Released on = June 28, 2007, 7:43 pm

Press Release Author = Davy Wave / Hudson Net Newswires

Industry = Food & Beverage

Press Release Summary = A new energy drink wants you to dance all night and is
giving you both the beats and the energy to do it

Press Release Body = A new energy drink wants you to dance all night and is giving
you both the beats and the energy to do it. Broomfield, Colorado\'s WhiteWave Foods
has burst on the scene with a high caffeinated drink, STÔK, a new brand that \"kicks
life up a notch and allows you to keep going - whatever you\'re doing,\" according to
Trevor Bynum, director of marketing for STÔK. To that end STÔK has partnered with
the self-declared pop evolutionaries of Datarock, to launch the STÔK Challenge: a
national online dance-off competition with a shot to win $1,000 at www.GetStokd.com.


To enter, users download the radio-edited version of Norway\'s Datarock\'s hyper
jubilant track, \"Fa-Fa-Fa\" at GetStokd.com. After shooting themselves dancing to the
track (solo or with up to one family member partner), contestants fill out a basic
entry form and upload their video to the site. If the contest judges are hip to
their dance moves, the video will be deemed to be \"STÔK\'d\" enough to broadcast. Top
rated entries will be ranked and posted for viewing on GetStokd.com through the
contest\'s official end date of Aug. 31.

Datarock\'s Frederik Saroea, says that \"We\'re 100 percent behind fueling the all-out,
non-stop, rapid fire dance party\" which shouldn\'t be hard seeing as a STÔK Black
Coffee Shot provides a 40mg jolt of pure caffeine in one serving, boosting the
average cup of java to the punch of an espresso shot, according to a company press
release. With that kind of energy, dancing to Saroea\'s and Ketil Mosnes\'
(bass/keyboards) post-punk, disco-tinged techno groovy music should be the just the
thing to work off fuel injected, hyperactive feeling you\'re bound to get.

\"We (Datarock) selected \'Fa-Fa-Fa\' for this contest to up the dance ante - people
must have mad skills to keep with the beat\", Saroea intimated. \"We hired a troupe to
do on-stage aerobics for one of our shows, and even they were gasping for air,\"
which sounds like there should be some kind of health warning involved somewhere.

Actually, STÔK does have an age limit and health disclaimer at their web site\'s
front page, http://www.getstokd.com/age/ .

\"WHOA! HOLD ON SPORT!\", the site admonishes. \"STÔK is not recommended for those
under 18, pregnant or caffiene sensitive\".

They follow that with an age meter before they\'ll let you in.

Once inside there\'s a 20 something babe doing her best imitation of what looks like
to me to be the Car\'s \"Shake It Up\" dance move from the 80s, who then stops to let
you in on all things STÔK. There\'s also more user submitted videos ranging from BMX
bike tricks and snowboarding, to a guy named Garrett spewing a bug out of his mouth,
which is labeled, \"holy gross\". I\'ll leave that for you to verify.

Other site features include a \"STÔK Ticker\" that runs fluff news headlines
horizontally across the bottom of the page that can be scrolled through vertically.
Clicking on a headline takes you to the AOL.com\' TMZ.com video news site. There\'s
also a listing of future events that so far center around sampling the brand\'s black
coffee shots that come in containers that look like those flavored creams you get
for your coffee at the local Speedway. You can also get the latest word on
Datarock\'s STÔK-sponsored North American Tour; download a variety of so-called
\"distractions\" that include watching \"X surfing\" with Garrett McNamara; learn how to
make experimental concoctions made with STÔK, watch the Lucas Baja Racing team as
well as join the exclusive STÔK Stag Club to receive \"up-to-the-minute STÔK-related
updates and free gifts\".

Not to be left out of the viral community revolution, the drink also has a MySpace
page at http://myspace.com/GetStokd that plays the Datarock track from the contest.

All in all it appears to be an interesting first foray into the world of online
marketing, but if STÔK really wants to get its brand image real street cred, they\'re
going to have to stoke it up a bit themselves - or kick out the jams, pump up the
volume, raise the roof...

Web Site = http://

Contact Details = WhiteWave Foods Company
Jarod Ballentine, 303-635-4510
Jarod.Ballentine@whitewave.com