NEW YORK, March 3 /PRNewswire/ — WAT-AAH!, the first sugar-free, functional water brand made specifically for kids by kids and their mothers, announces the first official “WAT-AAH! Challenge” to defy the expectation that kids will pick soda or juice over water. During the month of March, mothers who participate in the challenge will receive WAT-AAH! samples with instructions to put the bottled water in their fridge, alongside sodas and other sugary drinks. Mothers will be asked to write, photograph and videotape their kids’ responses and reactions to WAT-AAH!. “Challenge” participants and ongoing results are available at www.wat-aahchallenge.blogspot.com.
“We want to challenge the preconceived notions people have about kids and drinks,” says WAT-AAH!’s founder, Rose Cameron. “Our goal is to test the assumption that kids are addicted to sugar and think water is boring. We are confident that children will pick WAT-AAH! over the big guys with multi-million dollar beverage budgets and logos that believe they are ‘cool,’ and we invite moms everywhere to participate in this challenge.”
America’s obesity problem has worsened with sugared drinks often being the only available choice to kids and their parents. It is widely believed that these beverages are partially responsible for the increasing obesity rates among America’s youth. A study by Harvard School of Public Health and Children’s Hospital of Boston on the impact of sugar-enhanced drinks revealed that a young person is 1.6 times more likely to become obese for each additional can or glass of sugar-sweetened drinks consumed above the daily average.
WAT-AAH!’s initiative is an updated, health-focused version of famous beverage challenges seen in the past. It has already received positive feedback and has more than 500 participants. The “Challenge” coincides with the expanded distribution of WAT-AAH! in 33 states along the East Coast.
The company’s website, www.wat-aah.com, will feature a 60-second teaser video announcing the “Challenge” which will drive visitors to www.wat-aahchallenge.blogspot.com for additional information. The blogspot will also feature the participants and tally results to-date.
WAT-AAH! was launched in June 2008 in New York. It is currently distributed in more than 250 stores including Whole Foods Market. The brand was recently named by Trend Hunter magazine as one of the Best Products for Kids in 2008. WAT-AAH! contains no sugar, artificial flavors, colors or unnatural additives. WAT-AAH! is ultra pure water containing the right amount of essential minerals to fortify and maintain children’s health. WAT-AAH!’s mission is to reverse the established behavior and dependancy on sweetened drinks among America’s children, and ultimately help fight the battle against childhood obesity and to teach kids that healthy bodies can be obtained through healthy hydration.