La Croix Re-branding

La Croix didn’t just redesign a can. They redesigned their category. Instead of trying to look like a fancy bottled water, they went full “fun soda” — bright colors, casual fonts, and beach-party vibes. That shift unlocked $500 million in annual sales.

Marketing analysis

The old cans looked like something your grandma would drink after gardening. The new one jumped off the shelf. It didn’t remind people of “water,” it reminded them of “refreshment.”

Why it works

• Category shift: competing with soda, not water.
• Emotional appeal: vibrant design signals fun, not health guilt.
• Shelf pop: color and contrast grab attention in an aisle of neutrals.
• Identity branding: became the drink of millennials and design lovers.

Examples

• Liquid Death positioned water as rock ’n’ roll “canned rebellion.”
• Oatly made oat milk cool through irreverent packaging and copy.
• Red Bull created an entirely new category with “energy drink” vs. soda.