NEW YORK CITY — WAT-AAH! STREETS, the limited edition bottle series inspired by the Taking Back the Streets campaign in support of the Partnership for a Healthier America’s (PHA) Drink Up initiative, will be available for purchase nationwide in select stores and online through wat-aahstreets.com beginning this summer. This limited edition series features label designs by the following artists: Kenny Scharf, Eric Haze, Lady Aiko, Metro Zu’s Posh Dog, Technodrome 1, Tony Concep, VESA and Smurfo.
Taking Back the Streets is an art campaign created by WAT-AAH! early this year which, for the first time, connects today’s leading street artists with the brand’s mission to fight childhood obesity and promote healthy hydration among kids and teens. Each artist created a piece of art and a one of a kind WAT-AAH! label design featuring PHA’s Drink Up drop. To date, 34 artists have participated in the Taking Back the Streets campaign. When it launched in NYC at the New Museum of Contemporary Art, PHA’s honorary chair, the First Lady Michelle Obama, visited the exhibit and was given a private tour by WAT-AAH!’s CEO and Founder, Rose Cameron. Since then, the general public, the art community, students, health advocates and the media have received the exhibit with enthusiasm. It has also traveled to Washington D.C. and is scheduled to make stops in Chicago, Los Angeles, Miami, Detroit and other cities.
The bottles featuring labels designed by Kenny Scharf, Eric Haze and Lady Aiko will exclusively be sold online through wat-aahstreets.com as part of the collector’s box series. A portion of the proceeds will be donated to the PHA’s Drink Up initiative. All other designs will be rolling out for individual purchase in major supermarkets nationwide such as Kroger, Shaws, Ingles, Harris Teeter, Giant Eagle, Food Lion, Hannaford, Sweetbay, Stop & Shop, Giant, Albertsons, ACME, Farm Fresh and many others. Furthermore, these bottles will also be available for purchase in schools across the country.
This announcement is accompanied by a 30-second video spot created by Charles Nordeen, the creative director of Light of Day Productions, which was inspired by Kenny Scharf’s 2,500 sq. ft. WAT-AAH! Wall mural in NYC. The Drink Up drop from this mural has been animated and leaves the wall traveling through downtown NYC and ultimately lands back on his limited edition bottle. A print campaign will also run in various kid/teen lifestyle magazines such as J-14, M, Twist and others.
“We are thrilled to finally make these fun and amazing bottles accessible to our fans. We are motivated by the hundreds of kids who have seen them so far, pleading with us for the bottles to be available for purchase and telling us that, ‘we never thought water could be this cool’” said Rose Cameron.