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Let Water Be Water, LLC, Launches WAT-AAH!(TM), First Premium Brand of Pure Water with Function Specially Targeted to Kids and Teens
Date:5/22/2008

WAT-AAH! Aims to Help Combat Childhood and Teen Obesity Epidemic by

Offering First Healthy Drink Alternative With Attitude, Not Sugar

NEW YORK, May 22 /PRNewswire/ -- Childhood and teen obesity continues to be a pressing public health concern. According to the Centers for Disease Control, 15 percent of children and teens are overweight (almost 9 million), and another 19 percent are considered at risk for becoming overweight-triple the statistic rates documented in the 1980's.

A new line of water is aiming to help combat the obesity epidemic by offering the first healthy drink alternative specially targeted to kids and teens. New York-based, Let Water Be Water, LLC, announces the launch of WAT- AAH!(TM), a premium line of sugar-free, functional water for kids ages 6-15. The line will be available at Whole Foods, Amish Market, Bazzini, and other fine retail outlets in New York City starting in June and at http://www.drinkwataah.com.

No other water product currently on the market for kids and teens can claim to be 100 percent free of artificial flavors, artificial colors, additives and sugar. The first four products being introduced are:

-- WAT-AAH! Bones, the first premium water with calcium to help bone

growth

-- WAT-AAH! Brain, the first premium water with added electrolytes to

encourage faster absorption, hydration and cooling down

-- WAT-AAH! Energy, the first premium water with electrolytes and oxygen

for increased metabolic function and energy

-- WAT-AAH! Body, the foundation for the brand with simple and super clean

water, absolutely free of sugar

With sugared drinks often being the only available choice to kids and their parents, America's obesity problem is exacerbated. It is widely believed that these beverages are partially responsible for the increasing obesity rates among America's youth. A study by Harvard School of Public Health and Children's Hospital of Boston on the impact of sugar-enhanced drinks revealed that a young person has 1.6 times more likelihood to become obese for each additional can or glass of sugar-sweetened drinks consumed above the daily average.

"Today's kids and teens know that water is good and that too much sugar is bad for them," said Rose Cameron, founder of Let Water Be Water, LLC. "They hear this from adults, teachers and in the media. Notwithstanding, the marketing efforts targeting kids and teens is to the contrary.

The majority of the 36 new beverages aimed at the younger set, introduced between 2005 -2007, contain juice, additives, colors and sugar to camouflage the 'boring' taste of simple, pure water."

While soft drink and sugared-laden drink manufacturers are finding themselves increasingly un-welcomed in schools and at family events, WAT-AAH! has not only been accepted into many leading private and public schools and after-school facilities throughout the New York City area, but has also been recognized for its health benefits as a better option to sodas and other sports drinks targeted to the young. WAT-AAH!'s products are currently being distributed and sampled at private and public schools as well as kids sports and physical activity programs throughout Manhattan and Brooklyn.

Exclusive Beverage has been retained to fulfill distribution. Located in Farmingdale, N.Y., Exclusive Beverage is managed by President Steve Gress.

WAT-AAH!'s marketing aims to make water more exciting, desirable and cool to today's youth. The bottle and graphics, the functional ingredients, the advertising campaign and the Web site were designed to captivate modern kids whose brand and design sensibilities are increasingly becoming more adult- like. The brand's debut ad campaign, a series of 10-second spots featuring kids screaming the benefits of water, can be viewed at http://www.drinkwataah.com. The copy clearly states the benefits while playfully rhyming to the brand. One spot proclaims, "Feel Supaah, Run Fastaah, Jump Highaah, Grow Tallaah!, Drink Wataah! Wataah!"

"WAT-AAH! respects the intelligence, sophistication and healthy needs of today's kids. Our whole campaign looks clean, fun and contemporary just like our water to feel genuine and inspire our target audience. To take it from boring to exciting, we added attitude, not sugar. WAT-AAH! is fun, it is loud and it screams ... because there's nothing wrong when kids scream for water!" said Cameron.


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SOURCE Let Water Be Water, LLC
Copyright©2008 PR Newswire.
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