Plymouth-based Absopure, a family-owned company that has been bottling and delivering fresh, all-natural Michigan spring water for more than 100 years, has a new partnership with the Michigan Economic Development Corp. and the award-winning Pure Michigan adverting campaign.
Beginning soon, 24 and 35 packs of Absopure Natural Spring Water 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,” said Frank Zolenski, director of marketing. “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.”