DNA Brands Inc (DNAX)

[Ed the Trader]

"You physically went into 114 stores and looked for DNA COOLER DOOR STICK ONS?"

At the time, there were 114 QuikTrip stores scattered across the Dallas/Fort Worth Metroplex.

The Metroplex is the fourth largest metro area in the country behind New York, Los Angeles and Chicago. Area wise, it is bigger than any of them.

So no, I did not go to all 114 stores. However, like most chains, the stores operate indentically.

The TWELVE stores that I physically visited at random from one end of the Metroplex to the other gave me more than a 10% sample set.

I figured that was a pretty good representation of what was happening overall. QuikTrip is not the kind of chain to put cling film advertising for a product in only some stores. When it does in-store advertising, it does that uniformly everywhere.

For the months that DNA was in the coolers, I never saw any in-store advertising for it ever.