LaCroix Lifestyle

In a very health conscious world, we’ve seen a boom in soda alternatives on the market. No specialty drink sticks out more or has such a cult following than LaCroix. Their drinks offer a refreshing soda alternative that delights those who are a part of the health conscious public. According to their website the drinks are “innocent” which they have translated to mean free of any additives, sugar, and chemicals that come with traditional diet or regular sodas. One of the unique selling points of this sparking beverage (besides its lack of bad for you additives) is the “lifestyle” that the company has manged to build into their brand, painting a very accurate picture of who their consumers are. In addition to general information on their website, they also have links to Instagram posts from their consumers and their employees, showing what the LaCroix lifestyle is all about.

Based on their current marketing strategy and the brand they’ve built around this flavored sparkling beverage I would say their target market is rooted in those who are health conscious and care about what is going into their bodies. While health conscious individuals are the basis of LaCroix’s target market, it by no means stops there. Based on their presence on Instagram and their focus on the bright and aesthetically pleasing cans, I would say LaCroix is attempting to target millennials and young adults who place value in how “instagrammable” the products they consume are. By adding this additional value to the product companies are able to add something more to their product without changing the product itself.

Further focusing on the branding of the flavored drink itself, it seems to be more targeted towards females than males. The aesthetic of the product itself definitely leans more towards the feminine side and appeals to the young health conscious female more so than the males. This also ties back into the idea of having a product that makes a statement about the type of lifestyle the consumers of that product have. The lifestyle that LaCroix is trying to appeal to both on social media and their website favors the young millennial woman more than the millennial males.

Overall, LaCroix does an excellent job of appealing to their specific target market and I would continue to use the “lifestyle marketing” that they do. By branding the product in a way that consumers tie part of their identity to the product, companies are able to have great success in creating brand loyalty and a strong brand identity.

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