La Croix is for Millennials.

We all know what La Croix is, right? In case you don’t know: La Croix is a flavored sparkling water brand that has been around since the early 1980s. It’s an American brand of carbonated water that originated in La Crosse, Wisconsin by G. Heileman Brewing Company and is now distributed by National Beverage Corporation (Wikipedia). La Croix currently has 21 flavors available in stores all around the country that can satisfy a variety of taste buds! The brand continues to grow their following and appeals to multiple generations, while aiming to stay authentic.

However, once the go-to drink for Midwestern moms, LaCroix has been around for decades but become a phenomenon among millennials in just the last few years. (Duran). La Croix’s past marketing tools have included micro-influencers which is why millennials are the new target audience for the brand. Now that millennials are the main character when it comes to the sparkling drink, I have a few tricks up my sleeve with how La Croix can market to this generation.

Millennials love being part of the conversation so La Croix’s social strategy should prioritize engaging with and posting for their audience members. La Croix should market to their target audience by emphasizing their values that millennials will resonate with and by making their campaigns adaptable and “post-worthy.” Inviting millennials to join the conversation by encouraging them to post content aligned with the most recent campaign will increase brand trust between millennials and La Croix! Marketing to this generation is essentially a win-win for everyone if the company takes advantage of the opportunity this generation provides.

La Croix should continue to be authentic in their values and promote their purpose, not their products, so that it can appeal even more to millennials. The brand should continue the conversation with millennials by responding to comments, posting user generated content, and retweeting tweets — this will attract the generation and keep the brand relevant.

Additionally, the brand needs to capitalize on their unique selling point. A unique selling point (USP) is a differential factor, which enables the business to distinguish itself from other competitors in the market place. As such, a USP is important as it provides more value for money to consumers who would be swayed towards opting for better goods or services (MyTutor). What’s La Croix’s selling point you might ask? La Croix has a lot of unique aspects about them but a few to mention about the drink is that it’s sugar free, all natural, and has specific packaging tailored to whatever the flavor is. These selling points are PERFECT for their target audience! Promoting a product that is healthy and is aesthetically pleasing will attract a majority of millennials.

It’s no secret that La Croix does a great job at promoting their products and their brands already, but they need to continue to retain the millennials they are currently attracting. They need to appeal to their current target audience by making their posts about their target audience, or just by inviting them to be part of the conversation. La Croix and Millennials is the perfect collaboration of our time.



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Graduate student at the University of Florida