ALEXANDRIA, Va. — The International Bottled Water Association (IBWA) announced that Michelle Obama’s Drink Up campaign increased bottled water sales by three percent among those who saw the advertisements, according to a press release.
Michelle Obama announced the boost in sales by citing a study from Nielsen Catalina Solutions (NCS) which shows the increase in incremental sales from those who were exposed to the advertising, generating near $1 million in incremental retail bottled water sales, stated the release.
A statement from NCS revealed that the increase in sales per impression was the highest among” fence sitters,” or generally younger consumers seeking convenience in their eating habits, continued the release.
As a longtime promoter of the numerous benefits of drinking water, IBWA has been an active campaign partner since Drink Up’s launch in September 2013, and the NCS findings confirm that the Drink Up partnership is an important and healthful effort that can benefit all consumers, noted the release.
“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.”