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RANCHO CUCAMONGA, Calif. -- AquaCell (AMEX:AQA) announced today that as a result of the Company's attendance at the Exposition and Conference of the National Association of Chain Drug Stores, held in San Diego, CA last week, the Company is positioned to significantly expand its Aquacell Media subsidiary's "Message On The Bottle" advertising program.

"The reception from the market was even greater than we anticipated," said James C. Witham, AquaCell's Chief Executive Officer. "Through the contacts of our marketing consultants who attended the show, we were able to capitalize on the heavy concentration of key decision makers from major retailers in attendance to immediately increase the placement potential for our Aquacell Bottled Water Cooler Systems."

Mr. Witham continued, "We were pleased to see that the retailers recognized the added value of providing freshly bottled water to their customers to enhance their shopping experience. We were also pleased that a number of them expressed an interest in obtaining the advertisers for the coolers installed in their stores."

A recap of the results of the show from Michael Dougherty, a former executive of Unilever, and Joe DeKama, a leader in the health and beauty aid industry, who are now consultants to the Company, indicates we have the potential to place tens of thousands of Aquacell coolers into drug stores, supermarkets, mass merchandisers and dollar stores. In addition, Advantage Sales and Marketing Company was appointed to AquaCell's consultant marketing team, representing the Company for both placement of coolers into chain retail stores as well as for securing advertising on the cooler's bottle band. Advantage is one of the nation's leading sales and marketing agencies serving the consumer packaged goods industry, whose coverage reaches to more than 115,000 locations across various classes of trade including supermarkets, drug stores, convenience stores, mass merchandisers, super stores and club stores. Advantage has a sales and service force of more that 12,500 persons, and represents over 1,200 clients including Unilever Best Foods, Mars, Quaker, Del Monte, Johnson and Johnson, Gillette and SC Johnson, with one of its main focuses being execution at point-of-purchase.

In addition to the chain drug stores into which the Company is currently installing its coolers, including Duane Reade and Rite Aid, with a test currently underway at CVS, through its consultants, the Company is now in discussions with Walgreens, Brooks Pharmacy (recently purchased more than 1,500 Eckerd stores), Kmart, Home Depot, Pathmark, Winn Dixie, Albertsons and many other large and small chain stores for placement of its water coolers.

About the "Message On The Bottle" Advertising Program

Aquacell Media's "Message On The Bottle" advertising program provides unique in-store point-of-purchase advertising. The Company installs its patented Aquacell 1000 Bottled Water Cooler System into the retail locations under a five-year agreement and retains ownership of the "billboard" water cooler. Revenue is generated through the sale of the advertising space on the bottle band of the permanently attached five-gallon bottle to companies that provide products pertinent to the location. For example, on coolers installed in drug stores, health and beauty care products will be advertised, while coolers installed in supermarkets may bear advertisements for food products. Advertisers will get face-to-face impact with targeted consumers in a time frame pertinent to making a purchasing decision, driving impulse sales. By advertising on the cups, the message is literally put right into the consumers' hands, and an in-store coupon printed on the cup can further influence purchasing decisions.

Advertisers have found that trying to reach consumers with their brand message is becoming increasingly difficult, as media habits are changing. Between channel surfing, mouse clicking and page turning, it's tough for advertisers to get their message in front of an audience long enough to make an impression. Given the highly targeted advertising provided through our "Message On The Bottle" advertising program, we offer a less expensive way for advertisers to reach the consumer. In comparison to the cost-per-thousand of other static advertising media, "Message On The Bottle" advertising costs $0.80 to $1.60, versus approximately $4.25 for an outdoor billboard and more than $34.00 for a half-page newspaper ad.

The patented Aquacell 1000 Bottled Water Cooler System automatically refills the permanently attached five-gallon bottle with freshly filtered water each time water is dispensed, providing bottled water without the inconveniences associated with hauling, storing and changing heavy and bulky five-gallon bottles. The NSF approved filter used in the system is manufactured by Everpure, a water industry leader with more that 70 years of water filtration expertise, and is the same filter installed in nearly every fast food restaurant and convenience store for water filtration at beverage centers.

About AquaCell

AquaCell, based in Rancho Cucamonga, CA, through its Aquacell Media, Inc. operating subsidiary, installs its patented self-filling Aquacell 1000 Bottled Water Cooler Systems free of charge into various locations, including retail establishments. Aquacell Media retains ownership of the coolers, and revenue is generated through the sale of targeted advertising on the band of the cooler's permanently attached five-gallon bottle of products and/or services pertinent to the location, similar to the concept of billboard advertising. The Company also manufactures products for water filtration and purification through its two operating subsidiaries, Global Water-Aquacell, Inc. and Water Science Technologies, Inc. Its products address various water treatment applications for industrial, commercial, institutional and residential applications. These applications range from providing purified drinking water -- through its point-of-use patented self-filling water cooler and production of water bottling plant equipment -- to processing water for ultra-pure purposes, such as micro-chip and pharmaceutical manufacturing.

Safe Harbor. Statement Under the Private Securities Litigation Reform Act of 1995.

Certain statements in this press release constitute "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995. Such forward-looking statements involve known and unknown risks, uncertainties and other factors which may cause the actual results, performance or achievements of the Company to be materially different from any future results, performances or achievements expressed or implied by such forward-looking statements. Forward-looking statements include, but are not limited to, statements about: our ability to continue relationships with customers; our ability to offer our products at competitive prices; our ability to maintain our listing on the American Stock Exchange; and our ability to use the most current technology for our products.

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