Given the growing list of competitors in the sparkling-water category, LaCroix needed a sustained, targeted presence in priority markets, focusing near retail districts and convenience stores by transit hot spots where LaCroix is sold, to insight consumers to stop in and pick up a refreshing beverage on the go.
LaCroix executed an expansive 13-market Large Format Transit and Experiential campaign, scaled across major DMAs. The campaign lights stayed on for a total of 15 weeks, guaranteeing all eyes on LaCroix for the peak of Summer. To boost awareness on scorching Fridays, LaCroix brand ambassadors gave out free samples all over NYC. And to really influence the influential, LaCroix gifted some lucky Hampton Jitney riders with bags full of branded summer essentials on key holiday weekends