Beverage News / Bottled Water

Wat-aah! launches new TV commercial in support of ‘Drink Up’ campaign

New commercial features Yung Day 1 music group

New York-based Wat-aah!, a premium brand of functional water for kids and teens, is helping to promote healthy hydration and the “Drink Up” initiative led by the Partnership for a Healthier America (PHA), Washington, D.C., and its honorary chair, first lady Michelle Obama, through a new TV advertisement. In the commercial, Atlanta-based children’s music group Yung Day 1 releases its first single, "Drink Wat-aah!," to encourage kids to hydrate healthily with the water.

Yung Day 1, a hip-hop group made up of siblings Yung Suum, JDash, Mook Mook, QBeezy and Count Dollaz who range in age from 8- to 13-years old, first discovered Wat-aah! while grocery shopping with their mother, Brandi Haulcy. They say they were immediately drawn to the brand, its colors and its cartoon figure and asked their mom to purchase the product for them. Wat-aah! became their favorite drink and "Drink Wat-aah!, Wat-aah!" became a common phrase in their home, according to the brand. The group then decided to compose a song, choreograph a dance, and film a music video, with the hopes that it would reach their friends and other kids both inside and outside of their own community.

The 60-second "Drink Wat-aah!" commercial will be featured on Drink Up's official site alongside public service announcements from Obama and journalist, actress and talk show host Cristina Saralegui. It also was presented during the launch event for Hip Hop Public Health (HHPH) and PHA's collaborative album, "Songs For A Healthier America." Wat-aah! is the presenting sponsor of the event and album, which features popular music artists Doug E. Fresh, Ariana Grande, Jordin Sparks, Ryan Beatty, Ashanti and Matisyahu, along with Dr. Oz and The Hip Hop Doc (Dr. Olajide Wiliams), as well as New York Knicks' Iman Shumpert. Yung Day 1 also was in attendance at the event as special guests.

The commercial, produced by Benjamin Barak and Sanctified Crack Gorilla, will air in various markets nationwide including New York, Atlanta, Chicago, Boston, Detroit and Philadelphia. To reach schoolchildren more effectively, the commercial also will be distributed through Channel One, a daily news program broadcast in classrooms to millions of kids nationwide.
 

Did you enjoy this article? Click here to subscribe to Beverage Industry

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

How beer brands are using social media to connect with consumers

Social media has become a buzzword for not just American consumers but also the business environment. Companies are turning to various social media channels to create brand awareness or possibly boost retail sales. Beer brands also are turning to social media to make their stories heard. Brand Chorus, a division of New York-based TippingGardner, conducted a Beer StoryScore Index for Beverage Industry. StoryScore is a quantitative measure of a brand’s storytelling through social management based on creativity, strategy and personality.

Click here to view infographic in PDF format.

2/18/15 2:00 pm EST

A Healthy Future: Analyzing the latest health and wellness trends in the beverage market

The beverage marketplace continues to evolve to meet new trends and regulations. Our expert speakers will share with you their insight on what health and wellness topics will be paramount for the future success in the beverage industry.

Podcasts

Gert van Manen, president of iTi Tropicals Inc., shares his insights on the U.S. coconut water market. Citing research from Krueger Food Laboratories, he also supplies information highlighting the difference between products that declare their added sugars and those that do not.

Beverage Industry Magazine

BI April 2015 cover

2015 April

The April 2015 Beverage Industry includes a cover story on Zevia's natural sweetener, as well as articles on CSDs, whiskey, and more. Check it out today!

Table Of Contents Subscribe

CSD Category

What innovation or trend could reinvigorate the CSD category?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!