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Let Water Be Water, LLC Introduces New 'WAT-AAH! Challenge'
Date:3/3/2009

First sugar-free, functional water brand made specifically for kids by kids and their mothers, launches the WAT-AAH! Challenge

NEW YORK, March 3 /PRNewswire/ -- WAT-AAH!, the first sugar-free, functional water brand made specifically for kids by kids and their mothers, announces the first official "WAT-AAH! Challenge" to defy the expectation that kids will pick soda or juice over water. During the month of March, mothers who participate in the challenge will receive WAT-AAH! samples with instructions to put the bottled water in their fridge, alongside sodas and other sugary drinks. Mothers will be asked to write, photograph and videotape their kids' responses and reactions to WAT-AAH!. "Challenge" participants and ongoing results are available at www.wat-aahchallenge.blogspot.com.

"We want to challenge the preconceived notions people have about kids and drinks," says WAT-AAH!'s founder, Rose Cameron. "Our goal is to test the assumption that kids are addicted to sugar and think water is boring. We are confident that children will pick WAT-AAH! over the big guys with multi-million dollar beverage budgets and logos that believe they are 'cool,' and we invite moms everywhere to participate in this challenge."

America's obesity problem has worsened with sugared drinks often being the only available choice to kids and their parents. 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 is 1.6 times more likely to become obese for each additional can or glass of sugar-sweetened drinks consumed above the daily average.

WAT-AAH!'s initiative is an updated, health-focused version of famous beverage challenges
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SOURCE Let Water Be Water, LLC
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