Hit pop singer Ariana Grande is the latest celebrity to hop on the beverage endorsement bandwagon.
What makes this deal different than most celebrity sponsorships, though, is that Grande won’t be lending her famous face to a big name like Coke. Instead she will represent Wat-aah!, a small company that sells bottled water.
Ad Age calls the company a “small but growing functional water brand.“
Wat-aah! was founded in 2008 and targets its product, bottled water, to kids and teens. The colourful packaging has a kid-friendly, cartoon logo meant to attract the younger consumers.
The hope, as the company’s founder Rose Cameron tells Ad Age, is that bringing Ariana Grande into the picture will help Wat-ahh! in its endeavour to make drinking water cool to kids and teens.
Cameron explains she thinks the Coke and Pepsi mentality of using famous faces like Taylor Swift and Beyonce could easily be translated to bottled water. Plus, it means kids and teens are associating pop stars with healthier life choices.
“You look at the water aisle in the grocery store and there is not one water brand truly speaking to kids and there is a huge opportunity and a huge void,” Cameron tells Ad Age.
According to the Wat-aah! website, its product is in over 15,000 supermarkets and over 8,500 schools.
Grande’s bottled water campaign will officially kick off next year and will cover outdoor, print, and digital.
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