Icelandic Glacial and NKF Cause Partnership

Diet and nutrition play an important role in maintaining kidney health and managing disease progression.  Water, in particular, is essential to health.  Drinking a sufficient amount of water provides a number of health benefits (e.g. improve texture of skin, help with weight management, etc.), including keeping your kidneys healthier. Kidneys need water to cleanse the body and remove waste from the blood.

The NKF and Icelandic Glacial collaborated on a month-long cause promotion during Kidney Awareness Month (March, 2019), with 10% of online sales donated to the NKF

The campaign was designed to raise awareness for the benefits of drinking water to keep kidneys healthy. Promotional support included the development of custom, co-branded, educational content around the role of water in promoting healthy kidneys. Messaging leveraged the NKF’s Heart Your Kidneys brand campaign. Icelandic created bold graphics to showcase different facts about the importance of kidneys in maintaining health, as well as the prevalence of kidney disease.

A joint press released kicked off the effort to spread the word in both health industry and beverage trades. Extensive outreach was conducted throughout the month across respective social channels, newsletters and websites, including a homepage feature. NKF provided hyperlinks in its messaging, including a call-to-action to drive traffic to Icelandic.