First Flavor Launches Peel 'n Taste Flavor Strips; Announces Launch of First-Ever Taste-Driven Advertising Campaign by CBS Television

11/09/07 First Flavor announced the launch of its Peel 'n Taste flavor strips and the kick-off of the first- ever taste-driven advertising campaign with CBS Television. CBS is using the patent-pending, compact and edible Peel 'n Taste dissolving flavor strips to offer readers of Rolling Stone magazine a non-alcoholic Lucia Duque Rum mojito strip. This campaign is part of CBS' preview of the new fall television series "Cane" starring Jimmy Smits. Set in South Florida, the drama will chronicle the intrigues of a large Cuban-American family running the successful Lucia Duque rum and sugar business. Setting a new standard for innovative marketing and brand differentiation, this multi-sensory campaign will directly reach Rolling Stone readers and offer them a unique opportunity to experience "Cane."

"We are extremely pleased with the early success of our Peel 'n Taste flavor strip technology and its ability to enable consumers to taste the flavor of a wide range of products, in this case, a rum mojito," said Jay Minkoff, President and CEO of First Flavor. "CBS is at the forefront of multi-sensory marketing and, with this first-ever media campaign, is pioneering new ways for companies to interact with their customers. Here, the network has given Rolling Stone readers a reason to pause and make a sensory connection to "Cane." This is just the first in a series of innovative, taste-driven campaigns we will be launching this fall and we are very excited about the response our Peel 'n Taste flavor strips are already receiving from national marketers."

The Peel 'n Taste flavor strip for "Cane" is included in the New York and Los Angeles editions of Rolling Stone, available on newsstands this Friday, September 7. The insert includes a thin, tamper evident pouch with a rum mojito-flavored dissolving taste strip. Readers simply place the edible strip on their tongues to enjoy the full-flavor taste experience of a rum mojito, without any of the sugar, calories or alcohol. The insert was placed by Initiative, a media, marketing and digital agency working with CBS to develop the campaign for "Cane."

"What better way to launch a new series like this than design a one-of-a- kind print ad you can taste," commented George Schweitzer, President of the CBS Marketing Group. "We are always looking to stretch the boundaries of traditional advertising by finding creative ways to market our primetime series. We're confident that this latest concept will not only appeal to Rolling Stone readers, but engage them to get a true taste of Cane," he added.