Bottled Water / Beverage News

PHA launches Drink Up to encourage water consumption

Michelle Obama, beverage-makers join PHA to support cause

First lady Michelle Obama and actress, director and producer Eva Longoria joined Washington, D.C.-based Partnership for a Healthier America (PHA), of which Obama is honorary chair, to launch an initiative that encourages everyone to drink more water.

“Since we started the Let’s Move! initiative, I’ve been looking for as many ways as possible to help families and kids lead healthier lives,” Obama said in a statement. “I’ve come to realize that if we were going to take just one step to make ourselves and our families healthier, probably the single best thing we could do is to simply drink more water. That’s it — it’s really that simple. Drink just one more glass of water a day, and you can make a real difference for your health, your energy and the way you feel. So Drink Up and see for yourself.”

The Drink Up campaign, which launched Sept. 12 in Watertown, Wis., brings together more than a dozen public and private sector partners to encourage people to drink water more often.

In the next year, supporters of the effort will carry the Drink Up logo on nearly 300 million packs of bottled water; more than half a billion bottles of water; 200,000 packages of reusable bottles; and more than 10,000 reusable bottles. Additionally, more than 10,000 outdoor public taps are expected to carry the brand during the next few years. Approximately 1 billion media impressions have already been committed, including online and digital out-of-home media.

The International Bottled Water Association (IBWA), Alexandria, Va., is among the initiatives many sponsors. “Safe, refreshing water is one of the best and healthiest choices that nearly everyone can make every day, whether at home, at work, or ‘on the go,’” said IBWA President and Chief Executive Officer Joe Doss in a statement. “It is an easy way to stay hydrated and maintain a healthy diet.”

Stamford, Conn.-based Nestlé Waters North America also is one of the campaign’s many sponsors. The company’s Arrowhead, Deer Park, Ice Mountain, Nestlé Pure Life, Ozarka, Poland Spring, resource and Zephyrhills brands will take part in a variety of Drink Up activities. The company also will include the campaign’s water drop logo on certain custom packages of its bottled water products and company trucks as well as in its advertising and social media.

“We at Nestlé Waters North America wholeheartedly embrace the concept that you are what you drink, and when you drink water, you Drink Up,” said Nestlé Waters North America Chairman, President and Chief Executive Officer Tim Brown in a statement. “That’s why we’re joining forces with the Partnership for a Healthier America and those supporting the effort, including First Lady Michelle Obama, to help guide everyone to think of water as their first and most frequent beverage choice. Getting into the habit of drinking water is one of the easiest things people of all ages can do on their path to adopt lifelong healthy habits.”

New York-based Wat-aah! also is joining the movement. The brand plans to utilize its "Back-2-School" marketing campaign to feature the Drink Up logo and official hashtag #DrinkH20 to drive traffic to the campaign’s site, www.youarewhatyoudrink.org. The media outlets will include print and online ads in teen magazines and websites as well as poster installations in the thousands of schools and districts where Wat-aah! currently is sold. Wat-aah! also will host concerts and events in key cities to further cross-promote the initiative, starting with a concert Sept. 15 in New York featuring teen music performers such as Ed Sheeran, Austin Mahone, Emblem 3, and Bridgit Mendler.

In addition, a 60-second co-branded commercial to encourage kids to drink more water for its purity and health benefits will be released on Drink Up’s website later in September. The commercial will be promoted through a dedicated social media campaign as well as a local TV media buy, the company says. The brand also will include the Drink Up logo on its latest limited-edition SKU launching this fall. Additional marketing efforts are under development and will be announced in the future by Wat-aah! and PHA, it adds.

"Wat-aah!'s support of this effort is part of its ongoing commitment to educate kids and teens about the importance of drinking water in maintaining a healthy lifestyle,” said Rose Cameron, chief executive officer and founder of Wat-aah!, in a statement. "We are excited to take an active role and work closely with the Partnership for a Healthier America to develop fun and exciting programs that will resonate with today's kids and get them to drink more water more often," she adds.

Additional beverage brand supporters include Aquafina, Beverly Hills 9OH2O, Dasani, Evian Natural Spring Water, Hint and Voss.

PHA also invites consumers across the country to visit www.youarewhatyoudrink.org to join in a virtual “Cheers!” to water, or to find the initiative on Instagram at www.instagram.com/urH2O and tag their pictures #DrinkH2O.

View the Drink Up PSA below.

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2/18/15 2:00 pm EST

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