The first lady announced the boost in sales this week, 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 $1m 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 Michelle Obama. “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,” said an NCS media statement.
IBWA applauds the news and notes that the association has been an active campaign partner since Drink Up’s launch in September 2013. IBWA 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’s an easy way to stay hydrated and maintain a healthy diet.”
© FoodBev Media Ltd 2024