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Kuwait-based Teshkeel Media Group (TMG), creators of the world acclaimed comic series THE 99, has signed an agreement with Nestlé Waters allowing the use of THE 99 characters for co-branding.

THE 99 features culturally relevant superhero characters from around the world in its comics, theme parks and upcoming animated television series, and will be used with key brands for Nestlé Waters.

Nestlé Waters CEO Maurizio Patarnello said: "We think these wholesome superhero characters will provide a relevant and exciting brand activation platform."

Dr Naif Al-Mutawa, founder and CEO of Teshkeel Media Group, said: "We're delighted to be working with Nestlé Waters to further open the world of THE 99 to millions of consumers already enjoying Nestlé products. Tying THE 99 to Nestlé Waters is the definition of synergy when two of the world's most respected brands join forces to add value for their consumers."

Mohammed Chishty, Marketing Director of Nestlé Waters Zone AOA, added: "We're thrilled by Naif's vision for THE 99. The variety and diversity of characters that he and his team are creating make them an ideal partner for a global company like Nestlé Waters and a global brand like Nestlé Pure Life. The geographical diversity of THE 99 characters will be valuably reflected on the packaging of each country's locally bottled waters as we roll out the programme throughout the region and beyond."

Al-Mutawa concluded: "The themed Nestlé Waters are the latest important step in spreading the message of THE 99 to the widest possible audience. With millions of bottles slated to be produced in 2009, our message of tolerance, teamwork and respect will be expanded exponentially. We are proud to be working with a global company like Nestlé Waters whose ethics so closely mirror those of THE 99."