2. Perrier v. La Croix
Brand Comparison
Maggie C. Johnson
Social Media Marketing Strategy
University of Georgia
Fall 2016
Nestlé S.A.
Avenue Nestlé 55
1800 Vevey, Switzerland
+41 (0)21 924 21 11
www.nestle.com
National Beverage Corp.
8100 Southwest Tenth Street
Fort Lauderdale, Florida
33324 954.581.0922
www.nationalbeverage.com
3. INSIDE____ _
Table of Contents toc
ABOUT PERRIER 1
ABOUT LA CROIX 2
personas 3
GOALS & STRATEGIES 4
Sentiment Analysis 5
PLATFORMs
Website 6
Content Marketing site 7
Twitter 8. . . 9
Instagram 10. . .11
Facebook 12. . .13
Youtube 14. . .15
Pinterest/tumblr 16
Cute baby Chuggers 17
Who pops the bubbly? 18
TOC
4. PERRIEr_
1863
1908
1985
2000
2016
Dr.Perrier realizes the therapeutic
benefits of the bubbles from the
Les Bouillens Springs in South
France, so he bottles and sells the
water, calling it Perrier.
Perrier is branded as the “Bubbles of
the Elite” and promoted as the
“champagne of table waters.”
Perrier with A Twist is introduced with
natural lemon and lime flavors in the United
States. Other flavors have since hit the
market.
Perrier is sold in 100%
recyclable bottles.
The 2016 Extraordinaire Perrier
campaign focuses on all of the
different personas who drink
Perrier and brand the drink as a
lavish lifestyle.
Perrier is a naturally carbonated mineral water that has a
history dating back to when dinosaurs roamed the Earth.
Today, Perrier is the best-selling sparkling natural mineral
water in the U.S and is enjoyed in over 140 countries.
1976 Perrier comes to America!
1
5. La Croix_
For over 30 years, La Croix sparkling water has been enjoyed
by consumers all throughout North America. Using a triple
filtration system, La Croix prides itself on its domestic
production and uses reverse osmosis and deionization to
remove additives and impurities from its locally sourced water.
2016
1981
1996
With consumers’ increasing trend toward healthier
lifestyles, CEO of National Beverage Corporation, Nick
Caporella, realized the profitability of the sparkling water
brand and purchased La Croix from the Wynterbrook
Beverage Company.
Founded by GE Heileman, a family owned
brewery, La Croix was originally bottled
and locally sold by the glass. Pronounced
“La Croy,” the brand was named after its
local roots—the “La” after the city La
Crosse, Wisconsin and the “Croix” after
the St. Croix River which flows between
Wisconsin and Minnesota.
2014
La Croix introduces its first brand extension, Cúrate, with
two new flavors, Cerise Limón and Pomme Bayá. Cúrate
combines two distinct tastes to create a bolder flavor and is
sold in special 12oz tall cans. New Cúrate flavors have since
been rolled out on the production line.
2004
National Beverage Corporation stock
prices rise from $12/share to
$55/share from 2010 to 2016. 2016 is
predicted to be the National
Beverage Corporations “break-out-
year.”
Lemon, Lime, Berry, Orange,
and Cran-Raspberry flavors are
introduced in addition to the
original, Pure flavor.
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6. Perrier persona
CAMILLE
28 years old
lives in new York City
rebellious
kick boxes
fashion forward
goes clubbing
aspiring fashion week model
kelly
25 years old
lives in Chicago
Trendy
Practices yoga daily
goes to coffee shops
works at an ad agency
Zane
31 years old
lives in Los Angeles
fashion and lifestyle Influencer
has 1 kid
drinks his coffee black
lifts weights everyday
freelance photographer
Paula
37 years old
lives in Atlanta Suburbs
has 3 kids under age 12
soccer mom
goes to spin class 3X a week
recovering diet coke addict (cola convert)
works part-time at an apartment leasing office
La Croix persona
3
7. Goals & Strategies_
Perrier
Goal:
Revamp brand perception and
position brand as a lifestyle
enhancement essential
Strategies:
With Perrier’s current Perrier
Extraordinaire ad campaign, the
brand is aggressively positioning
itself as the quintessential
beverage for living a sexy, unique,
extraordinary lifestyle. By aligning
their TV ads, immersive brand
experiences, and social media,
Perrier is targeting 25-40 year olds
who might live ordinary lives but
consider themselves as daring,
unique, and extraordinary.
