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DC Brands International, Inc. Announces Latest Media Test and Airing of Fat Fighter Infomercial Produces Superior Results

DENVER, Feb. 14, 2012 /PRNewswire/ -- DC Brands International, Inc., a publicly reporting company under the ticker symbol (OTC:HRDN), today announced that the media test of the new offer and latest airing of the Fat Fighter infomercial has resulted in a 74% increase of units shipped in comparison to the initial airing and media test in November of 2011.

Richard Pearce, President and CEO said, "I am so pleased to be able to announce that this latest airing of the infomercial and subsequent media test gave us a significant increase in the number of units moved. The response to this campaign almost doubled the number of units that were shipped when compared to the initial airing and media test last year. That initial campaign resulted in 381 units, and this time around we moved a total of 663 units. That's a whopping 74% increase. This significant success is a direct result of our effort to optimize our media expenditure by combining the national cable airings with a direct e-mail campaign, conducted for us by Affiliate.com. This combined approach allowed us to gain what we believed was the widest exposure and most efficient and cost beneficial campaign for our dollars spent. In the latest campaign we offered a 7 day trial offer for $9.95 as opposed to the initial offer that asked our customer to purchase two to three cases of Fat Fighter and Cleanz+ for a cost between $100 and $150. I believe that this new offer directly contributed to the increased response we experienced."

Pearce continued, "We are seeing a significant increase in our continuity program, and I anticipate that will also translate into continued reorders, and customers trying other HARD Nutrition functions, as we continue this combined approach. I am very encouraged that our sales will continue to increase, since the fact is that in this media test we only spent approximately twenty-five percent of the amount that we outlayed for the initial airing last year, and yet realized such a drastic improvement."

To view the Fat Fighter infomercial and see the revised offer go to www.hardnutrition.com

About DC Brands International:

DC Brands International, a publicly traded company under the ticker symbol (HRDN), presently specializes in the manufacturing of its functional beverages and health products. Established in 1998, DC Brands began producing a number of lines of energy drinks in 2005. DC Brands then purchased the assets of H.A.R.D. Nutrition and began its quest to produce a new health line of products. DC Brands has recently announced the release of its new H.A.R.D. Nutrition Functional Water Systems, which it expects will revolutionize the functional beverage category.

For more information on DC Brands International, Inc. and it's HARD Nutrition Functional Water Systems, visit its website at www.hardnutrition.com.

This release includes forward-looking statements on our current expectations and projections about future events. In some cases forward-looking statements can be identified by terminology such as "may," "should," "potential," "continue," "expects," "anticipates," "intends," "plans," "believes," "estimates," and similar expressions. These statements are based upon current beliefs, expectations and assumptions and are subject to a number of risks and uncertainties, many of which are difficult to predict and include statements regarding the success of the new offer and the Fat Fighter infomercial, and any anticipated sales because of increased national exposure of HARD Nutrition's Fat Fighter Functional Water System.

The forward-looking statements are subject to risks and uncertainties that could cause actual results to differ materially from those set forth or implied by any forward-looking statements. Important factors that could cause actual results to differ materially from those reflected in our forward-looking statements include, among others, optimistic expectations of Richard Pearce, our inability to obtain expected sales from the continued airing of the Fat Fighter infomercial, and additional unanticipated costs incurred in connection with the airing of the infomercial and other risk factors affecting our business as described in our recent Registration Statement on Form S-1. The information in this release is provided only as of the date of this release, and we undertake no obligation to update any forward-looking statements contained in this release based on new information, future events, or otherwise, except as required by law.

CONTACT: Wade Brantley
wbrantley@dc-brands.com

SOURCE DC Brands International, Inc.