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"Interestingly, women who drink Crystal Light drink 20 percent more water.(2) And since most women told us they'd like to get in the habit of drinking more water, the Water Way Challenge seemed the perfect opportunity to help them do just that," said Roxanne Bernstein, senior brand manager. "The Challenge is a fun chance for people to make a delicious change and do something to benefit their personal well-being. At the same time, they'll be calling attention to our commitment to help those in need."
Crystal Light is partnering with Global Water Challenge, a coalition of leading organizations that works to provide access to safe drinking water and sanitation. The Water Way Challenge draws attention to this important issue. Everyone who joins the Water Way Challenge helps communicate the Crystal Light effort to help Global Water Challenge ensure people in need have sustainable solutions and access to clean water.
"We are excited to partner with Crystal Light this summer on the Water Way Challenge," said Paul Faeth, President of Global Water Challenge. "The Water Way Challenge has given us a new avenue to raise awareness of this important issue."
To spread the word about the Water Way Challenge, Crystal Light will be cruising to major hot spots in several U.S. cities with colorful CONVERTibles. They'll be asking Americans to join the Challenge and "convert" to refreshing and flavorful Crystal Light. The tour kicks off today in New York and will travel to Philadelphia, Washington, Chicago, Tampa and Atlanta. In each city, Crystal Light will offer people the chance to convert to a bottle of water and Crystal Light.
For those who don't encounter the CONVERTibles, but want to get in on the Challenge, the new Crystal Light Web site, DeliciousChange.com, is a one-stop shop. In addition to information about the new partnership with Global Water Challenge, there's advice from Style Guide Bobbie Thomas and internationally renowned dermatologist Dr. Joachim Fluhr. Visitors also can take the Water Wisdom quiz to test their water knowledge, track their daily water intake, join the Water Way Challenge and learn simple ways to drink more water. Learn more at www.DeliciousChange.com.
About Kraft Foods
Kraft Foods (www.kraftfoodscompany.com) makes today delicious in 150 countries around the globe. Our 100,000 employees work tirelessly to make delicious foods consumers can feel good about. From American brand icons like Kraft cheeses, dinners and dressings, Maxwell House coffees and Oscar Mayer meats, to global powerhouse brands like Oreo and LU biscuits, Philadelphia cream cheeses, Jacobs and Carte Noire coffees, Tang powdered beverages and Milka, Cote d'Or, Lacta and Toblerone chocolates, our brands deliver millions of smiles every day. Kraft Foods (NYSE: KFT | Quote | Chart | News | PowerRating) is the world's second largest food company with annual revenues of $42 billion. The company is a member of the Dow Jones Industrial Average, Standard & Poor's 500, the Dow Jones Sustainability Index and the Ethibel Sustainability Index.
About Crystal Light
Crystal Light is a great tasting, sugar-free beverage that provides the benefits of hydration when added to water. Crystal Light is available in 30 refreshing flavors and comes in a variety of forms including convenient On The Go packets and individual tubs. Crystal Light is also an excellent beverage option for people with diabetes, because it contains 3 grams or less of carbohydrates per serving and is considered a FREE exchange. For more information about Crystal Light, please visit www.CrystalLight.com.
About Global Water Challenge
GWC is a diverse coalition that consists of leading organizations working to provide creative and sustainable solutions for universal access to safe drinking water and sanitation. GWC's mission is to generate a global movement to meet the urgent need for safe water and sanitation by spurring collective awareness and investment in water supply/sanitation innovation by corporate, public, and nongovernmental actors. Our challenge is to reach people with the tools and education they need to empower themselves. Access to clean water and sanitation leads to healthier, longer and more productive lives, and breaks the cycle of poverty. Water and sanitation are not just human rights, they are human necessities. More information about Global Water Challenge can be found at http://www.globalwaterchallenge.org.
NOTES:
(1) Omnibus, April 2009
(2) Esip database Q3 2008
SOURCE Crystal Light
http://www.DeliciousChange.com
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