NEW YORK — WAT-AAH!, one of the fastest growing and most exciting functional bottled water brands in the industry, announces its “Back-2-School” advertising campaign for Fall 2013. The campaign includes full-page ads in various teen magazines, placements on relevant online sites, as well as poster installations in hundreds of schools and districts where WAT-AAH! is currently sold.
The campaign is based on the aspects of the brand that most attract its target audience – the bottle, neon colors, functionality and benefits. At the same time, it celebrates the wide range of interests and lifestyles of today’s kids and teens, which include: dance, sports, creativity, pop culture, fashion and more. The media outlets selected for the campaign include popular youth magazines and sites such as J-14, Twist, M, Popstar!, National Geographic for Kids, Sports Illustrated for Kids, TIME For Kids, and SKATEboarding, combined with placements throughout school bulletin boards and cafeterias.
Examples of WAT-AAH!’s “Back-2-School” print ads include:
“Creative Energy” – focusing on WAT-AAH! Energy, the best selling SKU in WAT-AAH!’s line up. It concentrates on the target’s love for self-expression, graffiti art and the label’s bold neon green color.
“Pure Joy” – joining the target’s interest in dance and importance of physical movement with its pure spring water SKU, called WAT-AAH! Body.
“Winning Strategy” – conveying the relationship between one of the target’s most loved sports, soccer, with WAT-AAH!’s SKU containing electrolytes, called WAT-AAH! Brain.
“This Fall, our school business is expected to grow over 500%. This growth is not surprising given the popularity of our brand and products among kids and our genuinely healthy line up that meets the strict nutrition standards in schools,” says Rose Cameron, CEO and founder of WAT-AAH! “So it’s important for us to keep up the momentum, continue our dialogue and connect with our target audience during this exciting moment of their year, ‘Back-2-School’, and of course, it must be fun,” she adds.
The “Back-2-School” campaign launches on September 15th during a concert celebration in NYC featuring musical performances by popular teen music idols such as Austin Mahone, Ed Sheeran, Emblem 3, Greyson Chance and hosted by Disney’s Bridgit Mendler. The concert is a partnership between WAT-AAH!, Bauer Media Group, and The TJ Martell Foundation – the music industry’s largest foundation funding innovative medical research focused on finding cures for leukemia, cancer and AIDS. The Family Fun day is known as “NYC’s largest carnival” with a themed event packed with carnival games, prizes, arts and crafts, music performances, and free WAT-AAH! products and merchandising. The expected attendance is over 2,000 kids and families. An online promotion on WAT-AAH!’s social media sites will encourage participation with chances to win tickets to the concert in NYC. To join in the conversation visit WAT-AAH!’s Facebook or on Instagram / Twitter @wataah #WATAAHB2S.
WAT-AAH! is a line of functional water free of sugar, artificial flavor or additives and maintains the pure unadulterated taste of water. Rose Cameron, the CEO and founder, created WAT-AAH! after learning an alarming fact that today’s generation of kids are predicted to have a shorter life expectancy than their parents largely due to childhood obesity. Inspired by her two boys and Cameron’s 20+ years of experience in brand building and developing successful national marketing campaigns for various industries, she and her sons worked together to design WAT-AAH!’s screaming boy logo and its first line of functional products, which entered the market in 2008. Since then, WAT-AAH! has aimed to make water “cool” and contemporary to kids and teens to encourage their consumption. WAT-AAH! is renowned for its Move Your Body campaign and its recently announced sponsorship of the Songs For Healthier America program promoting Michelle Obama’s initiative to fight childhood obesity. WAT-AAH! is available in major supermarket chains such as Kroger and its banners (Dillons, Fred Meyer, Fry’s, King Soopers, QFC, Ralph’s and Smith’s), Ahold subsidiaries (Stop & Shop, Giant-Landover and Giant-Carlisle), Harris Teeter, Ingles, Hannaford, Big Y, ACME, Shaw’s, Giant Eagle, BI-LO, Albertsons, ShopRite, Food Lion, Whole Foods Markets and many others as well as school districts nationwide.