LaCroix
Strategy
After facing challenges in maintaining consumer trust, LaCroix Sparkling Water needed a strategy approach to rebuild its credibility and reinforce its position as a health-conscious beverage. The goal was to win back consumer confidence by addressing misconceptions and reinforcing LaCroix’s positive qualities.
To achieve this, we tapped into our extensive network of nutrition experts, recruiting them as brand advocates across 10 key media markets. These credible dietitian influencers were strategically positioned to promote LaCroix during seasonal moments and health-focused discussions, providing expert validation and reinforcing positive messaging about the brand’s benefits. Key strategies included:
- Expert-Led Messaging: Collaborated with nutrition experts to craft messaging that highlighted LaCroix as a healthy, refreshing choice with no added sugars or artificial ingredients.
- Regional Influencer Activations: Engaged dietitians to generate local media coverage and influence consumers in key markets.
- Proactive Media Engagement: Armed influencers with tailored response tools to address any potential concerns and correct misinformation while promoting LaCroix’s positive health attributes.
- National Outreach: Coordinated with national media outlets to secure high-impact placements, reinforcing LaCroix’s credibility across broader audiences.
Results
Our regional influencer activations and proactive media outreach successfully elevated LaCroix’s brand perception, generating significant media coverage and rebuilding consumer trust:
- Multiple media placements in key markets, securing high-quality press coverage and positive consumer messages.
- Influential coverage in top-tier national outlets, amplifying LaCroix’s reputation as a healthy, trustworthy brand.
- Increased consumer confidence, with messaging that drove purchase intent and bolstered LaCroix’s standing in the sparkling water category.
By leveraging expert dietitian influencers and targeted media engagement, we restored consumer trust in LaCroix, positioning it as the go-to sparkling water for health-conscious consumers and ultimately boosting brand credibility and sales.
Image Source: lacroixwater.com