Alloy's AMP Agency Selected by Rite Aid for National Youth Promotion; First of Four Seasonal Rite Aid Promotions Kicks-off Yearlong Program Targeting Female Teen Students

Business Wire, March 31, 2003

Business Editors

NEW YORK--(BUSINESS WIRE)--March 31, 2003

Alloy Marketing and Promotions (AMP) Agency, a division of Alloy, Inc., has been selected by Rite Aid Corporation (NYSE:RAD) (PSX:RAD) as the marketing partner for a national promotion targeting the female teen market. Rite Aid's "Glam Camp," which features four seasonal promotions, launches today at 3,400 Rite Aid stores nationwide.

The integrated online and in-store marketing program, created by AMP Agency and supported by 360 Youth media, both divisions of Alloy, Inc., is designed to allow young women to interact in an entertaining and engaging environment while finding their own personal style. For the first promotion, Rite Aid's "Glam Camp," one of the nation's leading drugstore chains will be transforming a portion of its beauty care product areas into a themed one-stop source for personal care and cosmetic products for young women to help prepare them for the prom.

The first promotion of the in-store program will feature Proctor & Gamble's Cover Girl, Herbal Essence and Crest WhiteStrips as well as Johnson & Johnson's Clean & Clear, Colgate-Palmolive's Simply White, Conair and Pfizer's Visine and Listerine brands, among others.

The in-store promotion will be supported by a nationwide sweepstakes, point-of-purchase displays, as well as product samplings and contest giveaways that young girls can access via the "Glam Camp" Web site. The Web site, designed by AMP's Alloy Design unit, can be accessed by visiting www.alloy.com. Advertisements in Alloy, a leading direct mail catalog for teen girls and Alloy Girl magazine will support the promotion.

The centerpiece of the nationwide promotion is the "Glam Camp" Shopping Spree and Spa Day sweepstakes. With the purchase of any three of the official "Glam Camp" products, consumers will receive a Glam Bag, containing product samples and a $5 Alloy catalog gift certificate and be entered to win a shopping spree and a spa day, which includes a day of beauty treatments, limousine service and lunch for them, a friend and a parent or legal guardian (valued at $4,500).

"Teens shop our stores everyday and what they want is a fresh new look for each season," said John Learish, Senior Vice President of Marketing. "'Glam Camp' offers an exciting series of products that directly speak to them. Not to mention the many great prizes that they can receive."

In addition to supporting the "Glam Camp" promotion, the Rite Aid "Glam Camp" Web site provides a virtual meeting place for teenage girls and their friends and includes online activities such as e-cards and play-to-win quizzes and games. Prizes include a $200 Alloy shopping spree, Sony CD Walkman(R), and much more.

"In developing this national program for Rite Aid, we utilized all of AMP Agency's resources to create a complete experience for young women in their pursuit of personal style," said Tom Schneider, Chief Marketing Officer of Alloy's AMP Agency. "The prom, like many other special occasions in the life of youths, is centered around the excitement and preparation of the event, and we wanted to be sure we captured that excitement within Rite Aid's first 'Glam Camp' promotion. We are excited to partner with Rite Aid in executing their premier initiative to reach the teen girl market."

Further initiatives will include seasonal promotions around summer, back to school and winter.

About AMP Agency, a Division of Alloy, Inc.

AMP

Alloy Marketing & Promotion (AMP), is the promotional marketing business of Alloy, Inc. (Nasdaq:ALOY). As part of Alloy's Media & Marketing Division, AMP integrates the assets and experience of established promotion agencies and marketing services companies including MarketSource Corporation, Triple Dot Communication and Target Marketing & Promotions (TMP) to deliver effective, customized promotions. AMP's proprietary four-step Brand AMPLification process identifies a brand's essence and leverages key identifiers through a host of proven, high-impact tactics such as mobile marketing, buzz squads, integrated media promotions, co-branding, sampling, events, research, interactive design and customer acquisition. Headquartered in Boston with offices in New York, Chicago, New Jersey and Los Angeles, AMP clients include Diageo, Hasbro, AT&T Wireless, New Balance and Proctor & Gamble, among others. For more information on AMP, an Alloy Inc. company, please visit www.ampagency.com. For more information on Alloy, Inc., please visit www.alloy.com.

360 Youth

360 Youth is the media and marketing arm of Alloy, Inc. (Nasdaq:ALOY). As part of Alloy's Media & Marketing Division, 360 Youth integrates the assets and experience of the largest and strongest college and teen marketing companies including CASS Communications, Alloy, Y-Access, Market Place Media (All Campus Media & Armed Forces Communications), YouthStream and others to provide sales and marketing solutions targeting young adults. 360 Youth enables Fortune 500 companies to reach more than 25 million Generation Y consumers each month through a comprehensive mix of programs incorporating proprietary media assets such as school based media boards, high school and college newspapers, Web sites, magazines and catalogs. For more information on 360 Youth, an Alloy Inc. company, please visit www.360youth.com. For more information on Alloy, Inc., please visit www.alloy.com.