The first lady said she has realized since beginning the childhood obesity initiative in 2010 that drinking more water is the best thing people can do for their health.
"Drink just one more glass of water a day and you can make a real difference for your health, your energy and the way you feel. So 'drink up' and see for yourself," she said in a statement before the announcement.
Every bodily system depends on water, which makes up about 60 percent of a person's body weight, according to the Mayo Clinic. Water also is a calorie-free option for people concerned about weight control, is largely inexpensive and is available practically everywhere.
Yet despite trends showing a rise in water consumption and declines in the amount of soda people drink, Larry Soler, the partnership's president and chief executive, says the "drink up" water campaign is needed. Health advocates have blamed the corn syrups and other sugars in soda for obesity.
"That's exactly the type of impact we're glad to be seeing, and we want to accelerate that because we still have an enormous problem in this country with rates of obesity," Soler said.
Sam Kass, executive director of "Let's Move," Mrs. Obama's anti-childhood obesity initiative, cited federal statistics showing that about 40 percent of adults drink fewer than four cups of water daily and that one-fourth of kids below age 19 don't drink any plain water on any given day.
Soler emphasized that the campaign is not about pushing a particular type of water, or stressing water over other beverages, although Mrs. Obama in the past has counseled people to switch from sugary soda to water and has talked about seeing improvement in her daughters' health after making that change in their diets. The first lady also has been criticized by people who accuse her of being the nation's food police.
"Every participating company has agreed to only encourage people to drink water, not focus on what people shouldn't drink, not even talk about why they may feel their type of water is better than another," Soler said. "It's just 'drink more water.'"
The first lady has recorded individual messages that are to air from morning to night Thursday on such TV talk shows as "Today," "Good Morning America," "Nuevo Dia," "Despierta America," "The View," "Live With Kelly and Michael," "Katie" and the late-night programs with comedians Jay Leno, David Letterman and Jimmy Fallon. The hosts also will drink water on air and encourage viewers to do the same.
The campaign's logo, a blue water drop with the words "drink up" in white, eventually will be plastered on millions of packages of bottled water, individual bottles of water themselves and reusable bottles, Soler said, and on more than 10,000 outdoor public drinking fountains.
The American Beverage Association, which represents the makers of soft drinks, sports drinks, energy drinks, juices and juice drinks, and bottled water and water beverages, supports the campaign, as does the International Bottled Water Association, among others, Soler said.
Individual bottled water brands behind the push include Aquafina, Dasani, Deer Park, Evian, Nestle Pure Life, Poland Spring and Zephyrhills, Soler said. The Brita water filter company also is on board.
Susan Neely, president and chief executive of the American Beverage Association, said staying hydrated is important and that "bottled water provides people with a convenient and popular choice."
Watertown, which is located midway between Milwaukee and Madison, is home to two companies that distribute soda and other beverages. Wis-Pak Inc. manufactures and distributes Pepsi-Cola products, including Aquafina. With about 200 workers, it is among the city's top 10 employers, according to the local Chamber of Commerce. The smaller 7-Up Bottling Co. is a family-owned beverage distributor.
Barbara Parish, president of Wis-Pak, said in a statement that the company is pleased that Watertown was chosen to launch the initiative. Parish said Wis-Pak has been part of the community for more than 40 years and is proud of the jobs and economic contributions it has provided.