Intirion Develops Key Relationships with Monster House and Budweiser for Craftworks(TM) Refrigerator

Intirion Develops Key Relationships with Monster House and Budweiser for Craftworks(TM) Refrigerator

Tool Chest Look-Alike Makes Statement For Brand Leaders

CAMBRIDGE, Mass., Oct. 3 /PRNewswire/ -- Intirion announced the development of two new strategic marketing relationships with Discovery Channel's "Monster House" and Anheuser-Busch Inc.'s Budweiser(R) Promotional Products Group to promote its innovative Craftworks(TM) refrigerator. Sporting a striking tool chest design, the Craftworks refrigerator isn't your typical residential appliance. This compact "cool chest" on wheels, flaunts a red exterior with rugged door pulls that looks just like tool chests seen in many workshops and garages.

(Photo: http://www.newscom.com/cgi-bin/prnh/20051003/NEM019 )

"Intirion is responding to an important consumer trend for design that makes a statement. No matter how traditional the product, people are making purchases that appeal to their personal sense of style," said Phil Emma, Vice President and General Manager of Intirion. "Brand leaders are aligning with Craftworks to take advantage of a new twist in keeping things cool. The Craftworks fridge is a perfect fit for audiences tuned-in to 'Monster House' and Budweiser."

Discovery Channel's "Monster House"

Intirion has entered into a three-year relationship with the hit sensation "Monster House" television series. For a growing audience hooked on extreme possibilities in construction, "Monster House" is considered a home show on steroids. In each episode, host Steve Watson and a team of five builder contestants have five days to pull off an over-the-top remodel that would take a normal contractor several weeks to complete. Working with designs based on a theme, homeowners see a broad range of features found nowhere else. The Craftworks refrigerator will be featured on "Monster House" broadcasts as the Official Monster House "Cool Chest." Homeowners will see the Craftworks Cool Chest in action as construction teams reach in for much needed refreshment. The product is now available for purchase at http://www.craftworksfridge.com/.

Anheuser-Busch's Budweiser Promotional Products Group

Budweiser distributors now have the opportunity to feature Craftworks refrigerators in retail store promotions throughout the United States. The Craftworks Cool Chest has been selected by the Budweiser Promotional Products Group as an approved product to carry the official Budweiser logo. The Budweiser Promotional Products Group reviews scores of products in an effort to find unique items that can assist distributors in gaining customer attention for Budweiser beverages. Distributors can immediately tap the Craftworks Cool Chest as part of seasonal give-away and incentive programs being planned for retail locations. Consumers interested in the new Budweiser Craftworks Cool Chest can purchase the product online at http://www.budshop.com/.

The Craftworks refrigerator is just one of the innovative products Intirion brings to the market. The company is a leading provider of products for both home and away-from-home living environments. The company markets MicroFridge(R), the premier brand of combination refrigerator/freezer and microwave refreshment center products, as well as the IntelliVault(R) line of compact electronic safes.

About the Craftworks Refrigerator

Craftworks features a new look in refrigerator design -- an exterior that looks exactly like a tool chest. This out-of-the-ordinary fridge, dubbed the "Cool Chest", offers flexibility and mobility not found in other compact refrigerators. A 2-year warranty is standard with every Intirion energy- efficient product.

Cool Features * Tool-chest red exterior with rugged door pulls * Door lock system for security and child safety * Heavy-duty, locking casters for ease of movement and access * Durable, easy-clean countertop surface * Innovative black interior with interior lighting * Can stacker puts 12 oz. cans within easy reach * Smart door design accommodates upright storage of 2-liter and 1/2 gallon bottles * ENERGY STAR(R) rated, auto-defrost refrigerator uses only 325 kWh annually

About Intirion:

Intirion develops products and services for small-space and away-from-home living environments. The company delivers its flagship line of MicroFridge(R) brand combination refrigerator/freezer and microwave refreshment center solutions to the academic, hospitality, senior living and government markets. MicroFridge(R) appliances utilize the company's patented Safe Plug(TM) technology to conserve energy and prevent circuit overloads. In addition, Intirion distributes Maytag commercial laundry equipment as well as the full line of Maytag(R), Amana(R) and Magic Chef(R) domestic appliances. Intirion is a subsidiary of Mac-Gray Corporation. For more information, please call us at 800-577-8041 or visit our website at http://www.craftworksfridge.com/.

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20051003/NEM019 AP Archive: http://photoarchive.ap.org/ PRN Photo Desk, photodesk@prnewswire.com Source: Intirion

CONTACT: Cheryl Salatino for Intirion, +1-978-460-2180, salatino@collaborative.com

Web site: http://www.craftworksfridge.com/

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