A child informing a parent whether or not something is cool might not be an occurrence so rare that it inspires a business plan, but when Rose Cameron’s two sons told her they did not want to drink water because it was boring, the former marketing executive set out on a mission.

“If you look at Coke, the line is ‘Open Happiness,’” says Cameron, the founder and chief executive officer of New York-based Wat-aah. “You think of Pepsi and it was the ‘New Generation.’ You think of Red Bull with acceleration and energy. All things that my kids would love to hear — I would love to hear — it’s just happy and fun, and water isn’t; it’s too mature, it’s too staid, it’s too boring.”