Let Water Be Water, LLC, Launches WAT-AAH!(TM), First Premium Brand of Pure Water...

Let Water Be Water, LLC, Launches WAT-AAH!(TM), First Premium Brand of Pure
Water with Function Specially Targeted to Kids and Teens
WAT-AAH! Aims to Help Combat Childhood and Teen Obesity Epidemic by Offering
First Healthy Drink Alternative With Attitude, Not Sugar

NEW YORK, May 22 /PRNewswire/ -- Childhood and teen obesity continues to
be a pressing public health concern. According to the Centers for Disease
Control, 15 percent of children and teens are overweight (almost 9 million),
and another 19 percent are considered at risk for becoming overweight-triple
the statistic rates documented in the 1980's.
A new line of water is aiming to help combat the obesity epidemic by
offering the first healthy drink alternative specially targeted to kids and
teens. New York-based, Let Water Be Water, LLC, announces the launch of WAT-
AAH!(TM), a premium line of sugar-free, functional water for kids ages 6-15.
The line will be available at Whole Foods, Amish Market, Bazzini, and other
fine retail outlets in New York City starting in June and at
www.drinkwataah.com.
No other water product currently on the market for kids and teens can
claim to be 100 percent free of artificial flavors, artificial colors,
additives and sugar. The first four products being introduced are:
-- WAT-AAH! Bones, the first premium water with calcium to help bone
growth
-- WAT-AAH! Brain, the first premium water with added electrolytes to
encourage faster absorption, hydration and cooling down
-- WAT-AAH! Energy, the first premium water with electrolytes and oxygen
for increased metabolic function and energy
-- WAT-AAH! Body, the foundation for the brand with simple and super clean
water, absolutely free of sugar

With sugared drinks often being the only available choice to kids and
their parents, America's obesity problem is exacerbated. 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 has 1.6 times more likelihood to become obese for each
additional can or glass of sugar-sweetened drinks consumed above the daily
average.
"Today's kids and teens know that water is good and that too much sugar is
bad for them," said Rose Cameron, founder of Let Water Be Water, LLC. "They
hear this from adults, teachers and in the media. Notwithstanding, the
marketing efforts targeting kids and teens is to the contrary.
The majority of the 36 new beverages aimed at the younger set, introduced
between 2005 -2007, contain juice, additives, colors and sugar to camouflage
the 'boring' taste of simple, pure water."
While soft drink and sugared-laden drink manufacturers are finding
themselves increasingly un-welcomed in schools and at family events, WAT-AAH!
has not only been accepted into many leading private and public schools and
after-school facilities throughout the New York City area, but has also been
recognized for its health benefits as a better option to sodas and other
sports drinks targeted to the young. WAT-AAH!'s products are currently being
distributed and sampled at private and public schools as well as kids sports
and physical activity programs throughout Manhattan and Brooklyn.
Exclusive Beverage has been retained to fulfill distribution. Located in
Farmingdale, N.Y., Exclusive Beverage is managed by President Steve Gress.
WAT-AAH!'s marketing aims to make water more exciting, desirable and cool
to today's youth. The bottle and graphics, the functional ingredients, the
advertising campaign and the Web site were designed to captivate modern kids
whose brand and design sensibilities are increasingly becoming more adult-
like. The brand's debut ad campaign, a series of 10-second spots featuring
kids screaming the benefits of water, can be viewed at www.drinkwataah.com.
The copy clearly states the benefits while playfully rhyming to the brand. One
spot proclaims, "Feel Supaah, Run Fastaah, Jump Highaah, Grow Tallaah!, Drink
Wataah! Wataah!"
"WAT-AAH! respects the intelligence, sophistication and healthy needs of
today's kids. Our whole campaign looks clean, fun and contemporary just like
our water to feel genuine and inspire our target audience. To take it from
boring to exciting, we added attitude, not sugar. WAT-AAH! is fun, it is loud
and it screams ... because there's nothing wrong when kids scream for water!"
said Cameron.
SOURCE Let Water Be Water, LLC

Kate Axt of Let Water Be Water, LLC, +1-214-636-0269,
kate@letwaterbewater.com