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 percent," says Rose Cameron, CEO and founder of WAT-AAH! "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. 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."
The "Back-2-School" campaign launches on Sept. 15 during a concert celebration in New York City 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 2,000-plus 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.