LaCroix Sparkling Water (Abridged)

Name: LaCroix Sparkling Water (Abridged) (English version)
SKU: 520015

Amano, Tomomichi; Narayandas, Das; Herman, Kerry

Product #:520015

Supplier:Harvard Business School

Discipline:Marketing

Details:Case (PDF) • 10 pages • 2019-07-22

Subjects:

Marketing Sales and marketing Sales and marketing Marketing

Industries:

Food and beverage sector

Your Price:

$12.40

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Launched in 1981 as an "all occasion" sparkling water brand, LaCroix Sparkling Water has had a number of ups and downs as a brand. After being purchased by National Beverage in 1996, the brand was re-positioned as a new, colorful, fun alternative to the other sparkling water players at the time. As time passed; however, the brand was faced with internal turmoil as well as shifting customer expectations. How did LaCroix react to change both within the company and within the industry?