beverages

WAT-AAH! Partners With OMG Girlz

WAT-AAH-campaign-B

WAT-AAH!, a functional water brand for kids created by a New York City mom to make drinking water “cool” to kids and teens, is partnering with teen pop group OMG Girlz --the first of several teen-celebrity brand ambassadors planned for a national TV, retail, print and digital campaign in 2013.

The brand -- founded by former advertising executive Rose Cameron in 2008 based on input she got from her own kids in her quest to create a water drink that they would embrace -- is now one of North America’s fastest-growing water brands, sold in more than 10,000 stores across the country, including Whole Foods Market, Albertson’s, Shop-Rite, Food Lion, Shaw’s and Kroger (as well as in 3,500 U.S. schools/school districts), Forbes reported last month.

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The growth has been driven in no small part by WAT-AAH!’s hook-ups, from its inception, with teen celebs and their health-oriented causes. For instance, the brand was the exclusive beverage sponsor of Beyonce's "Let's Move! Flash Workout" in 2011 and 2012, created by the pop star with the National Association of Broadcasters Education Forum and various U.S. school associations.

The brand has also sponsored events featuring young celebrities Willow Smith, Cody Simpson, Diggy Simmons, Jacob Latimore and others. 

The 2013 campaign kickoff includes a limited-edition OMG Girlz-designed bottle, with sales proceeds going to the group's charity, OMGCares. OMG Girlz will also participate in WAT-AAH!’s cross-country “Healthy Hydration in the Nation Tour" (to build awareness of healthy hydration among U.S. school kids) and its "Move Your Body" event (to encourage U.S. kids and teens to dance, exercise and “drink healthy”).

In addition, the OMG Girlz will be among the judges for a national, Web-based youth talent show sponsored by the water brand, dubbed "Show Me WAT-YOU-GOT!," and will be featured -- along with other teen celebrities -- in a Fall 2013 national back-to-school health/anti-obesity PSA campaign (TV, print and digital platforms) sponsored by WAT-AAH!. 

The brand and OMG Girlz will collaborate on cross-promotions involving the group’s upcoming album launch (Interscope Records), music videos, national tour dates and social media presence.

Footage from the group’s announcement of its partnership with WAT-AAH! is on YouTube, and fans are being encouraged to engage around OMG Girlz and the brand by tweeting @WATAAH and @therealomggirlz with the hashtag #OMGLOVESWATAAH.

1 comment about "WAT-AAH! Partners With OMG Girlz".
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  1. Molly Schlinger from TRCo Marketing, March 12, 2013 at 11:43 a.m.

    Kudos for the level of engagement on WAT-AAH!'s part.

    Lots of brands nowadays think "engagement" is sending a mass text/email, giving a coupon, or even a branded keychain or pen - oh my!

    But engagement is about real-time activity and experience. In a culture based solely around machines and connecting through e-this and i-that, it's nice to see a brand actually go cross country and cross-media and genuinely engage the target.

    True engagement leads to brand interaciton, purchase, and ultimately loyalty. It's time that brands learn you can no longer "fake it till you make it."

    Consumers are demanding more. Hopefully we're moving towards "experience this" rather than just "read this."

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