Consuming more water benefits bodies and business study shows
Water is not only good for our bodies, it is also good for business according to a progress report on the Drink Up marketing campaign that was launched in the Fall of 2013. On Tuesday the White House shared in the success of the nationwide promotion. Its goal was to increase water consumption in children and families. Nielsen Catalina Solutions (NCS), a company that measures advertising performance, released a study at the event that reported a 3 percent increase in retail sales of bottled water among those who viewed related ads since the campaign started.
First Lady Obama sees this progress as a stepping stone toward getting consumers to purchase healthier products overall.
“If we can achieve that kind of success in marketing something as simple as water, then I know we can do the exact same thing for any health product— whether that’s fruits and veggies, or whole grains or lean meats and dairy products. We can get kids to enjoy those things, too.”
The White House partnered with companies and celebrities for Drink Up to push the simple, scientifically proven message that water is good for you.
Drink Up is an extension of on-going endeavors the First Lady has spear-headed or supported to improve health and wellness of American families, often geared toward the youngest members of the household.
“Make no mistake about it: when we make a real effort to promote healthy products, when we put as much energy and creativity into marketing healthy products as we do for junk food, then kids actually get excited about these products and families actually buy them and consume them,” said Mrs. Obama
Children from a local YMCA joined the First Lady and company (experts in bottled, filtered and tap water) on the South Lawn to unveil the Drink Up logo, an enormous drop of water formed using 2000 water bottles.
Mrs. Obama also joined the Partnership for a Healthier America (PHA) to announce that seven organizations have joined or renewed their support for the Drink Up effort including Brita®, First 5 Santa Clara County, Haws Corporation™, Nalgene® Outdoor Products, S’well Bottle, Santa Clara Valley Water District and The California Endowment will support Drink Up by promoting its messages on water filtration systems, re-usable water bottles, drinking fountains or other products and programs.
On the West coast, the Santa Clara Valley Water District (SCVWD), a leading water resources management agency whose mission is to provide Silicon Valley safe, clean water for a healthy life, environment and economy, will provide grants to schools to purchase 50 water filling stations branded Drink Up.
In D.C., Nalgene donated 1,500 Loop-Top bottles to the YMCA of Metropolitan Washington for its 20th annual Thingamajig Invention Convention today. This annual convention provides children with summertime opportunities to challenge them intellectually and creatively while exploring the fields of science, engineering, and design.
“We applaud the efforts of each of these supporters toward helping us take another step closer to providing access to water for more people wherever they are, whenever they want it, however they want it – be it tap, filtered or bottled.”