The Risk LaCroix Took Against the Norm
Ever fall in love with a hole-in-the-wall restaurant with a menu so poorly designed you can barely read it—but somehow, changing it would ruin the whole vibe?
That's how I think about LaCroix.
LaCroix has been around since 1981, though back then it was a small, regional sparkling water brand.
In 2002, its parent company, National Beverage, decided the brand needed a new look. They brought in designer Lyle Zimmerman from Alchemy Brand Group, known for work on brands like Coca-Cola and General Mills, to create a fresh design.
Zimmerman came up with 20 different designs, ranging from sleek and minimalist to a wild, retro-inspired splash of color.
Turns out, the direction the LaCroix team liked the least was the most beloved among consumers in testing. National Beverage took a bold move and went with it.
For almost a decade, the quirky label quietly sat on shelves, until 2010, when health-conscious millennials started reaching for LaCroix as a playful alternative to sugary sodas. With zero calories and a fun, nostalgic design, LaCroix felt like a fresh discovery.
By 2015, LaCroix had become a pop culture icon, with everything from Halloween costumes to Instagram posts celebrating the brand. Revenue shot up to $226 million that year.
And it wasn’t just visually memorable—it was scientifically engaging. In an eye-tracking study, LaCroix’s cans were the first ones spotted on the shelf by over 80% of participants, beating nearly every other brand for shelf visibility.
Without any big ad campaigns, LaCroix’s unique, neon-hued look and social media following helped it capture a whole generation that valued authenticity and discovery.
If you ask me, LaCroix paved the way for the current wave of sparkling water brands—from Bubly to Waterloo and Poppi. As people moved away from sugary drinks, LaCroix brought color and excitement back into the aisle.
LaCroix’s story is a fun example that shows how taking a risk against the norm and trusting the consumer can be a winning recipe—even if it takes a minute to pay off.
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