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Friday, June 27, 2014

MICHELLE OBAMA & FASHION BRANDS LAUNCH NEW HEALTH CAMPAIGN 'DRINK UP' INITIATIVE

MICHELLE OBAMA & FASHION BRANDS LAUNCH NEW HEALTH CAMPAIGN 'DRINK UP' INITIATIVE
MICHELLE OBAMA & FASHION BRANDS LAUNCH NEW HEALTH CAMPAIGN 'DRINK UP' INITIATIVE
Wife of US President, Michelle Obama has partnered with fashion brands like BCBG Max Azria, Rebecca Minkoff, Bloomingdale's Skechers, HSN and Herve Leger in a new 'Drink Up' initiative campaign to get Americans to drop the Starbucks and drink more water. The campaign was launched on June 25.

Rebecca Minkoff created a beach towel branded with her famous kissing bird prints, and Bloomingdale's will host a shopping event. J. Crew will sell a $25 T-shirt for kids that will benefit Drink Up with 100% of the shirts' net proceeds.  BCBG MaxAzria and Herve Leger will do promotional displays in 34 stores.  J. Crew will donate 100% of the proceeds from selling co-branded Crewcut t-shirts.  Others have created co-branded products, window displays, television segments and other promotions for Mrs. Obama’s Partnership for a Healthier America.


Ten per cent of the towel sale proceeds will be given to the Partnership for a Healthier America.  The organization's focus is on making healthier choices less expensive and more affordable and accessible for families and children throughout the U.S.

“We’ve tried hard not to look like a public health campaign,” says Drew Nannis, chief marketing officer of the Partnership for a Healthier America, which is, so very obviously, a public health campaign. The aim is to get people to quit drinking sugar-laden drinks – all the soda, fruit juice, and frothy soy mocaccinos that can amount to the equivalent of a bellyful of ice cream or candy.
“Fashion is one of the most visible cultural factors that we have,” says Mr. Nannis, noting that the industry offers “serious stopping power” to grab consumers’ attention.



Beach basics: Rebecca Minkoff designed a branded towel to help the campaign
Beach basics: Rebecca Minkoff designed a branded towel to help the campaign

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