WAT-AAH!, created by mother Rose Cameron in conjunction with her children, is bottled water directly marketed for kids

Sometimes it really is all about the packaging. Rose Cameron could not figure out a way to get her kids off sugary soda and drinking more water, then she served them water in a ‘cute little container’ and everything changed. Cameron realized 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.

Cameron, 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.

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