Lacroix Essay

LaCroix is the Beyonce of the beverage world, rising from a humble niche market to absolute domination and saturation in a short time. Starting in Wisconsin in the 1980’s, LaCroix appealed to the “health-conscious, budget-wise women in middle America” (Nelson, 2016). Now, LaCroix can be found in every college student's fridge, hip office, and beyond. So how did a product lay essentially dormant for decades, and then within a year or two burst into every store in America? A key appeal of LaCroix is obvious: taste and flavors. LaCroix features “12 core flavors…[and] bubbles [that] are small and frothy rather than spiky — a Vinho Verde, not a cava — making it easy to put away a couple in one sitting, totally guilt-free” (Choi, 2015). Here LaCroix has strategically taken a page out of the book of the soda industry with its diverse offering of flavors. There is something that appeals to every consumer without it being overwhelming. Flavor choice is yet another aspect of LaCroix that allows consumers to send messages about themselves to others. This leads to the more important and subliminal benefits that LaCroix offers. …show more content…
That need may die out and be replaced with something better, but it won't burn in the same way as the Ice Bucket Challenge and Justin Timberlake's bleached hair tips. Its foundation is very different from what made those things pop in and out of our culture. LaCroix is partially riding the trend away from soda and following the large segment of consumers who are looking for healthier options. There definitely is a segment of consumers that LaCroix is a fad for. Any product that allows for expression will not be a permanent fixture in every loyal consumer’s life. As people change so will what they consume. Those consumers that prize certain benefits may not value those things in the future as much as they do now. LaCroix is beyond a fad, it is a result of organic growth that just happened very