Absopure and Pure Michigan Announce Partnership

Michelle Grinnell
517-241-0251

Monday, March 17, 2014

PLYMOUTH, Mich., March 17, 2014—Plymouth, Mich.-based Absopure, a family-owned company that has been bottling and delivering fresh, all-natural Michigan spring water for more than 100 years, announced today 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,” said 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.”

About Absopure
Plymouth, Mich.-based Absopure, one of the top 10 water companies in the United States, founded in Detroit in 1908, makes and distributes bottled water and water cooler products (including natural spring, steam-distilled, purified, Cap10 sparkling mineral and natural fluoride infant water). Absopure also offers coffee as part of its home and office refreshment delivery services in the Midwest, and is a leader in recycling plastic bottles. For more information visit www.absopure.com.

About Pure Michigan
Pure Michigan is a brand representing business, talent and tourism initiatives across Michigan. These efforts are driven by the Michigan Economic Development Corporation, which serves as the state’s marketing arm and lead advocate for business growth, jobs and opportunity with a focus on helping grow Michigan’s economy. For more on the MEDC and its initiatives, visit michiganbusiness.org. For Michigan travel news, updates and information, visit michigan.org.


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 Absopure
ABSOPURE CONTACT: Whitney McGoram
248.258.2333
wmcgoram@identitypr.com  

MEDC CONTACT: Michelle Grinnell
517.241.0251
grinnellm@michigan.org  
 

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