Growing up with a German mother, I was raised drinking sparkling water. We would buy it by the bottle, usually a Kroger or Publix brand, and store it under the sink. Anytime my friends would come over we’d offer them some, but they always replied with a no thank you because it “tasted gross.” This was the reason why it caught me by surprise when those same friends started purchasing Lacroix by the case.
Digital marketing played a large role in the growth of Lacroix. The company started by targeting millennials through Instagram. The former digital strategist, Alma Pantaloukas, says the brand is trying “to inspire [millennials] to use our products in many different ways and/or stages in life.” They focused on being active on the app, which included posting photos, replying to fans, and keeping up with what is currently trending. For example, Lacroix used the popularity of the Whole30 diet by hash-tagging some of their pictures as #whole30approved. They also encourage consumers to take pictures with their Lacroix and share how they #livelacroix. The bright colored cans and artsy designs make it easy to photograph, and the brand will repost some of the most popular pictures and feature them on their website. In a span of 8 months in 2015, the company was able to gain 7 times as many followers.
One of the most important parts of Lacroix’s strategy is the use of micro-influencers. Instead of sponsoring users with millions of followers, they send vouchers for free cases to users with as few as 150 followers. By focusing on instagram users who have mostly thousands of followers, it creates a sense of community. People start to see friends and colleagues posing with the drink, and are then more likely to purchase it themselves. It’s a smart tactic, and saves the company a ton of money.
Now is the time for my opinion; Lacroix is overrated. I see nothing special about the brand other than the design on the can. I still drink seltzer water daily, but I buy the off market brand where I get 12 cans for $2 rather than 8 cans for $3.50. I know I may just sound cheap, but I’ve never been a fan of flavored water in the first place. Just give me the plain seltzer water, and I’ll be happy. Lacroix has done an impeccable job of making millennials think it’s something special or that they automatically become cooler by drinking it. Here’s a round of applause for their digital marketing team, but I assure you, you will still never find me drinking a can. Yes, I am a hater.