Liquid Salvation: Horns or Halo

Liquid Salvation, the first bottled water in a flask, has launched a new "Horns or Halo" marketing campaign as the company continues to expand distribution and build consumer loyalty. Inspired by a World War II fighter pilot's flask, the brand features a 1940s-style, sexy "She-Devil" pin-up logo and has now introduced an "Angel" version -- both fondly known as Salvation Sally.

The brand has quickly found a home at some of the hottest nightspots in the country and in the hands of celebrities, such as Mickey Rourke, Owen Wilson, Jessica Simpson, Dave Navarro, and Olympic skier Darren Rahlves. The retro design has attracted an almost cult-like following that appreciates its irreverent, rebellious attitude as well as convenient shape that fits snugly in a jacket, pocket or purse.

"The response to the original packaging has been terrific, and now we have an angel counterpart that gives us a nice balance to create a wider appeal," said the company's Chief Sales Officer James F. Spellman. "We're expanding distribution on both the east and west coast, and anticipate continued explosive growth in both on and off premise channels."

With its edgy appeal and bold tagline, "Pure Water for an Impure World," the company has also capitalized on its rock and roll image and was a big hit at several promotions held recently during the South by Southwest Music Festival in Austin, Tex.

First launched in the fall of 2004, Lake Tahoe-based Liquid Salvation, Inc. is the brainchild of Chris "Reverend" Warner, a former world-class athlete and stuntman, who competed on the U.S. Track and Field and U.S. Bobsled teams. "We're on a mission to combat the evil effects of dehydration -- one flask at a time," said Warner.

The Liquid Salvation Water Wagon, a colorfully wrapped 30-foot motor coach, frequents festivals, special events and sporting events to help build brand awareness.

"Conventional marketing is dead," adds Warner. "We're taking a medieval approach to the beverage industry -- town to town, village to village with our battle cry, 'Ask for the Flask.'"

For more information, visit www.liquidsalvation.com.

Distributed by Market Wire