A New York City mom who struggled to get her children to drink water instead of soda decided to create a brand of H20 that makes water cool for kids. Now, the brand that she started selling out of the trunk of her car is on thousands of store shelves across the country and at many schools. NY1's Cheryl Wills filed the following report.
Parents who are in favor of the city's crackdown on soda find they have one problem: weaning their children away from it.
Non-sugary drinks, like water, are just not cool for some kids. Just as Rose Cameron, the mother of 9-year-old Luke and 13-year-old Jack.
"As a mom, I've tried it all, all the tricks," Cameron says. "Bribe them, to promise them this, to put a dash of lemon or orange in it, or put it in a cute little container."
So she tried a 'cute little container' with a dash of H20 rebranding and repackaging to make water the "it" drink for her sons and their friends. And in 2008, "WAT-AAH!" was born.
"We went door to door," Cameron says. "I started in my neighborhood, in TriBeCa, knocked on every door, every single deli and every cooler there is. In our first week, we got about seven stores."
Now, the little water company that could has grown from five unpaid interns to 30 full-time employees with national distribution, including Whole Foods.
And "WAT-AAH!" is selling like hotcakes.
The family-based company strictly targets kids, featuring Rose's son Jack in the very first commercial.
"Honestly, I think that my friends would rather drink a water that looks cooler than soda because it's all about looking cool, honestly," says Jack Cameron, Rose Cameron's son.
"50 percent of kids, young kids 8 years of age, drink soda on a daily basis," Rose Cameron says. "As they get older, over 75 percent in their teen years drink soda a day. That's a lot of sugar."
Rose Cameron says her company is about much more than making a profit, which has jumped more than 200 percent. She says it's really about keeping kids healthy.