La Croix
Passing through the grocery store, I know you’ve seen a display of LaCroix sparkling water and if not, what grocery store are you shopping at?! LaCroix was created by G. Heileman Brewing Company back in 1981 based in La Crosse, Wisconsin. Its unique name derived from the “La” of the city La Crosse and the “Croix” from the St. Croix River that borders Wisconsin.
La Croix is a seltzer drink that contains no calories, sweeteners, sodium, or artificial sugars. They have an array of flavors to choose from including: Limoncello, Pastèque, Hi-Biscusi, Key Lime, Tangerine, Apricot, Mango, Passionfruit, coconut, Pamplemousse, Peach-Pear, Berry, Razz-Cranberry, Lemon, Lime, Pure, and many more.
Unique Selling Point
La Croix’s unique selling point is remaining a sugar free soda that has additives or chemicals like their competitors. They like to embrace a healthy lifestyle and promote clean eating to their customers.
Target Market
After La Croix figured out their unique selling point that makes them stand out from others, they then need to find their target market, which is millennials. According to Pew Research, over half (55 percent) of 18 to 29 years old’s are active on La Croix’s Instagram, which is their biggest platform. With 180,000 followers and counting, Lacroix is in very good standing social media, especially with the content they post. Because of the bright colored packaging, the images taken by customers look as if they’re holding a stylish accessory instead of a soda can.
Another way La Croix targets millennials is by being social media friendly unlike its competitors, Pepsi and Coke who spend millions on tv commercials. In order to stay with your target market, you have to make sure your promotions are compatible with the age range. Social media is geared towards millennials, while television is geared toward the later generations.
After doing my research, I gathered that the marketing La Croix uses is psychographic segmentation. I can tell by their use of micro-influencers to drive engagement to everyday people. This shows that La Croix based their posts on social class, lifestyle, personality, interests, and values.
How I would market to their target market?
If I were a part of La Croix’s company, I would most definitely continue doing what I’m doing when it comes to their content on social media. The use of micro-influencers are a great choice in promoting inclusion within the brand, so that everyone feels they can not only drink it but show it off.
The Importance of a Target Market
It is extremely important to be aware of your audience when trying to sell your product. Adjusting your message, purpose, and marketing to fit the needs of those individuals are key to becoming successful. La Croix is a perfect example for how you should market your target audience. From the content to you post on Instagram to the packaging of a product will be the deciding factor as to what demographic you’re going for. Offering the very needs of that demographic are the true key a very successful, such as La Croix.
