hawthorne direct SIGNS KOOLATRON CORPORATION AS A NEW CLIENT

Fairfield, IA -- hawthorne direct, the direct response TV advertising agency, recently signed an agreement with Brantford, Ontario-based Koolatron Corporation to do the media buying and to manage the direct response campaign for their product the Koolatron Companion. Ben Kalb Productions is the infomercial producer. The Koolatron Companion is a unique 12V portable thermoelectric cooler/warmer that plugs into the cigarette lighter outlet of a vehicle. With a simple reverse of the cord, the model may keep the contents of the Koolatron Companion either warm (no flames or propane required) or cool (no ice or toxic refrigerants are needed). The infomercial launch is scheduled to begin June 20, 1998.

"hawthorne direct has high expectations for Koolatron Corporation's media profitability," said Timothy R. Hawthorne, chairman and executive creative director of Fairfield, IA-based, hawthorne direct. "Thermoelectric refrigeration was once only found in the military, aerospace and laboratories. We are proud to help bring this wonderful product to the consumer."

"We are excited to be working with the experts at hawthorne direct in launching the Koolatron Companion through an infomercial campaign," said Shalaka Kulkarni, direct response manager of Koolatron Corporation. "Koolatron has been manufacturing and marketing 12V coolers for over 20 years. Using DRTV allows us to create awareness and to educate the consumer, while affording them the convenience of ordering the product over the phone."

The Koolatron Companion is one of five consumer models of 12V coolers marketed by Koolatron. Other products by Koolatron include a range of 12V thermoelectric camping/traveling products, innovative, compact thermoelectric water coolers as well as a full line of car care accessories, such as snow scraper brushes and car wash brushes. The Koolatron Corporation services all of their products and will also repair most portable coolers manufactured by other companies.

hawthorne direct is a full-service direct response advertising agency, specializing in creative and production, long and short form media buying, telemarketing/fulfillment management and integrated marketing.