Challenge• Flavored, sugar-free sparkling water• Produced in Wisconsin, USA

How to grow consumer base after 35 years as a

regional, unsexy product in crowded market?

Audience

Women

Health NutsDigital Savvies

Shed the Sugar Sweepstakes

InsightsSocial Media

Solidarity

Popular Online

Health Challenges & Communities

Avoiding Sugar &

Processed Food

Consumer Trends

Avoiding Regular & Diet Pop

To be healthy, happy

Audience Desires

To lose weight, be attractive

Interest and Invention

Communication Sustains InterestLeverages social media presence & solidarity • Sweepstakes news spreads • Inspires offline LaCroix

community

Inventions Trigger DesireFeatures aspirational images & prizes• Enjoying vacation with white bikini

& unique LaCroix flavor • Totes, sunglasses, and sunhats from:

Impact…fastest-growing brand is LaCroix, whose sales have

more than doubled in the last two years...second to Nestlé in U.S. Perrier-brand sales.

…succeeded with quirky marketing tactics. Unlike Coke and Pepsi, it avoids television advertising.

…relies on bright packaging, and social media where 20 flavors ranging from apricot to cran-raspberry have sparked passionate online debates and store treasure hunts.

From WSJ, “LaCroix bubbles up in sparkling water brand competition”, 2016