WAT-AAH! to Activate Marketing Efforts for ‘Drink Up’ Initiative

NEW YORK — WAT-AAH!, a brand of functional bottled water aimed at kids and teens, joins the Drink Up initiative launched by the Partnership for a Healthier America (PHA) and its honorary chair, First Lady Michelle Obama to encourage people to drink more water more often. The nationwide initiative conveys the simple message that water is one of the best and easiest sources of hydration and reminds everyone of water’s inherently beneficial properties such as providing energy, stamina and ability to focus.

The launch event, which brought together leaders from the water industry, entertainment, media and government, kicked off on September 12, 2013 in Watertown, WI. At the event, Watertown Mayor John David, PHA President and CEO Lawrence Soler, actress and activist Eva Longoria, as well as representatives from supporting brands including WAT-AAH!’s Founder and CEO, Rose Cameron came together to join PHA and the First Lady.

Since we started the Let’s Move! initiative, I’ve been looking for as many ways as possible to help families and kids lead healthier lives. I’ve come to realize that if we were going to take just one step to make ourselves and our families healthier, probably the single best thing we could do is to simply drink more water,” said First Lady Michelle Obama. “That’s it – it’s really that simple. Drink just one more glass of water a day and you can make a real difference for your health, yourenergy, and the way you feel. So Drink Up and see for yourself.”

WAT-AAH! is set to activate numerous marketing integration efforts as part of its initial commitment to the Drink Up initiative. The goal is to help raise awareness while engaging kids and teens in the Drink Up message. Working closely with PHA, WAT-AAH! will utilize its “Back-2-School” marketing campaign to feature the Drink Up logo and official hashtag #DrinkH20 to drive traffic to its newly launched site – YouAreWhatYouDrink.org. The media outlets will include print and online ads in popular teen magazines and sites as well as poster installations in the thousands of schools and districts where WAT-AAH! is currently sold. Concerts and events will be held in key cities to further cross-promote the initiative, starting with a concert in NYC on September 15th featuring teen music idols such as Ed Sheeran, Austin Mahone, Emblem 3, and Disney’s Bridgit Mendler. In addition, a 60 second co-branded commercial to encourage kids to drink more water for its purity and health benefits will be released on YouAreWhatYouDrink.org later in September. The commercial will be promoted through a dedicated social media campaign as well as a local T.V. media buy. The brand will also be including the Drink Up logo on its latest limited edition SKU launching this fall. Additional marketing efforts are under development and will be announced in the future by WAT-AAH! and PHA.

“We are thrilled to have WAT-AAH!’s support in helping encourage people to drink more water more often,” said PHA Chief Marketing Officer Drew Nannis. “WAT-AAH!’s events and engagements are critical for our effort to remind people everywhere they turn that you are what you drink, and when you drink water you drink up.”

According to The National Health and Nutrition Examination Survey (NHANES), only 25% of kids from ages 4 to 8 and only 16% of pre-teens from ages 9 to 13 meet their daily-recommended intake of water opting for other beverages such as sugary sodas and juice. Since its launch in 2008, WAT-AAH!’s mission has been to improve their target demographics’ water consumption habits and communicate water’s unsurpassable health benefits through branding as well as fun and contemporary marketing. The brand has also actively supported the First Lady’s health agenda specifically with its nationwide Move Your Body campaign as well as the brand’s recently announced collaboration with Hip Hop For Public Health and PHA for their Songs For A Healthier America Program.

“WAT-AAH!’s support of this effort is part of its ongoing commitment to educate kids and teens about the importance of drinking water in maintaining a healthy lifestyle.” says Rose Cameron CEO/Founder of WAT-AAH!.  “We are excited to take an active role and work closely with the Partnership for a Healthier America to develop fun and exciting programs that will resonate with today’s kids and get them to drink more water more often,” she adds.