Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • July 2019
  • Case
  • HBS Case Collection

LaCroix Sparkling Water

By: Tomomichi Amano, Das Narayandas and Kerry Herman
  • Format:Print
  • | Language:English
  • | Pages:15
ShareBar

Abstract

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.
  • Educators
  • Purchase

About The Authors

Tomomichi Amano

Marketing
→More Publications

Das Narayandas

Marketing
→More Publications

Related Work

    • July 2019
    • Faculty Research

    LaCroix Sparkling Water (Abridged)

    By: Tomomichi Amano, Das Narayandas and Kerry Herman
Related Work
  • LaCroix Sparkling Water (Abridged) By: Tomomichi Amano, Das Narayandas and Kerry Herman
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College