Country Music Superstar Toby Keith Takes a Coffee Break With Mr. Coffee Brand; Pop Culture Icon Influences Brand's Communications.

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BOCA RATON, Fla.--(BUSINESS WIRE)--Oct. 15, 2003

At a time when country music is the most popular radio format with 77 million loyal listeners, Toby Keith is at the forefront of the country music explosion. He was named Entertainer of the Year and was also the most nominated performer for this year's Country Music Awards with seven astounding nominations. The popular entertainer joins forces with the Mr. Coffee(R) brand, the number one brand in its category since 1972 with more than 25 billion cups brewed and over 125 million coffeemakers sold. Mr. Coffee brand executives believe the pairing of two of America's hottest icons will create widespread appeal.

"The power of Toby Keith experiencing a personal Mr. Coffee moment creates an emotional connection between the brand and the consumer," said Alejandro Pena, vice president of marketing for Mr. Coffee Global Appliances. "Featuring how some of the biggest celebrities relax with a Mr. Coffee-brewed cup of java is compelling. It works because it shows that everyone, no matter who they are, enjoys Mr. Coffee moments."

"It's good to kick back at the end of my day and enjoy a personal moment," said Toby Keith as he shared one of his favorite experiences. "Mr. Coffee really helps me unwind."

Since the introduction of Mr. Coffee products in 1972, the brand has been a powerful industry leader and remains the best selling coffeemaker in the U.S. Today's Mr. Coffee products go well beyond the coffeemaker with a full line of accessories to satisfy coffee drinkers from bean to cup. New this year, Mr. Coffee brand's own distinct brand of coffee can be purchased at stores nationwide. Items such as gourmet French presses, milk frothers, and gold tone filters cater to individual preferences while a new line of sleek, stainless steel carafes and accessories have won rave reviews for style and function. For consumers in a rush, the Mr. Coffee Speedbrew(R) produces ten cups of coffee in just three minutes - three times faster than automatic drip coffeemakers. In addition, a Mr. Coffee travel mug or vacuum bottle is a handy highway companion that preserves flavor and freshness. With its innovative, diverse product line, Mr. Coffee brand has indeed made it possible for consumers to maximize their Mr. Coffee moment anywhere - at home, at work, or on the move.

The Mr. Coffee brand communication plan leverages a fully integrated, multi-tiered effort, which includes print ads, radio promotions, online contests and coupons. Print ads offering an intimate, up-close look at Toby Keith enjoying his Mr. Coffee moment are debuting in the November issue of People magazine and will also appear in publications such as Country Weekly and Cooking Light. People magazine is also sponsoring a live mall tour where shoppers can sample Mr. Coffee coffee, watch videos of Toby's latest hits and win prizes and rebates. The tour includes venues in St. Louis, Austin, Orlando, Atlanta, Boston, New York, Memphis, Los Angeles, and Tacoma.

The radio promotions, A Kick Back with Mr. Coffee On-Air Giveaway, will promote Toby's upcoming SHOCK 'N Y'ALL national tour. Listeners can call in to play "Toby Keith Trivia" for a chance to win Mr. Coffee products and accessories. Beginning November 4, listeners can also tune in to hear Toby live with selections from his new CD.

The Mr. Coffee Moment of a Lifetime Sweepstakes initiative will give consumers who log onto http://www.mrcoffee.com the opportunity to win an exciting all-expenses paid trip to Las Vegas to attend the Academy of Country Music Awards. The trip includes round trip airfare, three days of deluxe accommodations, two tickets to the Academy of Country Music Awards, and post parties. Additionally, consumers who purchase a Mr. Coffee brewer can go online and follow instructions to receive $5 off any Toby Keith CD as well as prizes and rebates.

BrandStruck, a joint operation of J. Walter Thompson and Hill & Knowlton, is executing a strategic, fully integrated, high profile marketing effort that runs the gamut from securing talent to developing breakthrough print advertising.

Mr. Coffee(R) is the brand behind the best-selling domestic coffee maker, iced tea maker, hot cocoa maker, coffee filters and replacement decanters. Mr. Coffee(R) is a registered trademark of Sunbeam Products, Inc., a leading consumer products company that designs, manufactures and markets, nationally and internationally, a diverse portfolio of consumer products under Sunbeam(R), Oster(R), Mr. Coffee(R) and Health O Meter(R) brands.

Creative Marketing Group (CMG) is the licensee for Mr. Coffee brand coffee. CMG, chosen for its collective sales and marketing experience, specializes in presenting select opportunities to the retail trade in the United States and Canada. CMG has offices in Lancaster, PA, and Las Vegas, NV.

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