Drink Up Digital Campaign Drove Lift in Bottled Water & Filter Sales

NEW DATA SHOWS DRINK UP EFFORT MADE A MEASURABLE DIFFERENCE IN SALES

Nielsen Catalina Solutions report finds increase in sales of bottled water and water filter products as a result of industry-wide advertising and marketing effort

Washington, D.C. (May 6, 2015) – Drink Up, a collaboration of public and private sector companies across the water industry and beyond that encourages people to drink more water more often, today announced the release of new data from Nielsen Catalina Solutions (NCS) that showed the Drink Up Digital campaign drove a 4% lift in incremental sales for bottled water and water filters.

“Today’s research from NCS indicates that consumer trends around drinking more water are continuing to move in the right direction,” said PHA Chief Marketing Officer Drew Nannis. “Drink Up’s message is being heard, and with more than 50 partners supporting us, we are in a unique position to remind consumers across the country that when you drink water, you drink up.”

Launched in 2013, Drink Up is led by the Partnership for a Healthier America (PHA), which works with the private sector and PHA Honorary Chair First Lady Michelle Obama to make healthier choices easier for busy parents and families.

Following a 2014 NCS report, which found the first online ad campaign for Drink Up drove a 3% lift in incremental sales of bottled water, the 2015 report evaluated the consumer segments that purchased the most water during the first year: “Well Beings,” often environmentally and nutritiously conscious, suburban homeowners; and “Fence Sitters,” younger urbanites who are influenced by trends and prefer take-out over cooking.

The study looked at the in-store impact for bottled water and water filter products resulting from online advertising associated with the Drink Up campaign at the end of 2014 (Q4). Overall, the Drink Up digital campaign drove a 4% lift, which translated to $1.8MM in incremental retail sales for bottled water and water filters combined. Bottled water accounted for more than 80% of incremental sales. All segments responded favorably to the advertising, but Well Beings drove more than 51% of the $1.8MM and generated $143 per thousand impressions served, well above the average.

To date, the Drink Up message has been seen on more than one billion products and engaged hundreds of millions of people through social media, advertising, events and celebrity ambassadors, as well as more than 50 companies and organizations from every water vertical and beyond sharing Drink Up’s message.

For more information, visit: YouAreWhatYouDrink.org.

The Partnership for a Healthier America (PHA) is devoted to working with the private sector to ensure the health of our nation’s youth by solving the childhood obesity crisis. In 2010, PHA was created in conjunction with – but independent from – First Lady Michelle Obama’s Let’s Move! effort. PHA is a nonpartisan nonprofit organization that is led by some of the nation’s most respected health and childhood obesity experts. PHA brings together public, private and nonprofit leaders to broker meaningful commitments and develop strategies to end childhood obesity. Most important, PHA ensures that commitments made are commitments kept by working with unbiased third parties to monitor and publicly report on the progress our partners are making. For more information about PHA, please visit www.ahealthieramerica.org and follow PHA on Twitter @PHAnews.