Client

Faygo Beverages

Industry

Ask

Brand Awareness

Objective

Making a Detroit Icon Loud Again—For Over 20 Years

The Challenge

Keep a 100-year-old regional soda brand relevant in a world obsessed with what’s new.

Faygo is more than a beverage—it’s a part of Detroit culture. But with new CPG brands flooding shelves, Gen Z chasing health trends, and attention spans shrinking, Faygo risked becoming a nostalgia act.

The challenge?

  • Reinvent the brand without losing its soul.
  • Drive excitement with limited budgets.
  • Build buzz for dozens of flavors, year after year.
  • And do it all while staying true to the city that made it famous.

The Strategy

Turn Faygo into a cultural signal—not just a soft drink.

TMV built a long-term brand platform that treats each flavor like a pop star. We leaned into what makes Faygo different:

  • Loud, unapologetic flavors
  • Iconic visual heritage
  • Detroit authenticity and street-level love
  • Rather than chase trends, we made Faygo the brand that flavors them—with personality-driven campaigns, influencer engagement, and storytelling that punches way above its weight.

The Execution

TMV serves as Faygo’s full-service AOR—developing and executing every major campaign touchpoint except PR.

  • Flavor Launch Campaigns: From Firework to Cotton Candy to Moon Mist, every new drop gets a unique campaign, visual system, and personality.
  • TV + Digital Video: From animated brand stories to anthem spots that feel like mini-movies, we build craveable content for all screens.
  • Social Media: Daily content, giveaways, influencer partnerships, flavor polls, and surprise drops—built to fuel FOMO and shareability.
  • Website Development: Dynamic homepage takeovers, flavor finders, microsites, and mobile-first UX to keep fans engaged.
  • Packaging & Merch: Designed labels, flavor kits, and fan gear that sells out fast.
  • Experiential: Most recently, House of Faygo—a downtown Detroit selfie museum/pop-up event that drew massive crowds and press during our latest flavor launches.
  • Retail Support: POS, display kits, flavor-themed activations, and QR-to-content strategies that tie in-store to online.

The Results

  • 20+ years as Agency of Record
  • Helped launch 25+ new flavors
  • Doubled Instagram following in 2 years
  • House of Faygo pop-up drew thousands and earned press from Free Press, Fox 2, and more
  • Consistently delivers cultural relevance + sales lift with limited media budgets

Transformed Faygo from legacy brand to cult-followed favorite

Do you know what you provide?

Contact TMV Group to discuss how we can craft a winning strategy for your institution or business.