Aug 01, 2014

Michelle Obama's Drink Up Campaign Increases Bottled Water Sales

Study shows that the campaign resulted in a 3% lift in incremental sales among those who saw the advertising

Michelle Obama Drink Up Campaign Increase Bottled Water Sales IBWA

First Lady Michelle Obama’s Drink Up campaign has increased bottled water sales, the International Bottled Water Assn. (IBWA) reported in a press release. The First Lady announced the boost in sales, citing a new study from Nielsen Catalina Solutions (NCS). The study shows that the online Drink Up ad campaign resulted in a 3% lift in incremental sales among those who saw the advertising. This generated almost $1 million in incremental retail bottled water sales.

“When the Drink Up campaign was launched last year, it had one simple goal — to get kids and families excited about drinking water,” Obama said. “And today, less than a year later, we know that water sales jumped nearly 3% among people who saw Drink Up ads.”

A statement from NCS said the sales-per-impression increase was the highest amongst fence sitters — generally younger, impressionable consumers who seek convenience in their eating habits. “This suggests that the message resonated with fence sitters and influenced them to shift their beverage choice, resulting in a very efficient ad spend,” the NCS media statement stated.

IBWA has been an active campaign partner since Drink Up’s launch in September 2013. The association has long promoted the many benefits of drinking water, and the NCS findings confirm that the Drink Up partnership is an important and healthful effort that can benefit all Americans.

“Drinking safe, refreshing bottled 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 CEO Joe Doss. “It is an easy way to stay hydrated and maintain a healthy diet.

“When it comes to packaged beverages, more and more people are choosing bottled water,” Doss continued. “And, as people make the smart decision to choose bottled water, it becomes vital that this safe, healthy and convenient product remains available where other drinks are sold.”

According to the Beverage Marketing Corp., approximately 31% of what Americans drink is water. Of that, more than 50% is bottled water, which is comprehensively regulated by the U.S. Food and Drug Administration as a packaged food product. Bottled water is predicted to be the No. 1 packaged beverage sold in the U.S. by 2020 (it is currently number two).

The First Lady made the bottled water sales increase comments during a July 22, 2014, White House event announcing several new Drink Up campaign partners.