Why Cocktail Carly, Influencer Isabelle, and Fitness Francine are LaCroix’s Target Market
I will admit it: I love LaCroix. I constantly have some stocked in my fridge and love to sip it while cooking, working on homework, or even just to have a spa day at home. And while their beverage is not only tasty, but they have also figured out how to target their audience through social media and marketing.
When scrolling through LaCroix’s website, there wasn’t any information about who they are, but provided where you can buy their drinks and social media links. Through some research, their target market is aimed primarily towards millennials, Generation Z, and any young adult that wants a healthy carbonated beverage or who just likes seltzer. Thanks to Numerator, they have provided a lot of details talking about the market of LaCroix, including demographics, time of day, brand affinity, and more. For example, they say that 37% of LaCroix shoppers make their purchase in the afternoon, which helps them to market to their audience at the correct time.
What I found to be unique about the brand and how they market towards their target market is by posting curated content and also using platforms that are mainly curated content based. For example, they have a SnapChat, which I think is smart since people are sending photos of what they are doing throughout the day, so they may see an advertisement for LaCroix or even see it in a friend’s picture that they snapped. Also, they created a Spotify account, which is super unique so you have some tunes to listen to while sipping on your bubbly beverage. On their Instagram, Pinterest, and Twitter, they have created an aesthetically pleasing feed where it displays bright and colorful pictures of the product and how their customers are using it. While I haven’t seen traditional advertisements from them, they are marketing through curated content, which I believe aims towards the target market that they have since it shares the drink as being a part of the experience and creates a unique selling point for the brand. People today are looking for more than just an advertisement: they want a story to be told and to utilize emotions through it. Having a unique selling point for a brand like LaCroix is important because it helps people to be able to remember the brand beyond the advertisements that they have.
Besides the way that they use curated content and create their own content on their social media platforms, LaCroix also uses influencers to market their brand as well. This is the way that I would continue to market their company because it has brought success towards driving the target market of younger generations since they spend a good portion of their day on social media. Also, these influencers have built a relationship with their followers, so the chances of purchasing something that is recommended by the influencer could lead to bigger sales.
I have developed 3 different brand personas that can assist LaCroix with who they should be targeting. First, I created Cocktail Carly because she is someone who wants to have a fancy drink without the alcohol or uses it towards making cocktails for her friends, where LaCroix provides recipes on their website for people to try out with their product. Next, I created Influencer Isabelle because she is someone who markets LaCroix already within her social media posts and has a similar color palette as the brand already. Finally, I created Fitness Francine who is a mom that loves sharing about fitness and nutrition where she can bring a beverage that is tasty and enjoyable.
Overall, LaCroix has developed a great unique selling point and target market through the use of curated content and social media platforms.
