Wednesday, December 10, 2008

WAT-AAH's the word

I have a friend who lives in San Francisco's Mission District, where Spanish is prominently spoken. Next door to his apartment building is a school playground, where groups of kids are let loose for a half-hour at a time to expend some energy.

"Kids today are so brainwashed about drinking water all the time that 15 minutes into their recess they start squawking 'Agua! Agua!'," he said. "They sound like a flock of Aflac ducks."

Don't look for the fad to slow anytime soon, even though more and more people are pointing out what an unnecessary gimmick bottled water is in most cases. The marketing efforts shall continue.

One such example is WAT-AAH. It's a bottled water aimed specifically at the kid market that its makers claim is free of sugar, artificial colors and artificial flavors and is fortified with vitamins and minerals. It also comes in four flavors, cutely called Bones, Brain, Energy, and Body.

The beverage is meant to target child obesity by providing kids with a healthy alternative to sugary drinks. To reach its ultimate consumers, the kids, WAT-AAH has a bouncy interactive Web site.

It also is playing to kids' tastes in participative enterianment, such as this video:

P.S. My aforementioned san Francisco friend e-mailed me this update:

"It's funny because as I read your blog entry they were actively screaming 'agua'."

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