it’s become the drink of the summer, a tin can of ... · food tradeshow the summer fancy food...
TRANSCRIPT
It’sbecomethedrinkofthesummer,atincanofflavouredwaterthatcomesin15differentflavours,frompassionfruittograpefruit–butmorethanthatit’snowasocialmediasensation-influencingtherealmsoffashion,artanddesign.
Wheredidthisnewdrinkcomefrom?Wellit’snotactuallythatnew,theAll-Americandrinkscompanyhasbeenaroundforover30years,sidesteppingtraditionalmarketing.Instead,ithasusedthestandoutdesign,fromitsiconicbluewordingtoitscolourfulcans,tobecomeimmediatelyidentifiable.It’sbeenashelfstapleforawhile,butthissummerit’sbeenpropelledintostardom.Partofthebrand’ssuccessliesintheproductdesign,andtheotherpartisthatthecompanywassavvyenoughtorealisethattheconsumerappetiteforwellnesswasbuilding,andconsumerswouldwanthealthybeveragealternativestosweetsodas.
Butthatwasn’tthefullbrandstrategy,theyalsoteamedupwithwellnessinfluencerswhobecamebrandambassadors-suchasDaniellaDraughton(thecompetitiverunnerandtriathlete)whoistheLaCroixRunningambassador.ThebrandcontinuedtoshowcasetheproductattraditionallocationssuchasthefoodtradeshowTheSummerFancyFoodShow,butalsoappealedtoGenZconsumerswithapresenceatCoachellaFestivalin2015,astheonlysparklingwateratJeremyScott’spoolsideparty,constantlybuildingthebrandcommunity.
Andwithallthingsthataretrending,thefashionandartworldhavebeeninfluencedbytheexcitementaroundthisbrandandarecreativelyreimaginingthedrinkingcans.Packaginghasneverbeensopopular.
DesignandretailstudioLot,StockandBarrelhavecreatedcustomisedLaCroixdenimjackets.
Readfullarticlehere:http://www.wgsn.com/blogs/lacroix-sparkling-water-design-success/