La Croix overtaking soda during slump
Tom Dougherty, CEO – Stealing Share
14 December 2016
La Croix is a hit, but it needs to beware of getting cute
My son threw a birthday party for his daughter this weekend. As usual, he had drinks for the guests, like soda, beer and bottles of water. Also, he had a 48 pack of La Croix. About halfway through the party, I looked around and found that every adult in a crowd of 35 had a can of it in their hands. Including myself.
“Since the brand is on such a winning streak, the strategy behind its website (mylacroix.com) is off brand.”
Nobody wanted beer – and he had good brews, too. The soda remained untouched – not surprising as the industry is in big trouble. Rather, cans of lemon-lime, tangerine and grapefruit were consumed one after the other. I went back to his refrigerator to find only two cans remining. But I held off taking one and saved them for my son and his wife.
Clearly, these were a goldmine.
La Croix has become a drink of choice.
La Croix has a good thing going. In fact, it’s so popular that the company has released a holiday sampler pack. Mind you, this is sparkling water, people. It’s not Sam Adams or Blue Moon. I am even excited to try the variety pack. Go figure.
Since the brand is on such a winning streak, the strategy behind its website (mylacroix.com) is off brand. There, anyone can create their own La Croix can. You can create flavors, like this one created by @owlsquid entitled, “Jet Ski Saucier.” But if this sounds like a stupid concept, that’s because it is.
Don’t tamper with a winner.
The La Croix brand is on fire. And people love it. In fact, the multitude of flavors offered is appreciated too. However, a platform like mylacroix.com must be stymied as it belittles the strength of the product.
Nobody but the minds behind La Croix should tamper with the product. Even if mylacroix.com is in jest, it shouldn’t exist because it lessons the magic surrounding the sparkling water brand.
Talk about magic. I’m writing this blog with a passionfruit La Croix beside me.
Go Boldly Tom Dougherty, CEO - Stealing Share 21 September 2017 Go Boldly American Biopharmaceutical Companies Go Boldly, the marketing arm of the American Biopharmaceutical Companies, has launched a new TV campaign. It is perfect branding? It just might be. The key...
The Equifax hack Tom Dougherty, CEO - Stealing Share 20 September 2017 Equifax waits six weeks, blows its brand promise Data breeches suck. No one appreciates it when hackers break into a company and retrieve your personal information. Then you change passwords,...
Rolling Stone magazine Tom Dougherty, CEO - Stealing Share 19 September 2017 Rolling Stone magazine seeking change with sale Last week, my oldest son wrote a guest blog. His post, something special to his heart, highlights the music review site, Pitchfork. I...