After kicking off her “Let’s Move” initiative in 2010 to lead children to healthier lifestyles, first lady Michelle Obama, as well as actress Eva Longoria, joined a new movement designed to encourage people of all ages to drink more water more often. Created by the Partnership for a Healthier America (PHA), Drink Up brings together more than a dozen public- and private-sector partners to make this goal a reality.
Key supporters of the initiative include water filter companies, public drinking stations, reusable water bottle companies, industry organizations, and bottled water brands such as PepsiCo’s Aquafina, The Coca-Cola Co.’s Dasani, Hint Inc.’s Hint, Wat-aah!’s Wat-aah!, Beverly Hills Drink Co.’s Beverly Hills 9OH2O, Danone’s Evian Natural Spring Water, and Voss of Norway ASA’s Voss. These brands will integrate the Drink Up logo on products and promote the initiative through public events; print, digital, social and out-of-home media efforts; and funding.
In particular, Wat-aah! recently kicked off a social media campaign across its channels using the official hashtag #DrinkH20 to engage fans. To further promote the initiative and drive traffic to the campaign’s site, youarewhatyoudrink.org, the brand featured the Drink Up logo and hashtag in its Back-2-School marketing campaign in print and online ads in teen magazines and websites as well as poster installations in the schools where Wat-aah! currently is sold. Wat-aah! also will cross-promote the initiative via concerts and events in key cities. Last month, the brand debuted a 60-second co-branded commercial in collaboration with kids music group Yung Day 1 to support the initiative and encourage kids to drink more water. In October, the brand launched a limited-edition Wat-aah! Boo Halloween bottle featuring the Drink Up logo in the form of a spider.
Likewise, Nestlé Waters North America’s Nestlé Pure Life, Resource, Arrowhead, Deer Park, Ice Mountain, Ozarka, Poland Springs and Zephyrhills brands will feature the Drink Up logo on select packaging. The company also will promote Drink Up on its delivery trucks and through social media messaging and communications. Additionally, Hint will carry the Drink Up logo on its bottles and is selling co-branded Drink Up/Hint T-shirts online with all proceeds benefiting the Drink Up campaign. Hint fans John Legend, who will also be starring in a public service announcement, and James Franco also will be joining the effort to increase water consumption and build awareness around the campaign, the company says.
PHA also invited consumers to visit youarewhatyoudrink.org to join in a virtual “Cheers” to water or to find the initiative on Instagram and tag their photos using the hashtag #DrinkH2O.
Within 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, PHA says. Additionally, more than 10,000 outdoor public taps are expected to carry the logo within the next few years. Approximately 1 billion media impressions have already been committed, including online and digital out-of-home media, it adds.
Hear what Drink Up supporters have to say:
“Times are changing. Water is now the most popular beverage in United States, knocking soda off the top spot. The Drink Up initiative comes at a perfect time where Americans are wanting to make a change and better their overall health and wellness. These are the same goals that Hint has — encouraging people to better themselves by drinking more water. We do that every day by providing a water that tastes delicious without using sweeteners.”
— Kara Goldin, chief executive officer and founder of Hint Inc.
“I witnessed first-hand the enthusiasm and excitement children displayed at the kick off event in Watertown, Wisconsin. I saw the effectiveness of a fun, relatable message, of simply drinking more water, resonating with people of all ages. Alongside a strong coalition of partners, I believe Drink Up’s message will motivate Americans, especially kids, to make the easiest choice they can make concerning their health to drink more water. A friendly reminder to Drink Up, be energized, focused and healthy, can go a very long way."
— Rose Cameron, chief executive officer and founder of Wat-Aah!
"Evian is proud to be a supporter of PHA and Drink Up. Our parent company's mission is 'to provide healthy food products to as many people as possible around the world,' so we are thrilled with the initiative. Drink Up represents a major effort, through education and promotion, to help Americans shift their thinking ... and to take firmer control of their health. Water is the most essential ingredient in our bodies ... and can have a major impact on quality of life. We're big believers in hydration through water consumption ... and as a natural spring water, Evian is happy to lend our platforms to the cause."
— Eric O'Toole, president of Danone Waters of North America
"Beverly Hills 9OH2O is committed to creating water people want to drink. Its exquisite taste and striking appeal helps bring water to the forefront of Americans' minds. As an essential part of healthy living, water must be made a priority in the daily lives of people everywhere. That's what Partnership for a Healthier America's Drink Up initiative is all about, and we're proud to be a part of it.”
— Jon Gluck, founder and president of Beverly Hills 9OH2O
"We congratulate Mrs. Obama and PHA on its new initiative encouraging people to drink water. Staying hydrated is important to staying in balance, and bottled water provides people with a convenient and popular choice. By supporting this new initiative, our industry is once again leading with meaningful ways to achieve a balanced lifestyle."
— Susan Neely, president and chief executive officer of the American Beverage Association (ABA)