In 2014, the Coca-Cola Company and partners set out to lead a global sustainability movement to inspire their customers to protect water. We created a social media phenomenon to build the movement on World Water Day.
The “Toast to Water” called on people to take a selfie with a glass of water and share it with others. A website, video campaign, social posts, and paid media supported spread of the campaign, which created a huge influx of participation. Notable figures, including Colin Powell, posted their own toasts—along with more than 4,000 people and 136,000 online interactions in 50 countries.