Sometimes it really is all about the packaging. Rose Cameron could not figure out a way to get her kids off sugary drinks and drinking more water, then she served them water in a ‘cute little container’ and everything changed. She realised that kids needed water to be cool, and thus her brand WAT-AAH! was born. With her two sons as consultants, she created cool water for kids, giving Pepsi and Coke a surprising source of competition.
Rose, who is a former advertising executive, turned to her children as an informal focus group to begin her brand. Both the name and the design came from the minds of her sons. WAT-AAH! was born out her kids screaming ‘water’ to help inspire her. The screaming also inspired the logo of a screaming boy, which came from her son’s drawing. Everything from the sleek shape, the neon color and the style of the bottle was chosen by her kids. WAT-AAH! is marketed at kids, and it works because it is designed by kids.
When she began selling her brand in 2008, she was walking door-to-door in her neighbourhood selling to delis. Now, her brand is available nationwide in the States in grocery stores, as well as being available in schools.
For Rose, the end-goal is not a profit but to keep kids healthy and stave off the childhood obesity epidemic. For her kids, it is about drinking a cool drink. Says her son, Jack: “Honestly, I think that my friends would rather drink a water that looks cooler than soda because it’s all about looking cool, honestly.”