LaCroix Target Marketing

LaCroix is a sparkling water beverage company. They create multiple unique naturally essence sparkling water flavors. They target multiple markets however, their main target market are millennials who want to make healthy choices, but still want to enjoy a carbonated beverage without the extra sugars. LaCroix is a fantastic alternative carbonated beverage that causes consumers to think and feel they are making a healthy choice.

Target Market

LaCroix’s target market is active on the go millennials with a healthy lifestyle. They are conscious of the food and beverages they consume and how it will impact their health. The on-the-go healthy millennials like knowing LaCroix is sugar free and has natural ingredients. It is also an easy drink to grab and go as it is sold in a can. When reviewing LaCroix’s current social media campaign and posts it is clear to see the target market are millennials. LaCroix shares user generated content posted by millennials and uses millennials in their advertisements and social media posts for followers to see.

How to Market their Target Audience

LaCroix can market to their target audience in multiple ways via social media as millennials are active on social media platforms. Digital Media Ninja says “79 percent of millennials use social media more than daily.” It is also important to considerate they are on multiple social media platforms. Facebook is still dominating at the number one used social media platform, per Search Engine Journal. Instagram is player in the importance of having a social media presence as well. Instagram has over 1 billion users and 70 percent of users are under the age of 35 per Business of Apps.

For LaCroix to target their market audience they need to create engaging content and inspire followers to create their own content by sharing LaCroix. Millennials like to share on social media and people are more willing to try something new recommended by a friend. LaCroix needs to continue in sharing user generated content on their feeds. Another way to target their market is to post on their stories and cause users to engage with the content. They can create engaging content by asking questions, creating polls, or having followers submit questions to LaCroix.

Another form of engaging content could be live videos on Instagram and Facebook when revealing a new flavor. They could use social media influencers that can assist in building the hype for the new flavor social media live reveal. LaCroix could also host a giveaway by sending a case of the new flavor to live viewers on social media. This will increase views and cause comment engagement.

Unique Selling Point

LaCroix’s unique selling point is that they are naturally essence sparkling water. All of their carbonated beverages are sugar free and flavored naturally. They also have little to no chemicals in their beverages. LaCroix is also unique in creating different flavors than competitors.

Important For the Target Audience to Know

It is important for the target audience to know and feel valued by LaCroix. This helps them build a connection to the brand and continue following on social media and purchasing the product. LaCroix does this well in sharing user generated content and creating a comradery among their followers on social media.