La Croix
Goal:
Increase brand awareness and drive
word-of-mouth recommendations
through brand advocates and
ambassadors
Strategies:
With their #LiveLaCroix social media
campaign, La Croix encourages user-
generated content, in turn creating brand
advocates who drive their social media and
word-of-mouth marketing. Because they
understand their target market and realize
the power of social media marketing, La
Croix does not advertise on TV. Through
various social channels, nutrition and
fitness ambassadors promote the health
benefits of La Croix and successfully
position the brand as the go-to beverage
for the recovering soda addict.
Overall, Perrier is taking a much more aggressive approach to their
social media marketing strategy. With the end goal of revamping their
brand perception and positioning Perrier as a lifestyle rather than just a
sparkling water beverage, the age old brand effectively communicates a
consistent message across social and traditional platforms to holistically tell
their story.
4
8. Sentiment Analysis_
Strength
59%
Sentiment
3:1
Passion
32%
Reach/Influence
50%
Strength
70%
Sentiment
12:1
Passion
37%
Reach/Influence
50%
Perrier La Croix
A sentiment analysis assesses the general attitude a writer has towards a specific word or
phrase. Using Social Mention, a real-time social media search and analysis platform, the
sentiment towards Perrier and La Croix was measured and averaged over seven days.
Overall,
La Croix’s strength averaged 11% higher than that of Perrier, meaning there is a greater
likelihood that La Croix is being talked about on the internet. Overall, La Croix’s sentiment
ratio is larger than Perrier’s, meaning on average La Croix has more positive comments than
negative comments associated with the brand. Although not by much, La Croix’s passion
averaged 5% higher than Perrier’s. This means that the likelihood that people who talk
about La Croix and will do so repeatedly is greater. Likewise, La Croix and Perrier both
averaged 50% for reach/influence. This means that on average both brands have a similar
ratio of unique individuals mentioning the brand compared to the number of mentions.
Although these results are gathered from an average of real time data using Social Mention,
there is error associated with these findings due to the commonality of the brand names—La
Croix is French for “the Cross” and Perrier-Jouet is a well-known champagne brand. This
must be taken into consideration when evaluating and comparing Perrier & La Croix’s
sentiment analysis.
5
10. WebsitE_
Perrier
Upon the launch of their
Extraordinaire Perrier Campaign,
Perrier completely revamped their
website to reflect a more modern
look. On their landing page, a
dynamic hero banner features their
newest campaign and informs
visitors that their site is new and
improved. The horizontal
navigation bar links to their
Magazine, Perrier Anytime,
Products, and Since 1863 pages.
Despite its fresh, modern look,
Perrier’s website is difficult to
navigate.
La Croix
Consistent with their on-going
#LiveLaCroix social media campaign, La
Croix’s homepage features fans’ photos
that they shared on social media using
the hashtag. Their horizontal navigation
bar clearly displays their product, about
LaCroix, buy LaCroix and live LaCroix
pages, which all include drop down
menus. Their website is easy to navigate
and provides easily accessible links to
relevant articles and their content
marketing blog.
Overall,
La Croix’s website is easier to navigate which lends a more enjoyable user
experience. All relevant information is clearly displayed and easily accessible
through their homepage navigation bar. When it comes to websites, La Croix pops
the bubbly!
6
11. Content Marketing site_
LaCroixblogPerrierMagazine
Email
marketing
Content
Marketing
Evolution
Overall, both brands have a web presence, an internal content marketing
platform and they engage in email marketing and social media to drive
users back to their content marketing sites. With that being said, La Croix
and Perrier are equally as evolved on the Content Marketing Evolution
spectrum. However, La Croix’s blog offers more useful and relevant content
than Perrier’s magazine, which simply portrays the essence of an
extraordinary lifestyle through their posts about art, cocktails, and overall
lifestyle. With a balanced combination of news, health ambassador tips,
entertainment, nutrition info, fitness advice, recipe tutorials, contests
announcements, and social scene posts, La Croix strategically
curates their blog in a way that engages readers and
keeps them coming back.
When it comes to content marketing,
La Croix pops the bubbly.
