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.