Generating Awareness About a Historic Partnership Between Two Michigan Brands

Identity develops an integrated PR campaign to help announce Absopure’s partnership with Pure Michigan.

Our Approach

Absopure Water Company, a Michigan-based company with humble beginnings dating back to 1908, has been bottling and delivering fresh Michigan spring water for more than 100 years. As a company committed to delivering a high-quality, pure, Michigan-made product, Absopure pursued an exciting partnership with the Michigan Economic Development Corporation’s (MEDC) award-winning Pure Michigan travel campaign and turned to Identity to generate awareness about this historic partnership.

To ensure this announcement received maximum exposure, Identity developed an integrated campaign that combined media relations and social media to raise awareness, generate media buzz and engage with Michigan residents and potential Absopure customers in a meaningful way. Through carefully crafted messaging, media outreach and the creation of a consumer-focused social media contest at the core of the campaign, we raised awareness about Absopure’s rich history as a Michigan brand in a unique and compelling way.

Results included hundreds of news organizations covering the announcement, including multiple radio mentions, print stories and coverage by the Associated Press that was subsequently picked up by news outlets nationally, as well as a feature during a live-from-the New York stock exchange segment on Detroit’s NBC affiliate, WDIV.

To further amplify Absopure’s partnership with Pure Michigan, Identity collaborated with Pure Michigan’s social media agency to cross-promote the contest on their various social channels. The contest was shared thousands of times and generated entries from pre-existing fans, as well as a previously untapped Facebook audience, further expanding Absopure’s social media presence.

absopure facebook image

What We Did

Identity deployed the following strategies and tactics in order to achieve success:

  • Media Relations & Marketing

    • Message Development
    • Media Relations
    • Media Training
    • Community Relations
  • Social Media

    • Contest Creation
    • Community Management
    • Social Media Advertising
    • Reporting and Analytics


  • 200+media stories generated via strategic media relations
  • 4,400+ social media shares by fans promoting the contest
  • 1MarCom Gold Award for Best Social Media Campaign