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12. Twitter_
# of
Followers
# of tweets
Feedback
Average
Response
Time
@Perrierusa 13.4k 26.5k 6,310 Favs
4,933 RTs 3.25 hours
@enjoyLacroix 12k 8.4k 1,159 Favs
208 RTs 33 minutes
Key Performance indicators
8
13. _ Twitter_
perrier
With one main account and approximately 6
regionally branded Twitter accounts, Perrier
does an excellent job at segmenting and
targeting their various markets. Focusing
primarily on Perrier’s US Twitter KPIs, it is clear
that Perrier’s Twitter presence is stronger than
La Croix’s, but not by much. Perrier
consistently uses their campaign hashtag,
#ExtraordinairePerrier and uses links that
drives traffic back to their magazine articles
and website landing page. As a best practice,
Perrier utilizes the platform as a customer
service tool and responds to consumer’s
Tweets in a timely manner. By staying
consistent with their campaign, Perrier is
effectively using the channel to accomplish
their goal of rebranding.
La Croix
Although La Croix’s Twitter KPIs do not quite
stack up to Perrier’s, their witty content and
speedy replies strengthen their overall presence.
Many of La Croix’s Tweets are @ replies to
consumers who have tagged the brand to either
show love or address a question or concern. La
Croix’s social media marketing team excels at
customizing responses with witty pop culture
.gifs, emojis, and coupon offers. Their Twitter
content is consistent among their other channels,
and they leverage the platform to host contests
and sweepstakes. Although much of their
content is ‘chatty’, La Croix is using Twitter to
accomplish their goal of increasing brand
awareness and creating brand advocates by
simply engaging with their consumers in a
friendly, personal manner.
Overall,
When comparing the two brands Twitter KPIs, Perrier clearly comes out on top. Because they are a
much larger and globally recognized brand, Perrier’s regionally segmented accounts are able to
reach consumers on a more personal level. Perrier’s campaign is consistent across all accounts and
cohesively tells their “Extraordinary” story. With the goal of revamping their image and portraying
the brand as a lavish lifestyle, Perrier effectively uses Twitter as a platform for driving their campaign
and engaging in conversation with their audience. When it comes to Twitter, Perrier pops the
bubbly!
9
14. INSTAGRAM_
# of
Followers
Total # of
posts
average
POST
FREQUENCY
@PerrierUSA 10.5k 2.1k 108 2X PER
WEEK
@Lacroixwater 60.4k 1.1k 707 1X PER
DAY
Key Performance indicators
10
15. INSTAGRAM _
Perrier
When comparing Perrier’s Instagram
KPIs to La Croix’s, Perrier falls short.
Like Twitter, Perrier targets their
various segments with regionally
branded Instagram accounts. Their
Instagram posts are consistent across
platforms and reflect their
#ExtraordinairePerrier campaign. A
few months ago, Perrier threw several
sponsored Lunch Break parties in
various US cities and shared event
videos on their Instagram account.
Through these Lunch Break parties,
Perrier captured the extraordinary and
luxurious lifestyle they are promoting
through their new campaign.
However, Perrier does not post
frequently and does not receive nearly
as much applause as La Croix. Their
most recent posts are bright and
colorful to reflect the current season,
fall; however, this takes away from
their clubby, modern, sexy appeal.
La Croix
Overall,
La Croix’s Instagram KPIs loom greater than Perrier’s. With a consistent posting
frequency and their proven ability to engage with their audience, La Croix
successfully accomplishes their goal of spreading brand awareness and creating
brand advocates through the power of visually captivating content. When it comes
to Instagram, La Croix pops the bubbly!
La Croix dominates the Instagram game.
With over 60,000 followers, much of their
branding is accomplished through
Instagram. By posting at least 1x per day, La
Croix consistently appears on followers’
feeds and maintains a healthy cadence.
Their most recent #LiveLaCroix campaign
encourages fans to share their photos via
Instagram and tag La Croix for the chance
to be reposted and shared on their website.
La Croix’s vibrant can design compliments
almost any Instagram filter and makes for
trendy pictures. Much of their recent
content has come from their #LiveLaCroix
campaign, connecting with consumers and
building brand advocates. In fact, there are
several La Croix fan accounts that host
contests and sell merchandise. The
Instagram account, @LaCroixsOverBoys,
sells “La Croixs Over Boys” shirts, shares fan
art, and posts hilarious La Croix memes
consistently. La Croix successfully and
beautifully brands itself through Instagram,
cultivating it’s fun and healthy culture
through powerful visuals.
