WAT-AAH!, The First Functional Bottled Water For Kids, Fights Soda Companies With New Ad Campaign: 'Don't Drink _____, Drink WAT-AAH!'

May 03, 2010, 10:37 ET from WAT-AAH!

NEW YORK, May 3 /PRNewswire/ -- Launching May 3rd, WAT-AAH!, the first functional bottled water for kids without sugar, coloring or calories, takes on soda manufacturers with a bold new advertising campaign: "Don't Drink _____, Drink WAT-AAH!".  With "_____" filled in with the words "Soda," "Sugar," "Junk," and "&#%+!," the campaign has a clear and direct message: to make moms and kids aware that there is an alternative to soda and other sugary drinks that tastes great, is legitimately healthy, and genuinely cool.  

(Photo:  http://www.newscom.com/cgi-bin/prnh/20100503/NY97151 )

For the month of May, the "Don't Drink ___" ad campaign will run outdoors in New York City with ubiquitous wild-postings and street stencils carrying the messages. This grassroots campaign will be accompanied by a viral execution showing the WAT-AAH! boy determinedly covering traditional soda icons and images that he encounters on the streets with the wild-posters. These videos and posters will also appear on the company's website, YouTube, Facebook, and other social media sites. Additionally, print ads have been purchased to run in local family and parenting magazines in key markets across the country, such as Philadelphia, Boston, Los Angeles, San Diego, and others.

"The soda bubble is bust. Kids know it, their moms know it, but so do the soda manufacturers," says WAT-AAH!'s CEO and founder Rose Cameron. "That's why they have launched an overwhelming number of so-called 'healthy alternatives,' such as juice based drinks or enhanced water beverages. But the truth is that these 'healthy alternatives' often have as much (and sometimes more) sugar than the sodas they are meant to replace." Cameron continues, "water is the true alternative to soda, but up until now kids have found it boring and preachy. Not anymore. WAT-AAH!, 100% sugar free, ultra pure water, convinces kids that drinking water is far from boring!"

Founded in New York City in 2008 by Rose Cameron and her son, Jack, WAT-AAH! is the first water "cool" enough to convince kids to switch away from soda and other sugar laden beverages that litter the marketplace. With one in three children in the US considered to be overweight or obese, WAT-AAH!'s mission is clear: to reverse the established behavior and dependency on sweetened drinks among American children, thus reducing the alarmingly high rates of childhood obesity.  

To learn more about WAT-AAH!'s products, company information and efforts to combat childhood obesity, please visit www.wat-aah.com.  

To schedule an interview with Rose Cameron or for more information, please contact Marcy Engelman, Dana Gidney Fetaya or Emily Gambir at 212-645-9222 marcy@engelmanandco.com, dana@engelmanandco.com, emily@engelmanandco.com