EQ Smart Energy Drink Attains Hero Status in Mexico

Las Vegas, NV (PRWEB) November 20, 2007 -- If one had walked up town in the business district of Ensenada, Mexico on the weekend of November 10th, it would have seemed like a ghost town. All of the shops were open in this destination port for major cruise lines, but the sidewalks were essentially empty. Most merchants would have bent over backwards to have someone darken their door, just so they could offer their products and goods at bargain discount prices just to bring in any income. Yet, at the other end of the main drag, thousands of people were elbow-to-elbow, willing to pay premium prices for the products being sold at kiosks that were there only for the weekend. Why? It was the weekend of the 2007 Tecate Score Baja 1000 that attracts multitudes of racing enthusiasts to this ocean cove (actually, the Spanish translation for Ensenada is Cove).

Why the Baja 1000 is Special

This year's Baja 1000 was special because it represented the 40th Anniversary of a grueling off-road racing spectacular that combines state-of-the-art technology with nerves of steel, and the desire to endure some of the harshest driving conditions in order to merely complete the race. It's dangerous, physically and mentally challenging to the point that only the strong survive. In fact, this year's Baja experienced two unfortunate fatalities and a helicopter crash that resulted in the hospitalization of two other individuals, so that winners are considered (even worshiped) as warriors, as true champions, as heroes.

EQ Smart Energy Drink® Shares Hero Status

This quick energy product differs from competing products on the market because it is an effervescent tablet that can be used in combination with water and a variety of alcohol and/or non-alcohol beverages. Unlike most energy drinks, the product does not cause nervousness or jittery feelings, nor does it cause a sudden drop in energy (crash) once the effects of the product have worn off. Dubbed "The Healthy Energy Drink," EQ consists of a variety of Vitamin B blends, contains no sugar, and consists of only 5 calories per serving, while containing less caffeine than a cup of coffee. College students, late night partiers, truck drivers, and even business executives extol the benefits and advantages of this unique product. Interestingly (having already taken samples of the product), a significant number of drivers in the Baja 1000 requested additional samples of the product to use while competing. They appreciated the practical benefits of the products: all they needed to do was to drop the tablets in a small bottle of water, and they would have an instant energy source to sustain them throughout the entire race. They did not have to worry about utilizing valuable space to transport numerous cans of energy drink that tastes best served cold. Nor did they have to experience the harsh after-effects that many of the other fast energy drink products produce.

EQ's Decision to Sponsor a Racing Team

"The decision to sponsor this particular driving team in this year's event was based on several considerations," stated Bob Fain, COO of EQ Labs, LLC. "Our products are already on the shelves in Mexico as well as major chains here in the U.S. , so we felt it would complement our brand management program. The driving team had finished in 2nd Place in the previous two years, and last year's 1st Place winner was not participating in this year's event. Added to that was the fact that the 2006 3rd Place winner had offered to joint venture with this team and create a "dream team" that consisted of four very qualified drivers with excellent pit crews. It was almost a no-brainer," he commented.

EQ Labs, LLC already had some experience with auto racing as a result of having sponsored NASCAR legend, Chase Montgomery (who won a major NASCAR race at the age of 19). Despite this experience, "Comparing the Baja to race track racing is like comparing American apples to Mexican limes," said Fain. "These drivers operate under the most challenging and dangerous (even life-threatening) conditions. Our initial concern was for a safety-oriented team, but we also evaluated the team's potential for success, and what it our participation would translate into terms of brand recognition. Since our team won, we are most optimistic about the buzz it will generate for our product. All that we want is for consumers to try the product and make their own future buying decisions. Based on our prior experiences, we think the Baja will (at minimum) create a bigger demand for a superior product," he said.

The 2007 Tecate Score Baja 1000 was covered by NBC and ESPN-International television networks on a delayed telecast basis and will be aired on December 30, 2007 to approximately 20 million viewers on a worldwide basis.

Meeting the Baja Challenges

Team EQ competed in the Class 5 (Volkswagen) Series. Despite the size of these vehicles, they lend themselves to the latest technology, to ensure for the safety of the drivers. In fact, the day before the race, all vehicles must undergo and pass a thorough inspection. This occurs on Technical Inspection Day, which attracts thousands of enthusiasts who have an interest in seeing all of the vehicles, their drivers, and partaking of the variety of souvenirs and promotional items that are available at this event. Although it is important to pass the technical inspection, the next step is to accessorize the vehicle with cameras, night vision goggles, and communication equipment because communication is one of the most critical necessities. Some driving teams use helicopters to service their pit crews as needed, but Team EQ dispatched two of its pit crews 10 - 12 hours before the start of the race to ensure they would be in position at strategic locations over the 1,296 mile course. This allowed the drivers to alert their pit teams to potential problems before the vehicle reached a particular service area.

Approximately 261 miles into the race from the starting point in Ensenada, Mexico, Team EQ took the lead position and would not relinquish it for the remainder of the event. With a finish time of approximately 33hours and 35.6 seconds, Team EQ crossed the finish line in Cabo San Lucas more than one hour ahead of the 2nd Place finisher.

Co-driver, Roberto Green, who finished in 2nd Place as Arambula's co-driver the previous two years, summed up the groups feelings about finishing first by quoting an old saying, "We have lost and we have won, and winning is better. Gracias EQ!"

Capitalizing on Team EQ's Success

EQ Labs, the driving team, and Exa. FM 106.9 have plans for capitalizing on the success of this joint venture. After the final results were announced, Exa. FM 106.9 has continuously aired the results of Team EQ's success to its listening audience. Long-term plans are for EQ Labs, LLC to utilize the services of this station as it broadens its sales base throughout Mexico. Footage from this race will be incorporated into television commercials and result in celebrity endorsements for EQ Smart Energy Drink® since the members of this driving team are now overnight celebrities (heroes). And finally, a significant amount of EQ Smart Energy Drink's advertising displays will reference Team EQ's success in the 2007 Tecate Score Baja 1000.

About EQ Labs, LLC

EQ Labs, LLC is a privately-owned corporation headquartered in Las Vegas, NV. The company manufactures and distributes its effervescent product on a national and international basis through major distributors in the U.S., Mexico, Brazil, and South Africa. In the U.S., the product is available in national retail chains such as 7 - Eleven, Rite Aid/GNC, Amazon.com, CVS.com and numerous individual distributors. The product is scheduled for distribution in Canada by late 2007-early 2008. In addition to its effervescent energy tablet, the company has a portfolio of quick energy products made of 100% natural ingredients that are scheduled for the market by mid-2008.

For additional information, contact:

Robert H. "Bob" Fain III, COO

EQ Labs, LLC

4405 W Sunset Road

Las Vegas, NV 89119

TEL: 702-454-0037

Email: patcoinc(at)cox.net

Web Site: www.drinkeq.com

My Space: http://www.myspace.com/eq4u

Investment Relations: patcoinc(at)cox.net

EQ Smart Energy Drink is a registered trademark of EQ Labs, LLC. All rights reserved 2007.

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