Nestle Waters North America is rolling out a nationwide campaign Drink Up to communicate the importance of drinking more clean water for human health, which is named the «first-of-its-kind program» to be launched in the U.S.

Drink Up is supported by the government, industry leaders and Hollywood celebrities, and is led by the company’s bottled water brands such as Nestle Pure Life, Ice Mountain, Ozarka, Poland Spring, and Zephyrhills. The project’s blue water drop logo along with the Drink Up message inside will appear across the water range packaging, company’s trucks, advertising, at promotional events as well as in social media. The initiative will be rolling out in both English and Spanish languages.

The Drink Up’s website, curated by Partnership for a Healthier America, informs the audience of the health benefits of water and asks to upload the photos of themselves drinking water to Instagram with the hashtag #drinkH2O—to remind others of a healthy lifestyle which influences our well-being.

“We at Nestle Waters North America wholeheartedly embrace the concept that you are what you drink and when you drink water, you Drink Up. That’s why we’re joining forces with the Partnership for a Healthier America and those supporting the effort, including First Lady Michelle Obama, to help guide everyone to think of water as their first and most frequent beverage choice,” said Nestle Waters North America Chairman, President and CEO, Tim Brown.

The initiative is promoted with a surreal animated clip, You Are What You Drink, with the voiceover by Michelle Obama.