New York-based Wat-aah! released its Wat-aah! Boo limited-edition bottle to celebrate Halloween and to promote healthy hydration in support of the Partnership for a Healthier America's (PHA) Drink Up initiative. On the label, the brand's Wat-aah! Boy character is portrayed in silhouette and screaming, "Boo!" to surprise its audience, the company describes.

The Wat-aah Boy also is surrounded by Halloween imagery including a witch, a ghost, a haunted house, a pumpkin and a full moon, each drawn using simple graphic lines. The Drink Up logo is featured as the body of a black spider crawling up a web, which serves as a background for the entire scene. The copy on the back of the label reminds consumers to drink water throughout their Halloween celebrations as they go trick-or-treating and consume sugary treats.

"We hope that Wat-aah! Boo communicates in a genuine way how much our brand shares children's love for Halloween and the traditions that come with it," said Rose Cameron, founder and chief executive officer of Wat-aah!, in a statement. "We designed this bottle to reflect the fun and excitement surrounding this holiday while using it as a tool to convey the message to drink more water more often, especially on a night when kids typically use a lot of energy and consume a lot of sweets."

The limited-edition Halloween bottle is available in stores including Whole Foods Market, Shaw's, ShopRite, Price Chopper and many others as well as in schools across the country. The bottle will be promoted on Wat-aah!'s social media channels with a 30-second animated commercial.

The brand also will host a contest inviting kids to photograph the Boo bottle and tag it on Facebook, Twitter or Instagram using the hashtag #FindBoo. The first 1,000 entries will receive a specially designed Wat-aah! T-shirt and a Halloween-themed puzzle book in collaboration with Drink Up.

Other Halloween-themed promotions include the Wat-aah! Spooktacular Series and the Wat-aah! Haloween Extravaganza. During the 13 days of Halloween, Wat-aah! will ask fans to submit videos of their scariest scream, photos for the best costume contest, and solve various spooky puzzles through the Wat-aah! Spooktacular Series. A print ad supporting this promotion will appear in industry-related magazines as well as in schools. Wat-aah! also will host its Drink Up-themed Halloween Extravaganza in Atlanta. The main event will include a concert featuring celebrity musical performances, costume contests, activities and more. Other events will take place in select cities such as Boston, Chicago, Philadelphia and New York at locations where kids gather to parade and trick-or-treat. Participants will receive a free Boo bottle and other merchandise. Details of the events will be released at a later date.