LaCroix & their target audience

In the past few years LaCroix has become popular, but I remember in the late 90’s and early 2000’s when it wasn’t the hit drink it is today.
When I was growing up, my grandfather desperately loved soda, but was diabetic and couldn’t handle all the sugar, so he turned to LaCroix. LaCroix had flavor, the sparkling effect he so desperately wanted and best of all was sugar free. I think since my early childhood, LaCroix has reimagined itself as a company. In the past few years, the company has started marketing to younger people, especially millennials. This is prevalent when you look at their social media and their website.
A unique selling point
According to Optimizely, a unique selling point is important because it’s what sets you apart from your competition and also why your buyers decide to invest their money with your product verses a similar product.
I think personally the one unique selling point to La Croix is it’s sugar free and also all natural. You can easily find sugar free sodas, but they’re usually filled with all kinds of chemicals. La Croix is not. Because of that, I really think the product is unique and sets itself apart from similar products.
Targeting the right audience

One thing La Croix has figured in the past couple of years is how to target their key audience, which is millennials and young adults. You can see it clearly when you look at their social media, which is filled with young people, posing with the company’s products and items with the company’s logo.
Personally, I think La Croix has recently been targeting the younger generations because they realize that millennials and the generations that come after are very conscious about what they put into their bodies. Not only do these groups want something without sugar, they also want it without chemicals that are harmful, which La Croix does well.
How to reach the right market
While La Croix is doing a great job reaching their target market, I think something they should focus on more is advertising to their target audience. For example, Bon & Viv, a spiked seltzer company that I happen to love and found out about them through Hulu does a really good job about advertising to millennials through the proper means. I’ve seen at least 30 Bon & Viv commercials in the past few months while streaming tv, but never a commercial for La Croix. I think that’s a missed opportunity for them.
Another avenue to reach their target audience I think would be to advertise on social media more. So much of what I put my money towards is based on what I see on social media as embarrassing as that is. I think if La Croix overall did a better job with advertisement, they’d really be in a much better spot.