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Have you heard of Michelle Obama\u2019s Drink Up initiative? Well, it launched about a year ago as a collaboration with Partnership for a Healthier America and promotes water consumption with kids.<\/p>\nHave you heard of Michelle Obama\u2019s Drink Up initiative? Well, it launched about a year ago as a collaboration with Partnership for a Healthier America and promotes water consumption with kids.<\/p>\n
Of course, we think this is a powerful, positive movement. BUT organizers have joined forces with the American Beverage Association to help get the message out and make water \u201chip\u201d with America\u2019s youth. Do you see the problem? If you guessed that tap water isn\u2019t a product offered by the American Beverage Association, you\u2019re right.<\/p>\n
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Despite also partnering with companies including Brita, Nalgene, and S\u2019well bottle, according to a Nielsen study on the impact of the Drink Up campaign, online ads have helped fuel a 3% lift in sales of bottled water, worth about $1 million. See the rub?<\/p>\n
We\u2019re not the first to argue that tap water should be promoted over bottled water. And we understand, like Margot Wootan of the Center for Science in the Public Interest said, \u201cIncreasing the appeal is one part of what needs to be done to reduce the consumption of other beverages.\u201d It IS mission critical to focus on appeal and \u201ccool\u201d when targeting our youth with something that is viewed as anything but.<\/p>\n
However, we are hoping that year two of the campaign dovetails our kids\u2019 newfound love of water with a more developed environmental conscience.\u00a0 THAT would make Drink Up truly a success in our eyes.<\/p>\n