In the first case study in our ongoing cult brand series, we took a look at how YETI Coolers generated more than $500 million in revenue in just three years. In the second installment of this series, we will be examining another company with a robust marketing strategy, La Croix Sparkling Water.
La Croix is an American sparkling water company, but the beverage has quickly made itself a name that is known in both homes and offices across the country, even surpassing its chief competitor--Perrier--in sales over the past two years. Although the company has been around since 1981, it has been only recently that the brand has risen to such notoriety, chiefly through their impressive digital campaigns. The company saw net sales grow from $646 million in 2015 to $827 million in 2017, as well as a profit increase from $49.3 million to $107 million over that same period.
So how did La Croix do it? Doesn’t everyone market on social media these days? Perhaps, but not every company passionately engages with its followers. On a daily basis, the La Croix account actively comments, likes and interacts with any user that tags them, as well as features followers who use their branded hashtags such as #LaCroixlove and #LiveLaCroix in posts. This practice not only gives the account a more authentic feel but also gives followers a sense of community.
The company also shies from being perceived as a snobbish drink, a reputation that has befallen many of its competitors; something they have achieved by going for more bold and colorful labeling as opposed to the traditional clean and straightforward packaging employed by companies like Perrier and Dasani. Additionally, La Croix has gained much popularity with the public by branding itself as the healthier alternative to sugary sodas. With more than 20 flavors, the drink has become a lower-calorie option for those craving a pick-me-up throughout their day, or even using it as a cocktail mixer.
While some people speculate how long La Croix can continue its meteoric rise to the top of the sparkling beverage industry, continuing to engage with La Croix followers will secure the brand loyalty they need to stay afloat. Engagement is something that we at Enrich My Brand strive to accomplish every day on our social media platforms, so we know a thing or two about staying active. You can check out our Instagram feed to learn how we remain relevant and visit our site to learn more about what we can do to help grow your company.