MiO Energy Partners with 7-Eleven and “Presidential Candidate” Judah Friedlander

Friedlander Takes ENERGY Stance at Los Angeles 7-Elevens

LOS ANGELES, March 15, 2012 /PRNewswire/ — Actor, comedian and beverage expert Judah Friedlander will commandeer three Los Angeles 7-Eleven stores today on behalf of MiO ENERGY, the new platform for the popular liquid water enhancer. Friedlander, self-proclaimed beverage expert and newest fan of MiO ENERGY, will mingle with locals by the Corn Dog Rollers today to serve up MiO ENERGY and laughs.

In light of the recent energy crisis, Friedlander will address a key issue in his presidential platform, the nation’s growing energy dependence, by distributing MiO ENERGY to the masses. For every 15,000 Foursquare check-ins to U.S. 7-Eleven stores after the event, fans can unlock a YouTube video of the intercepts, as well as a special coupon for MiO ENERGY on the MiO Facebook page.

“Energy is a major issue facing our nation. I need to let Americans know where I stand on this vital issue. Nobody cares more about the USA than me,” said Friedlander. “What better way to do that than to hang out at 7-Eleven and talk with real people and throw my support to MiO ENERGY. And I know what I’m talking about. I have two Ph.D.’s in Energy and three Ph.D.’s in beverages. I’ve dedicated my entire life to studying energy drinks.”

Building upon the successful launch of MiO last year, MiO ENERGY, a brand new plank in the brand’s platform, is a portable liquid water enhancer with an added energy benefit. With 60 mg caffeine per eight fluid ounce serving –about the same amount as a six-ounce cup of coffee– each MiO ENERGY bottle offers multiple servings right in the palm of your hand.

MiO ENERGY is not your typical energy drink, so for the launch we teamed up with the most unconventional presidential hopeful to ever throw his hat into the ring,” said Sam Garfinkel, Senior Associate Brand Manager of MiO. “Between Judah’s trademark trucker hats and his slight unpredictability, we can’t wait to see what he has in store for 7-Eleven customers!”

For real-time updates, clues and video, follow @makeitmio, @7Eleven and @JudahWorldChamp on Twitter, and find MiO on Facebook.

Judah will post up in the 7-Eleven stores with both MiO ENERGY flavors, Black Cherry and Green Thunder, which are now available conveniently next to the register at 7-Eleven stores and at other major grocery outlets nationwide.

About MiO

MiO is a liquid water enhancer that allows consumers to shake things up and have their drink their way, customized to their tastes. When added to water, MiO creates a vibrant swirl of color that self-mixes to create a delicious, personalized drink. MiO is available in seven regular flavors and two MiO ENERGY flavors, all containing zero calories and with 12, 18 or 24 servings per bottle. MiO ENERGY is a recent extension of MiO, but with an energy and B-vitamin benefit with 60 mg caffeine per 8 fluid ounce serving – about the same amount of caffeine as a 6 oz. cup of coffee. For more information about MiO, connect with us on Facebook (www.Facebook.com/MiO), follow us Twitter (www.Twitter.com/makeitmio) or visit the MiO website at (www.makeitmio.com).

About 7-Eleven, Inc.

7-Eleven, Inc. is the premier name and largest chain in the convenience retailing industry. Based in Dallas, Texas, 7-Eleven operates, franchises or licenses more than 9,100 7-Eleven® stores in North America. Globally, there are more than 45,100 7-Eleven stores in 16 countries. During 2010, 7-Eleven stores worldwide generated total sales of more than $62.7 billion. 7-Eleven has been honored by a number of companies and organizations recently. Accolades include: #2 on Forbes magazine’s 2011 list of Top Franchises for the Money; #4 spot on Entrepreneur magazine’s Franchise 500 list for 2009, #3 in Forbes magazine’s Top 20 Franchises to Start, #3 among Top 100 Global Franchises by Franchise Direct, among GI Jobs magazine’s Top 100 Military-Friendly Employers, #3 in Store Growth by Convenience Store News, #2 in Franchise Times Top 200 Franchise Companies, #2 in AllBusiness AllStar Franchise 2012 ranking and #29 among Top 100 Chains in Food Service. Hispanic Magazine named 7-Eleven in its Hispanic Corporate Top 100 Companies that provide the most opportunities to Hispanics. 7-Eleven recently was selected by three diversity publications as a company offering the best career and franchisee opportunities. In addition, Symphony IRI recognized 7-Eleven in its 2009 Shopper-Centric Marketing Innovation program, and 7-Eleven received the 2010 Retailer of the Year from PL Buyer because of the company’s private-label brand initiative. The company is franchising its stores in the U.S., and is expanding through organic growth, acquisitions and its Business Conversion Program. Find out more online at www.7-Eleven.com.