UK Teens Gripped by Prom Fever

LONDON, May 25, 2010 - The high school prom has been voted the most important event of the
school year by 16-18 year olds in a survey released today by Cherry Vimto.

The results reveal that the US import is now deemed more significant for
school leavers than other milestone occasions such as exam results day.

It also emerged that on average prom-goers spend GBP450 on their big
occasion and three months planning it.

The transformation of teenage boys into a generation of Mr Darcys is very
becoming, with the average amount spent on a corsage or bouquet for their
date being GBP42.

When asked about perfect prom dates, Twilight cutie Taylor Lautner topped
the girls' charts with Geordie treasure Cheryl Cole doing it for the boys.

But not all teens go for the typical totty, with Dr Who star David
Tennant scooping 25% of the female vote and a single ballot paper for
recently appointed Deputy Prime Minister Nick Clegg!

Emma Hunt, brand manager for Cherry Vimto, says: "When we commissioned
the research we knew proms were becoming a big deal for teenagers, but for
them to be named the single most important event of the school year shows
prom fever has well and truly arrived in the UK."

To ensure that teenagers enjoy their final school years and experience a
prom to remember, Cherry Vimto has launched www.cherryprom.co.uk with
style tips, competitions, cocktails and more.

Victoria Ward, one of the UK's leading commentators on high school proms
and founder of www.promroyalty.com, adds: "We've seen the popularity
of proms soar over the last few years and it's not hard to see why! Prom
night gives prom-goers an opportunity to experience the celebrity life we all
dream about, fabulous clothes, professional hair and make up and a red carpet
entrance."

Cherry Vimto commissioned the survey by Opinion Matters to find out what
is making teenagers tick this summer to coincide with the launch of the new
cool, fruity drink with a tasty berry twist.

The price tag on a prom

    Prom item           Average         Girls          Boys

    Outfit              GBP 149       GBP 163       GBP 127
    Shoes               GBP  64       GBP  67       GBP  63
    Transport           GBP  76       GBP  69       GBP  88
    Flowers             GBP  38       GBP  35       GBP  42
    Beauty / grooming   GBP  60       GBP  61       GBP  59
    Accessories         GBP  66       GBP  59       GBP  78
    Total               GBP 453       GBP 454       GBP 457

Note to Editors:

A picture accompanying this release is available through the PA
Photowire. It can be downloaded from www.pa-mediapoint.press.net or
viewed at www.mediapoint.press.net or www.prnewswire.co.uk.

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