Brand I'd Like To Rebrand: LaCroix

TalentZoo.com | Beyond Madison Avenue | Flack Me | Digital Pivot

Archives | Categories

By: Diane Levine

Do you ever have a product that you know and love and use all the time despite the fact that you can't stand certain things about the brand? For me, it's LaCroix Sparkling Water. Why? Because everything about it — from the pastel palette to the swishy, right-tilted type to the colorful brushstrokes to the soothing beach scene on their website — makes me think of old-school feminine hygiene products. The kind they used to feature in the movies they terrorized us girls with in sixth grade. The kind that came with belts and wings and other attachments. This is the last association I want in my head when I'm reaching for a refreshing beverage.

So La Croix, maybe it's time you updated your look. Think more "modern woman," not "menstrual cycle." Though I admit, it is kind of amusing to refer to your thirst-quenching sodas as "sparkling tampons" around the house.

blog comments powered by Disqus

About the Author

Diane Levine develops campaigns and writes killer copy for advertising agency, Think Creative. She also blogs, tweets, and writes about meat. Find her here.

Beneath the Brand on