In my “Marketing Communications” course at UW-Madison, our group was tasked with creating a brand extension and crafting an advertising campaign for it. We decided to target LaCroix’s existing brand community and penetrate the hard seltzer category. The following graphics are the mock-ups I created for the packaging and different advertisements.
Packaging
The inspiration for the hard seltzer can came from LaCroix’s already iconic design. While maintaining the vibrant colors the brand currently uses, the new can also has more negative space to allow consumers to differentiate between their sparkling water and hard seltzer.
"Find Your Flavor" Campaign
Our group wanted to express how each person’s passion is as unique as their favorite LaCroix flavor. In an effort to increase exposure and gain the attention of our target market, we developed several advertisements to be placed in channels millennial consumers frequently use.
Paid Instagram Stories
Instagram is a great platform to reach our millennial target market. By using Facebook Advertising and a thorough paid social strategy, the brand can easily segment consumers and increase exposure.
Additionally, depicting active individuals implies LaCroix Hard Seltzer is one of the most healthy alcoholic beverages on the market. Low calories and great, refreshing taste is what young, active individuals look for in an alcoholic beverage.
Video Advertisement
Over-The-Top (OTT) or Online Video (OLV) advertising is becoming more important with the increasing number of digital platforms and streaming services available to consumers. Our video advertisement would be implemented in OTT and paid social strategies. This ad would appear in media channels like YouTube, Hulu, Amazon Prime Video, Facebook, and Twitter.
This spot is a “slice of life” ad that attempts to situate the brand socially. By depicting the brand in a social setting, consumers perceive it as being able to fit into their own reality.