WAT-AAH!, a brand of functional water for kids and teens, unveils “WAT-AAH! BOO”, a limited edition bottle to celebrate Halloween and to promote healthy hydration in support of the Partnership For A Healthier America’s (PHA) initiative, whose honorary chair is the First Lady Michelle Obama. On the label, the brand’s familiar character, the WAT-AAH! Boy, is portrayed mysteriously in silhouette and screaming, “BOO!” to surprise its audience. He is surrounded by familiar Halloween imagery such as a witch, ghost, haunted house, pumpkin and full moon, each drawn using simple graphic lines. In the spirit of the holiday, a fun and unexpected treatment of PHA’s “Drink Up” logo is also featured; it defines the body of a black spider crawling up the web, which serves as a background for the entire scene.
The copy on the back of the label calls for a celebration of one of the most-loved children’s holidays and serves as a reminder to “Drink Up and Drink WAT-AAH!” throughout the night. This message is especially relevant on Halloween given that many children are expected to exert a great deal of energy walking neighborhoods, partying, trick-or-treating and are likely consuming sugary candies and treats. According to the U.S. Census Bureau, over 41 Million children will go trick-or-treating and approximately 81 million households will give out candy during the night of Halloween.
“We hope that ‘WAT-AAH! BOO’ communicates in a genuine way how much our brand shares children’s love for Halloween and the traditions that come with it,” says Rose Cameron, CEO/Founder of WAT-AAH! “We designed this bottle to reflect the fun and excitement surrounding this holiday, while using it as a tool to convey the message to drink more water more often, especially on a night when kids typically use a lot of energy and consume a lot of sweets,” she adds.
The limited edition Halloween bottle will roll out in stores including Whole Foods Market, Shaw’s, ShopRite, Price Chopper and many others, as well as in schools across the country beginning in early October. The bottle will be promoted on WAT-AAH!’s social media channels with a 30 sec animated commercial along with a contest where kids will be asked to photograph the “BOO” bottle and tag it on Facebook, Twitter or Instagram using the hashtag #FindBOO. The first 1,000 entries will receive a specially designed WAT-AAH! t-shirt and a Halloween themed puzzle book in collaboration with Drink Up. WAT-AAH! will also engage fans during the “13 days of Halloween” through its “WAT-AAH! Spooktacular Series” where fans will be asked to submit videos of their scariest scream, photos for the best costume contest and solve various spooky puzzles. Additionally, a supporting print ad will appear in industry related magazines as well as in schools. Lastly, a Drink Up-themed WAT-AAH! “Halloween Extravaganza” will be held in Atlanta with a concert featuring celebrity musical performances, costume contests, activities and more. Events will also be hosted in select cities such as Boston, Chicago, Philadelphia and New York at locations where kids gather to parade and trick-or-treat. Kids will receive a free “BOO” bottle and fun merchandise. Details of the events will be released on a later date.