First Lady Michelle Obama’s Drink Up campaign has increased bottled water sales by three percent among those who were exposed to the messages, according to the International Bottled Water Association, which sponsors the Drink Up campaign.
The First Lady announced the boost in sales this week at the White House, citing a new study from Nielsen Catalina Solutions. The study shows that the online Drink Up ad campaign resulted in a three percent 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,” said First Lady Michelle Obama. “And today, less than a year later, we know that water sales jumped nearly three percent among people who saw Drink Up ads.”
The sales-per-impression increase was the highest amongst fence sitters--generally younger, impressionable consumers who seek convenience in their eating habits, according to the researchers. “This suggests that the message resonated with fence sitters and influenced them to shift their beverage choice, resulting in a very efficient ad spend,” a NCS media statement stated.
IBWA applauded the news and noted that the association has been an active campaign partner since Drink Up’s launch in September 2013.
“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,’” says 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,” said Doss. “And, as people make the smart decision to choose bottled water, it becomes vital that this safe, healthy, and convenient product remain available where other drinks are sold.”
Approximately 31 percent of what Americans drink is water, according to Beverage Marketing Corp. Of that, more than 50 percent is bottled water. Bottled water is predicted to be the number one packaged beverage sold in the U.S. by 2020 (it is currently number two).