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?
Keywords: Brands and Branding; Organizational Change and Adaptation; Industry Structures; Food and Beverage Industry;
Citation:
Amano, Tomomichi, Das Narayandas, and Kerry Herman. "LaCroix Sparkling Water." Harvard Business School Case 520-014, July 2019. View Details