La Croix Critique #2

      Here is my first visual for the La Croix ad campaign.  My intention is to recreate a similar composition with the other flavours for billboards and train banners, but I am unsure whether or not I should keep the same line of copy throughout each.

1.      La Croix’s current image and branding is very outdated and it appeals to a niche crowd of middle aged and older health nuts.   The challenge is to make La Croix appeal to the younger consumer.

2.      The target audience for this campaign is women and men between the ages of 18-24 who look for a cool and refreshing drink to enjoy throughout the day.

3.      La Croix is seen as a boring and healthy alternative to soda and other soft drinks.

4.      The aim of this campaign is to make people think of La Croix as a hipper more vibrant brand.

5.      The vibrant colors and use of typography would set a playful tone.

6.      The brand’s essence is bubbly.

7.      The key emotion that will establish a relationship with consumers is cheerfulness.

8.      Print, billboard, train inserts, and web banners could all work within the context of this campaign.

9.      The critical elements in this ad include updated graphics, energetic color palates, and possibly a line or so of bubbly copy.

10.  The most important takeaway: La Croix is a cool brand.

11.  Change their views on La Croix water and ultimately buy their products.