LaCroix’s rise from the favorite fizzy drink of middle-aged Midwestern mothers to a nationwide millennial sensation is a study in the art of savvy marketing and re-branding. It goes hand in hand with the nations shift from sugary sodas to zero-calorie, sugar-free drinks.
Even though LaCroix had an extremely limited marketing budget, their grassroots push seriously paid off big. It allowed the brand to take an increasing market share from rivals. AND it grew much faster than big-name sugary sodas. This is the story of how this fizzy water took the nation by storm.