Half of Americans drink at least one soda every day. Overconsumption of sugar contributes to the current epidemic of obesity, heart disease, and types of diabetes. But many people don’t realize how much sugar they’re actually drinking. Brita, a water filtration brand, set out to show them, with the goal of convincing them to choose water instead of sugary soda.

#choosewater became a nationally trending Twitter topic the week of the launch, earning 31 million+ impressions through PR and social media channels alone. And as a result of the campaign, Brita saw its first share and volume increases in 2.5 years.