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AquaCell's ''Message On The Bottle'' Lifts Sales of Dove Cool Moisture By 34%.

RANCHO CUCAMONGA, Calif. -- AquaCell (AMEX:AQA) announced today that it has received a report from Unilever regarding the effectiveness of the advertising of Dove Cool Moisture on Aquacell's water coolers installed in Duane Reade drug stores. The results reveal an average 34% higher sales lift for Dove Cool Moisture products in stores having Aquacell water cooler advertising in comparison to Duane Reade stores without the "Message on the Bottle" advertising.

Michael Dougherty, President of AquaCell Media said, "This is just the kind of data we were looking for to validate the value of our "Message On The Bottle" advertising program. While we anticipated a sales lift, we did not predict one this significant and are extremely excited about the results," Mr. Dougherty continued. "While we knew from the number of cups being used that the ads were being seen, we had no fact based evidence as to how much additional sales we were driving. Now, there is not any question about it -- our water cooler advertising generated a 34% retail sales lift."

The test compared sales of Dove Cool Moisture in the 100 Duane Reade stores in the greater NY area that have AquaCell's water coolers installed with a Dove Cool Moisture advertising band on the permanently attached five-gallon bottle, to all other Duane Reade stores without cooler advertising. The data was gathered over a four-week period from Duane Reade's cash register scanners. Sales of Dove Cool Moisture increased steadily in all stores; however, the stores with "Message on the Bottle" advertising had consistently higher sales of both bar soap and body wash, averaging 34% higher than stores without cooler advertising.

ABOUT THE "MESSAGE ON THE BOTTLE" ADVERTISING PROGRAM

AquaCell Media's "Message On The Bottle" advertising program provides unique in-store point-of purchase advertising. The Company installs its patented Aquacell Bottled Water Cooler System into the retail locations under a five-year agreement and retains ownership of the "billboard" water cooler. Revenue is generated through the sale of the advertising space on the bottle band and cup holder of the permanently attached five-gallon bottle, to companies that provide products pertinent to the location. For example, on coolers installed in drug stores, health and beauty care products will be advertised, while coolers installed in supermarkets may bear advertisements for food products. Advertisers will get face-to-face impact with targeted consumers in a time frame pertinent to making a purchasing decision, driving impulse sales.

INTRODUCING AQUACELL

AquaCell, based in Rancho Cucamonga, CA, through its Aquacell Media, Inc. operating subsidiary, installs its patented self-filling Aquacell 1000 Bottled Water Cooler Systems free of charge into various locations, including retail establishments. Aquacell Media retains ownership of the coolers, and revenue is generated through the sale of targeted advertising on the band of the cooler's permanently attached five-gallon bottle of products and/or services pertinent to the location, similar to the concept of billboard advertising. The Company also manufactures products for water filtration and purification through its two operating subsidiaries, Water Science Technologies, Inc. and Global Water-Aquacell, Inc. Its products address various water treatment applications for industrial, commercial, institutional and residential applications. These applications range from providing purified drinking water -- through its point-of-use patented self-filling water cooler and production of water bottling plant equipment- to processing water for ultra-pure purposes, such as micro-chip and pharmaceutical manufacturing.

Safe Harbor. Statement Under the Private Securities Litigation Reform Act of 1995.

Certain statements in this press release constitute "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995. Such forward-looking statements involve known and unknown risks, uncertainties and other factors which may cause the actual results, performance or achievements of the Company to be materially different from any future results, performances or achievements expressed or implied by such forward-looking statements. Forward-looking statements include, but are not limited to, statements about: our ability to continue relationships with customers; our ability to offer our products at competitive prices; our ability to maintain our listing on the American Stock Amex; and our ability to use the most current technology for our products.
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Publication:Business Wire
Date:Apr 25, 2005
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