New York-based Wat-aah is partnering with teen pop stars the OMG Girlz for a multi-faceted, national TV, retail, print and digital campaign for its line of premium functional water for kids and teens. The OMG Girlz are the first of several teen celebrity brand ambassadors planned by Wat-aah for campaigns in 2013.
"Wat-aah's partnership with the OMG Girlz is a natural fit and has been since we began working with them in 2012 during The Scream Tour," said Rose Cameron, founder and chief executive officer of Wat-aah, in a statement. "The OMG Girlz are inspirational to kids — they're fun, energetic, hardworking and love drinking water. They understand that as both celebrities and role models they have a unique opportunity to influence kids to make healthy choices and steer them away from sugary sodas and juices," she adds.
Wat-aah kicked off this exclusive partnership by launching a limited-edition OMG Girlz bottle with proceeds going to the group's charity, OMGCares. The OMG Girlz also will participate in Wat-aah's Healthy Hydration in the Nation Tour to spread the message of healthy hydration to school kids across the United States, as well as celebrate the Move Your Body event celebration, organized to encourage kids and teens across the country to dance, exercise and drink healthy.
Furthermore, the OMG Girlz will participate in Wat-aah's national Web-based youth talent show titled “Show Me Wat-You-Got!” as official judges. Lastly, the girls will be featured in the brand's national back-to-school health and anti-obesity public service announcement campaign alongside multiple teen celebrities across TV, print and digital platforms this fall. Wat-aah and the OMG Girlz also will collaborate with various cross promotions involving the group’s upcoming album launch, music videos, national tour dates and social media presence.
"We love everything about Wat-aah — the colors, the design, the name and their commitment to kids' health,” the OMG Girlz said in a statement. “Wat-aah is about living a colorful life and being healthy while you do it. That is how we live — traveling across the world, performing for all of our fans and having fun! It just made sense to spread that message together."
Since Wat-aah’s inception in 2008, it has continually tapped into music and pop culture as an integral strategy to making bottled water cool and relevant to kids and teens. For instance, Wat-aah was the exclusive beverage partner of the National Association of Broadcasters Education Foundation (NABEF) and Beyonce's "Let's Move! Flash Workout" in 2011 and 2012. The brand also has sponsored events featuring young celebrities including Willow Smith, Cody Simpson, Diggy Simmons, Jacob Latimore and many others.
