Beverage Packaging / Vertical Markets / Product of the Week

Michigan water brand launches package featuring home state

Absopure company to showcase Pure Michigan packaging and marketing throughout the Midwest, launches social media contest to celebrate

March 20, 2014
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Plymouth, MI-based Absopure, a family-owned company that has been bottling and delivering fresh, all-natural Michigan spring water for more than 100 years, announces a new partnership with the Michigan Economic Development Corporation (MEDC) and the award-winning Pure Michigan campaign. Absopure's director of marketing, Frank Zolenski, made the announcement.

Beginning this month, 24 and 35 packs of Absopure Natural Spring Water—available at retailers throughout the Midwest, including ACO, Gordon Food Service, Meijer, Spartan Stores and hundreds of others—will carry new packaging co-branded with Pure Michigan that will celebrate Michigan's natural beauty and recognize Absopure's century-old Michigan roots. In the coming months, additional Absopure products in markets nationally will adopt the Pure Michigan co-branded imagery.

"As a Michigan-based company producing a Michigan product, Absopure embodies the entrepreneurial spirit of our great state's history. We see this as a perfect partnership 100 years in the making," says Zolenski. "We are excited to promote the unique and beautiful state of Michigan as a great place to live, work and play through this powerful, highly-visible collaboration with the MEDC and Pure Michigan."

Absopure and Pure Michigan will also release co-sponsored billboards, radio and TV advertisements, as well as social media initiatives including a "Pure Michigan Moment" Facebook contest. The contest, launching today and running through April 7, invites consumers to submit photos of what represents Michigan to them for a chance to win a weekend getaway to one of the state's greatest vacation destinations, Grand Traverse Resort and Spa in Traverse City. The winner will receive a family fun package that includes two nights of free accommodations, four complimentary breakfasts, sweet treats from Dylan's Candy Bar, 20 arcade tokens and an additional $100 gift card to spend at the resort.

 "This partnership brings together two terrific Michigan brands—Absopure and Pure Michigan—and provides an opportunity to expose a new national audience to our state," said George Zimmermann, vice president of Travel Michigan, part of the MEDC. "This co-branding reinforces the Pure Michigan messaging delivered by our regional and national advertising." 

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