café addresses.

To promote the concept tie-in of a National Coffee Break Day for real-life beleaguered employees, BriteVision focused the distribution through its exclusive cafés located near office buildings and in financial districts of cities such as New York , Los Angeles , and San Francisco . On June 27, select cafes were saturated with the movie’s advertisements; office workers across major cities could be seen waiting in line next to oversize movie posters and happily exiting cafés carrying The Devil Wears Prada AdSleeves. The AdSleeve distribution will continue in BriteVision’s cafés through mid-July.

Large corporate coffee chains (like LA’s own The Coffee Bean & Tea Leaf Ò ) and small independent cafés work hand-in-hand with BriteVision to support media campaigns because the company offers a comprehensive program that dramatically reduces (or eliminates) cup sleeve costs year round. The Devil Wears Prada promotion was made possible by these partnerships, which are the foundation of BriteVision’s exclusive system for executing dynamic and time-sensitive advertising campaigns.

To locate the nearest participating BriteVision café, log on to www.devilwearspradamovie.com.

About BriteVision

BriteVision is a leading alternative media company that pioneered cup sleeve advertising. In 1999 BriteVision invented the AdSleeve, a unique media vehicle integrated in the American consumer’s coffee habit that provides the ability to target consumers where they work, play, and live. BriteVision is the only media company that is 100% focused on cup sleeve advertising and has helped many leading US brands integrate this unique lifestyle medium as a successful component into their marketing strategies. For more information about BriteVision, visit its corporate website at www.britevision.com .

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