Beverage News / Bottled Water

Wat-aah! launches ‘Taking Back the Streets’ art campaign

Program leverages street art to share healthy hydration message

February 10, 2014
/ Print / Reprints /
ShareMore
/ Text Size+

Wat-aah!, a New York-based bottled water brand for kids, and its Founder and Chief Executive Officer Rose Cameron announce “Taking Back the Streets,” a national art campaign developed to further support the goal of Drink Up, an initiative of the Partnership for a Healthier America (PHA) and its honorary chair first lady Michelle Obama that encourages Americans to drink more water more often.

“Taking Back the Streets” intends to reclaim the space where kids live by replacing other media on the streets with messages about healthy hydration, the brand says. The most powerful messages that connect to kids and teens are not only found in magazines or on TV but also in the streets, it adds. For this reason, Wat-aah! is harnessing the power of street art to reach its target demographic. As part of this program, leading street artists will work to change the way kids think about water and hydration.

The program will kick off with a star-studded, invitation-only art exhibition Feb. 20 at the New Museum in New York City. The exhibit will display the work of 14 artists including Kenny Scharf, Shepard Fairey, Swoon, Shantell MarWat-aah! 'Taking Back the Streets' bottlestin, Trey Speegle, Lichiban, Concep, Metro Zu and others. Scharf and Haring will receive a special tribute in honor of their efforts in engaging youth with the arts.

Each participating artist will showcase an original piece of artwork inspired by Wat-aah!'s screaming boy logo and Drink Up's water drop logo and/or one that communicates water in general. These pieces will be transformed into label art for Wat-aah!’s new limited-edition series of bottled waters. The limited-edition series will be part of a yearlong exhibition that will visit New York City; Washington, D.C.; Philadelphia; Los Angeles; Miami; and other cities. Street murals tagged by various artists involved in the project also are expected to pop up around the city in the days leading up to the event. A mural by artist Metro Zu currently appears in SoHo on Lafayette and Jersey streets.

In New York City, Wat-aah!'s “Taking Back the Streets” campaign will continue with a pop-up exhibit for the general public from Feb. 22 through March 1 at WallPlay. The exhibit can be viewed from 11 a.m. to 7 p.m. seven days a week.
 

 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

Dinner with Tequila Don Julio

Diageo is taking its Tequila Don Julio brand on the road this summer with a rolling Airstream Speakeasy mobile craft cocktail bar. The team stopped in Chicago on July 29 to share some specialty tequila cocktails paired with food from Chicago restaurants Honey Butter Fried Chicken and The Radler as well as dessert venues Black Dog Gelato and Baker Miller. (Photos by Jennifer Haderspeck)

6/25/14 2:00 pm EDT

Crafting growth: A look into the bourgeoning craft beer market

Learn how the beer segment is performing and where it is heading, what to consider before expanding your markets and innovations that are captivating consumer audiences.

Podcasts

Maintaining beverage dispensing equipment

Iuliana Nita, Saint-Gobain Performance Plastics global marketing manager of food and beverage, offers her insights about ensuring sanitary performance of beverage dispensing equipment in foodservice applications. She also will offer some tips about choosing the right kind of tubing to handle acidic beverages.

Beverage Industry Magazine

BI August 2014 cover

2014 August

The August 2014 Beverage Industry includes a cover story on KeVita, as well as articles about beverage consumers, natural and organic varieties, smart snacks, and more. Check it out today!

Table Of Contents Subscribe

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.   

Best Beverage Categories

Which beverage category will perform the best in the second half of 2014?
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

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!

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px