SoHo is undoubtedly the place to see cool new street art in Manhattan, and it will be hard to miss the new addition to this neighborhood’s graffiti skyline at the intersection of Lafayette and Prince by artist Kenny Scharf. This psychedelic 2,500-square-foot mural is not just a treat for the eyes, but it was sponsored by a brand of water that aims to encourage the youth of tomorrow to live healthier, more active lives.
WAT-AAH! has been on grocery shelves since 2008. Its edgy bottles feature a logo of a cartoon boy screaming “Drink WAT-AAH!” This stylish brand was founded by Rose Cameron, a mother of two who was tired of bribing her children away from sugary drinks packed with empty calories. Her moment of genius was to package a healthy drink into a savvy design that kids would adopt as “cool.”
Now, WAT-AAH! has launched “Taking Back the Streets,” a campaign in partnership with first lady Michelle Obama’s nationwide “Drink Up” initiative. It’s lead by Partnership For a Healthier America, which encourages everyone to drink more water more often.
“Taking Back the Streets” launched Feb. 20 at NYC’s New Museum, drawing a special visit from the first lady. In addition to Scharf’s work, the exhibit also features original pieces of art inspired by “Drink Up”’s water-drop logo and specially designed WAT-AAH! bottles from renowned artists including Shepard Fairey, Tony Concep and, of course, Scharf. You can check out the new SoHo mural through mid-April.