Nestle Teams Up With THE 99 To Create New Brand

by Jeff

KUWAIT CITY, Kuwait, Oct. 24, 2008 — Teshkeel Media Group (TMG), creators of the world-acclaimed comic series THE 99, has signed an agreement with Nestle Waters allowing Nestle Waters the use of THE 99 characters for co-branding.

The partnership forms a marketing alliance between THE 99 and Nestle Waters. THE 99 features culturally relevant superhero characters from around the world in its comics, theme parks and soon-to-be-animated television series and will be used with key brands for Nestle Waters, the number-one bottled water company worldwide.

THE 99 branded water will be in stores in Saudi Arabia in the first quarter of 2009, followed by a rollout throughout the GCC and neighboring countries.

Maurizio Patarnello, CEO of Nestle Waters, said, “We think these wholesome superhero characters will provide a relevant and exciting brand activation platform.”

2008-THE99Nestle Nestle Teams Up With THE 99 To Create New Brand

Dr. Naif Al-Mutawa, founder and CEO of Teshkeel Media Group, said, “We are delighted to be working with Nestle Waters to further open the world of THE 99 to millions of consumers already enjoying Nestle products. Tying THE 99 to Nestle Waters is the definition of synergy when two of the world’s most respected brands join forces to add value for their consumers.”

Mohammed Chishty, Marketing Director of Nestle Waters Zone AOA, added, “We’re thrilled by Naif’s vision for THE 99. The variety and diversity of characters that he and his team are creating make them an ideal partner for a global company like Nestle Waters and global brand like ‘Nestle Pure Life.’ The geographical diversity of THE 99 characters will be valuably reflected on the packaging of each country’s locally bottled waters as we roll out the program throughout the region and beyond.”

Al-Mutawa concluded, “The themed Nestle Waters are the latest important step in spreading the message of THE 99 to the widest possible audience. With millions of bottles slated to be produced in 2009, our message of tolerance, teamwork and respect will be expanded exponentially. We are proud to be working with a global company like Nestle Waters whose ethics so closely mirror those of THE 99.”

About Teshkeel Media Group

Teshkeel Media Group, KSC ( is one of the Middle East’s leading developers of comic books, magazines, and other forms of children’s entertainment. Based in Kuwait, and with offices in New York, the company’s mission is to provide positive, high-quality children’s content in the region, including in print, electronic media, film, and television. Teshkeel develops its own original properties, including THE 99 (, an award-winning original superhero comic series based on regional culture and history. FORBES recently identified THE 99 as one of the “Top 20 Trends Sweeping the Globe.”

About Nestle

Nestle, with headquarters in Vevey, Switzerland, was founded in 1866 by Henri Nestle and is today the world’s leading nutrition, health and wellness company. Sales for 2007 were CHF 107.6 bn, with a net profit of CHF 10.6 bn. Nestle employs around 276,050 people and has factories or operations in almost every country in the world.

The Company’s strategy is guided by several fundamental principles. Nestle’s existing products grow through innovation and renovation while maintaining a balance in geographic activities and product lines. Long-term potential is never sacrificed for short-term performance. The Company’s priority is to bring the best and most relevant products to people, wherever they are, whatever their needs, throughout their lives.

Nestle Waters, the bottled water division of Nestle SA, accounts for nearly 10% of the Group’s consolidated sales, manages a portfolio of 72 brands bottled at 105 production sites, and employs a workforce of 32,000. Day after day, Nestle Waters satisfies the needs of its customers by offering the widest possible choice of bottled waters distributed through multiple trade channels.

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