Dive Summary:
- A large marketing drive, complete with public appearances by Michelle Obama, are the focus of the "Drink Up" campaign. The first stop is Watertown, Wisc.
- Actress Eva Longoria will travel with the first lady as they sing the praises of water consumption.
- The campaign has the backing of a slew of companies who sell water. Nestle Waters, Dasani, Voss and others will carry the "Drink Up" logo on their products.
Dive Insight:
It's hard to think of water as anything other than wonderful. And it's nearly impossible to imagine a situation where people would not support efforts to get Americans to drink more of the stuff. But in the wildly partisan, consistently disturbing and genuinely repulsive environment that is American politics in 2013, we expect loads of people to be furious about the "Drink Up" campaign.
