La Croix: The fashionable drink
Kaylin Bailey
Everyone is buzzing about La Croix, and it’s easy to understand what the hype is all about! La Croix is a naturally-flavored sparkling water with zero added sweetners. With a variety of flavors ranging from coconut to pamplemousse, there is certainly a flavor for every palette. Its wide range f flavors are fun and completely guilt-free, given that each can is gluten-free, vegan, and non-GMO.
La Croix’s Unique Selling Point
Not many drinks, especially non-alcoholic ones, can come across as fun and fashionable. La Croix has done a great job at marketing itself as such. With their vibrant designs on their cans and fun flavors that are sure to spice up a hot summer’s day or bring a pep to your step mid-day, the drink has successfully branded itself as a happy-go-lucky drink. Why settle for boring and normal water when you could add a little bit of flavor to your life?
Target Audience
La Croix’s audience should be preppy college students and/or affluent stay-at-home moms in their 30s. These are the type of people who love to add flavor to their days and styles. A drink is part of their style, and if they are mindful of their health, then even better! No one likes to tarnish their diet with alcohol are sugary drinks, especially most preppy greeks in college or young moms who are watching their figures.
I’d reach this target audience by investing in targeted marketing campaigns aimed as 18–24 year-olds in college towns and 24–30 year-olds living in affluent neighborhoods. I would include carousel ads that show the various recipes La Croix has on its website or simply highlight some of its most exciting flavors, like Coffea Exotica and the Cubana. This is sure to make the audience exciting about getting out and trying these flavors.