Case Studies

Client:  Faygo Beverages

"Information with a Pop! Campaign"

Situation:
Faygo Beverages, a Michigan icon, retained Berg Muirhead to help it raise its public profile after a number of years of maintaining a low key approach to public relations.  The effort came at the same time Kroger, a national grocery chain, decided to stop carrying Faygo Beverages on its shelves.

Strategy:
BMA developed an award winning campaign entitled “Information with a Pop!”  Press kits were inserted in a large canister with a bottle of Faygo Redpop inside and were hand-delivered to news media outlets, state and city officials, business and religious leaders and groups interested in Detroit history. The label on the canister duplicated the Faygo 12 oz. can label, with the Faygo logo and the phrase “Information with a Pop.”  The distribution generated a number of news articles as well as considerable discussion among community leaders in Detroit. 

Results:
In the August 2003 HOUR Detroit Magazine Jim McFarlin wrote, “With the help of Detroit-based PR firm Berg Muirhead and Associates; Faygo launched a major targeted campaign to help Kroger understand the esteemed position its beverages hold in the hearts of Michiganians in general and loyal Detroiters in particular.”  By April, Faygo was on sale again at Kroger’s 113 Michigan supermarkets.