MIAMI, September 10, 2002 —- The makers of BAWLS Guarana, the soft drink with the most caffeine on the market, Interplay Entertainment, the publisher of Run Like HellT, and Vivendi Universal Games, Interplay’s distribution partner, announce a co-promotion that follows the popular Hollywood paradigm of product placement in films. This much-anticipated PlayStation®2 computer entertainment system game is slated to ship to retail in early October.

“BAWLS has become an integral part of the video game world,” said BAWLS Founder and CEO Hoby Buppert, “and a partnership with Interplay, in one of their most compelling games ever, is an exhilarating concept.” As part of the “Grab Your BAWLS and Run Like Hell” promotion, BAWLS will produce “Run Like Hell” collector’s edition cases of BAWLS Guarana. The BAWLS bottle caps will direct consumers to a website ( where they can register for a sweepstakes. Thirty lucky winners will receive Interplay and BAWLS prize packs.

The Run Like Hell game will feature BAWLS soft drinks and vending machines located strategically throughout the game. Nick Connor, the main character, can drink the beverage as a ‘power-up’ to sustain his health and endurance. The state-of-the-art game will feature gorgeous 3D graphics and a suspenseful storyline that will keep gamers reaching for their BAWLS.

“BAWLS has become the beverage of choice for gamers searching for a refreshing and revitalizing drink to keep them fueled for hours of game play,” said Gina Cabrera, Promotions Manager for Interplay. “This promotion will help to position Run Like Hell as an intense new experience among the game aficionados that are loyal BAWLS drinkers.”

The promotion marks a first for the company as it continues reaching out to gamers that comprise a significant portion of its buyers. “Computer-game fans have embraced BAWLS since its introduction several years ago,” said Hoby Buppert, the company’s founder and CEO. “The soft drink has become the Gatorade of the cyber-athlete, and we are excited to capture the console gamer through strategic new efforts like the promotion with Run Like Hell.”

A BAWLS TV spot featuring thirsty characters from the Run Like Hell game will run on cable TV programs this fall. Visit the BAWLS and Run Like Hell Web sites at and for more contest information and links.

BAWLS Guarana,, is a high caffeine soft drink made from the guarana berry from the Amazonian Rainforest. The caffeine derived from guarana is twice as powerful as the caffeine derived from coffee. The most recognized soft drink with computer games, BAWLS reaches millions of computer gamers through “LAN Parties” and tournaments across the country, its gaming website, and sponsorship of the CPL-Cyberathlete Professional League.

Interplay Entertainment Corp. is a leading developer, publisher and distributor of interactive entertainment software for both core gamers and the mass market. Interplay currently balances its development efforts by publishing for personal computers as well as current and next generation video game consoles. Interplay releases products through Digital Mayhem, Black Isle Studios, Interplay, its distribution partners and its wholly owned subsidiary Interplay OEM, Inc. More comprehensive information on Interplay and its products is available through its worldwide website at

Headquartered in New York, NY, Vivendi Universal Games is a global leader in multi-platform interactive entertainment and a worldwide operating division of Vivendi Universal Publishing, the world’s third largest publishing company. A leading publisher of PC, console and online-based interactive content, Vivendi Universal Games’ portfolio of development studios includes Blizzard Entertainment, Sierra Entertainment and Universal Interactive. Through its Partner Publishing Group, Vivendi Universal Games also co-publishes and/or distributes interactive products for a number of strategic partners, including Empire Interactive, Fox Interactive, Mythic Entertainment and Simon & Schuster, among others. Games are one of parent company Vivendi Universal’s key content areas, along with movies, music and other publishing activities.

Note: All other copyrights and trademarks are the property of their respective owners.

Bawls can be ordered online at