11
16. Facebook_
# of page
likes
Post
Frequency
Average
Post Types of
Content
@Perrierus 1.5 m 1x/week 34
Consumer pics
Branded pics
Links to magazine
videos
@Lacroix 280k 1x /day 263
Consumer pics
Branded pics
contests
videos
Key Performance indicators
Perrierhas1.2Mmorelikes
LaCroixusesmoreapps
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17. Facebook_
Perrier
Unlike their Twitter and Instagram
platforms, Perrier only has one Facebook
page for all of their geographic regions.
This could lend reason as to why the
amount of page Likes far exceeds that of
La Croix. However, when comparing
Average Post Likes, Perrier falls short by
about 229 Likes on each post. With such
a large number of fans, this is a surprising
metric. Perhaps Perrier joined Facebook
earlier than La Croix, therefore
accumulating a large yet passive fan
base. On average, Perrier only posts on
Facebook 1X per week and uses the site
as more of an informational platform to
drive consumers to their website. Overall,
their Facebook content is consistent with
their other social channels.
La Croix
Although La Croix’s total page likes fall
behind Perrier, their post frequency and
average post likes exceed that of Perrier.
La Croix’s Facebook content is consistent
with their other social channels. User-
generated content from their
#LiveLaCroix campaign is shared on both
their Instagram and Facebook pages.
While Facebook reaches an older
audience and Instagram targets
millennials, their similar content seems to
resonate well with both audiences.
Additionally, La Croix utilizes more Apps
on their Facebook, connecting content
across platforms by sharing recipes,
videos, Instagram posts, and contest
rules.
Overall,
Although Perrier has more page likes than La Croix, the content on La Croix’s
Facebook page garners more attention than Perrier’s content. When it comes to
Facebook, La Croix pops the bubbly!
13
19. Youtube _
La Croix
La Croix’s YouTube channel curates a
collection of videos relating to the
brand. Rather than solely creating and
sharing their own content, La Croix
created playlists called LaCroix
Hollywood Takeover, LaCroix Fans,
#LaCroixBoys, and #LiveLaCroix that are
comprised of a collection of YouTube
videos from different channels. While
this content isn’t something you would
binge watch like a short film series, it
provides interesting, relevant, user-
generated content. La Croix’s branded
content features video footage from
their live events, cocktail recipe tutorials,
and health ambassador interviews. In
comparison to Perrier, La Croix’s
YouTube presence is not as strong.
Overall,
Perrier’s creative team produces high quality video content that provides their
YouTube subscribers a more entertaining viewing experience. With more
subscribers and total views, Perrier’s YouTube presence is stronger than La Croix’s.
When it comes to YouTube, Perrier pops the bubbly!
Perrier
Perrier’s YouTube channel is home
to a collection of their ad
campaigns, including their most
recent Hot Air Balloon campaign
which is classified as series of short
films. Using the Blogger template,
Perrier is able to feature specific
playlists and their most recent
content first. A majority of their
YouTube videos are targeted
toward their European audience as
they are mostly spoken in French.
With about 10K subscribers and
14.7M views, Perrier’s YouTube
presence is stronger than La Croix’s.
15
20. PINTEREST_
Tumblr__
La croix
Pinterest is an excellent platform for
both brands to share their favorite
mocktail recipes and inspiring ideas
while promoting their product;
however, only La Croix leverages
this platform to curate aesthetically
appealing content. By categorizing
their Pinterest Boards according to
flavor and color, La Croix’s Pinterest
page artfully brands each flavor and
inspires creativity.
PerrierTumblr is a major platform for
Perrier. In addition to their
branded magazine, the Perrier
Tumblr acts as a blog where they
showcase pictures that portray
fashion, art, and lifestyle. Also on
their Tumblr, Perrier shares news
and information about their latest
advertising campaigns and
events.
16
21. Cute BABY chuggers_
VS
Overall,
They are too cute to compare. Although, it looks like La Croix’s Baby
Chugger has been practicing.
La croixPerrier
17
22. La Croix pops the
bubbly!
OVERALL, La Croix’s use of social media effectively
accomplishes their goal of generating brand awareness and
driving word-of-mouth recommendations through brand
advocates. The quality of the relationships they build with their
fans is really what sets La Croix apart from Perrier. By
consistently engaging in meaningful two-way conversation,
encouraging & sharing user-generated content, and creating
interesting & relevant content, La Croix fans inevitably become
brand advocates and drive word-of-mouth recommendations.
Cheers & #EnjoyLaCroix!
Who pops the bubbly?_
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