Free ice cream for the designated driver; Baileys & Di Saronno drive home an important campaign.

FORT LEE, N.J.--(BUSINESS WIRE)--Aug. 1, 1995--The Paddington Corporation has announced an unprecedented restaurant program which may just make our roads safer.

In select restaurants throughout the country, free Di Saronno or Baileys Haagen-Dazs ice cream will be offered to the designated driver in each party. This program kicked off in July and will continue to thank all those important designated drivers well into the summer.

This is the first designated driver program which not only advocates social responsibility, but offers a totally unique and appropriate incentive to those who participate. The two new indulgent Haagen-Dazs flavors, Baileys Irish Cream and Di Saronno Amaretto, have emerged as clear successes in the highly competitive super premium ice cream category. Paddington created the Designated Driver campaign with a key advantage in that a high level of consumer interest is built in.

"This is more than just a new promotion for us," says Scott Green, Group Brand Director at Paddington. "The Paddington Corporation and Haagen-Dazs saw a great opportunity to create a socially responsible program that offers delicious rewards to the designated driver," Green adds.

Leading restaurants have embraced this breakthrough program, welcoming the opportunity to reward designated drivers by introducing them to a new way to enjoy their favorite cordial flavors. Participating locations include such stellar New York City establishments as Le Bar Bat and the widely popular Harley Davidson Cafe.

In Miami, hot spots like Bang and News Cafe on South Beach are scooping away, as is the The Admiral's Club over Miami International's American Airlines terminal. On the West Coast, Santa Barbara's Chart House, Manhattan Beach's H2O and Santa Monica's Q's, have also joined the program.

"We get so many requests from companies wanting to do promotions here. Some we look at, but many just seem frivolous," says Gabriella Lepore, retail director of New York's famed Ferrara in Little Italy. "We immediately saw the benefit of a designated driver program with a unique twist that could really get our customers involved," she adds.

"In just about every major city in the country, top restaurants have jumped on boards with enthusiasm," Green says. "To be honest, the response has been significantly greater than our expectations," he adds.

The fine products imported by The Paddington Corporation include: Baileys Original and Baileys Light Irish Cream Liqueurs; Campari; Di Saronno Amaretto; Emmets Ireland's Cream Liqueur; Florio Marsalas, Goldschlager Liqueur; J & B Rare, J & B Select and J.E.T.; Malibu Caribbean Coconut Rum; O'Darby Irish Cream Liqueur; Romana Sambuca; Romana Black; Rumple Minze Peppermint Schnapps and Sheridan's. All these brand names are registered trademarks of The Paddington Corporation or its affiliated companies.

ATTENTION EDITORS:

For information about Paddington Designated Driver restaurants in your area, please call Keith Klein at 212/532-5151.

CONTACT: The Paddington Corporation

Lynn Norton, 201/592-5666

or

Milton Samuels Advertising

Keith Klein, 212/532-5151